Choosing engagement techniques

When deciding which engagement method or technique to use in a particular situation or with a particular group, it is important to consider a number of issues including:

• agency issues
• community issues and
• process issues.

Agency issues

A number of corporate or agency issues will influence decision-making about the use of methods and tools. Some of these issues and considerations are summarised below.

Goals and objectives

• why is the agency engaging the community?
• what does the agency hope to achieve from the engagement?
• what time commitments must be met?
• do the benefi ts of engaging outweigh the costs of not engaging?

Community to be targeted

• is the agency targeting:
  • a geographic community?
  • an ethnic or faith community?
  • an Indigenous community?
  • a professional community?
  • a community of interest?
  • some combination of the above?
• are other agencies also engaging this community? Is collaboration possible?

Political environment

• what level of political support or awareness exists about the proposed engagement?
• is your process part of a broader government agenda?
• is this a contested issue?

Capacity to influence

• is this a government or a community initiated activity?
• what decisions have already been made?
• what decisions can the community have input into?

Legislative environment

• is engagement required by legislation?
• are any parts of this project or engagement process supported or constrained by legislation?

Policy and planning cycles

• where does your engagement fit within the policy or planning cycle?

Resources

• what resources are available to support the engagement, for example:
  • skilled facilitators and managers?
    The availability of staff and/or consultants with the skills to implement engagement techniques is a key consideration. Competencies for
    community engagement have been included within the Public Sector Training Package www.pseta.gov.au. Tools for recruiting, selecting,
    inducting and performance managing staff with engagement skills can be found at www.getinvolved.gov.au
  • information and communication technologies?
  • engagement structures such as Advisory Committees?
  • budget allocation?
  • staff time?

Corporate culture

• is there a community engagement framework, policy or similar to support this process?
• is there a high level of understanding of, and commitment to engagement within the organisation?
• is there an openness to use more innovative engagement processes?

Community issues

Communities are increasingly more diverse and are not generally a homogenous group. They can be categorised into either communities of interest, and/ or geographical communities. The primary aim of any community engagement process is to connect with the community. In order to do this effectively, it is important to develop a sound understanding of that community. This understanding can be achieved via a number of processes.

Community profiling involves reviewing a range of data sources to build a picture of the demographic makeup of a community and in the case of geographic communities; the land use mix, population trends, business and employment patterns and available infrastructure. Community profi les can be established to inform decisionmaking for a specific engagement process. Organisations including local governments and community based organisations may have existing community profi les which could be useful.

Stakeholder segmentation is a way of clustering the community into groups. By identifying the nature and size of 'segments' within a community it is possible to design a community engagement strategy which ensures balanced engagement with each of the identified groups.

Media research can be undertaken by scanning stored print and electronic media articles. Such a scan may provide useful information about the frequency with which particular issues are raised in the community and what responses have been made, the location of 'hot spots', community spokespeople and whether public opinion is positive or negative.

Talking with others within or beyond your own organisation may provide useful information about the community and any previous engagement processes and outcomes.

Undertaking one or more of these research processes will reveal important community features that will impact upon decision-making about appropriate community engagement methods and techniques.

Demographic features

• what is the age and gender mix?
• what levels of literacy exist?
• what is the socio-economic mix?
• what languages are spoken in the community?
• what cultural protocols are adhered to?
• what percentage of the community is employed and when do they work?
• do community members have access to transport?

Preferences for engagement

• have community members expressed particular preferences regarding engagement e.g. to be involved in information sharing, consultation or active participation?

Previous experience(s) with government engagement

• has previous engagement with government been largely positive or largely negative?
• what percentage of the population has not previously engaged with government?
• is there trust and connectedness within the community? Between government and the community?

Capacity for engagement

• do community members have the knowledge needed to participate? (e.g. to critique planning models)
• do community members have the resources needed to participate? (e.g. time, internet access)
• do community members have the skills needed to participate? (e.g. public speaking)
• do community members have access to necessary infrastructure needed to participate? (e.g. child care networks, transport and disability access)

Existing engagement structures and processes

• are there existing networks, committees, structures to support engagement within the community?
• are there sporting, religious, professional and other groups who already engage with the community? Will they support this engagement?
• are there existing newsletters, radio stations, websites etc. that the community accesses?

Nature of impact

• who is directly impacted by the issue?
• who is indirectly impacted by the issue?
• who is interested but not necessarily impacted?
• is public opinion positive, negative, divided or indifferent?

Process issues

The Queensland Government has adopted six guiding principles which provide the basis for improved community engagement in Queensland public sector processes.

The following summarises some of the questions which need to be considered when selecting engagement techniques to ensure that these guiding principles can be addressed.

Inclusiveness

• what consideration needs to be given to venues, language, print type, timing etc. to ensure that engagement is accessible to all?
• is capacity building required to enable all people to be effectively engaged?
• what techniques are required to enable all voices to be heard?
• what promotion is required to encourage wide participation?

Reaching out

• are there groups of disengaged or unengaged people within the community who could be engaged?
• what will it take to engage these groups?
• can engagement processes be implemented in times and places that are comfortable to the community?
• can engagement processes link with community radio stations, newsletters, websites etc.?

Mutual respect

• what will community members gain from being engaged?
• how will community members' contributions be recognised and valued?
• how will community feedback on the engagement process be received and used?
• will engagement processes be fl exible to accommodate changing community issues?
• is the agency listening or just talking?

Integrity

• how can the honesty, openness and accountability of the engagement process be demonstrated?
• is there a commitment to carefully planning, implementing and evaluating the engagement technique?
• are there sufficient resources to implement the technique effectively including:
  • advertising and publishing, printing and circulating information?
  • hire of venue, facilitators, translators, child care staff?
  • catering, transport arrangements for a range of participants who would not otherwise be able to attend, disability access for people in wheel chairs or using prams, meeting costs?
  • time?
  • purchase or hire of equipment, stalls, marquees, workshop materials?
  • professional, technical, casual and support staff (some of which may have existing networks with some of the participants?)

Affirming diversity

• does information need to be provided in languages other than English and/or large font format?
• can the information be articulated to those who are illiterate or those with disabilities?
• will diverse groups interact well in group situations or are parallel processes required?
• are there cultural protocols which need to be honoured?
• will targeted processes and/or culturally, age and gender appropriate facilitators enhance the effectiveness of engagement?
• have there been measures to cater for child care and/or people with a disability?

Adding value

• will the technique build government and/or community capacity for future engagement?
• will the technique build trust between the agency and the community?
• will the technique support sustainable community and/or government outcomes?

Having developed an understanding of the range of organisational, community and process issues, it is possible to make informed decisions about which engagement technique(s) will be most effective.

Information-sharing techniques and consultation techniques of this guide provide summary advice regarding some of the more commonly used information and consultation techniques. The section on active participation techniques explores traditional and innovative engagement techniques which support the active participation of citizens and communities. The classification of techniques into information, consultation and active participation refl ects how the various techniques are generally used. It is important to remember that some techniques may be used for a variety of information sharing, consultation and/or participation outcomes, for example, shop fronts may be used to provide information, to seek community opinion or to facilitate local participation. The following table provides an alphabetical listing of the techniques discussed in this guide and the various levels of engagement that they can support.