5 Communication Steps for Smarter Public Engagement

A lot of the organisations I work with are doing brilliant, important work — but they’re not always telling that story clearly or consistently.

They’re stretched. Communication is happening — a post here, a media release there, some posters and flyers — but it’s usually last-minute, reactive, and landing unevenly. There’s often an external comms plan somewhere in a folder… but no real strategy guiding decisions, building trust, shaping priorities, or connecting the dots across the organisation.

And it shows. Not because the work isn’t excellent — but because the clarity, confidence, and consistency needed to back it up just isn’t there.

It’s not a communications problem — it’s a strategy AND systems gap.

Communications often fall between the cracks. With no dedicated 'comms person' everyone's responsible… which means no one really is. Or maybe someone is doing their best to ‘get things out the door,’ but there’s no time or space to zoom out and ask:

• What are we trying to achieve?

• Who are we trying to reach?

• What do we need people to know, feel, or do?

• Are we making the impact we could be?

  
  

When this starts to matter more than ever

For many organisations I work with, the turning point is a mix of things:

• A new strategic direction that needs visibility and momentum

• Internal change (like a restructure or new leadership) that needs clear communication

• External pressure — funding applications, stakeholder scrutiny, media attention

• Or simply a growing sense of frustration that the work deserves more recognition, clarity, and support

  
  

What helps? A clear, strategic approach — built around your purpose

The good news is: this is solvable. And you don’t need a 40-page document or an in-house comms team to get there.

Here are 5 Steps I use to guide clients and turn comms from scattered and reactive into focused, strategic, and sustainable:

You need a communications strategy that is:

• Aligned to your purpose and priorities

• Clear on audiences, channels and priorities

• Built for your actual team and capacity

• Practical, usable, and adaptable over time

• Shifts you from reactive to strategic.

I’ve advised organisations and leaders extensively on external communication including while working in-house at Bank of Ireland and as a consultant, extensively across industries. The impact has been real: clearer messaging, more confident stakeholders, and stronger engagement with the people that matter.

If this sounds like your organisation — or one you know — I’d love to share what’s worked for others.

Sometimes, just stepping back and taking a fresh look is the best first move.

Get in touch to chat more.