by Ari Rabban, CEO, Phone.com

It used to be that the “blue pages” at the front of the phone book were the quickest way to communicate with local governments. Whether you wanted to write a letter, call a landline, or visit in person, all the information you needed was right there.

Times, of course, have changed, and many local governments are still playing catch-up.

Despite the delay, a recent study by EfficientGov.com found that more than 97 percent of local government leaders surveyed felt a responsibility to keep pace with new technology (https://efficientgov.com/blog/2017/03/17/citizen-engagement-top-to-do-2017/). And they are finally making good on that responsibility, investing in things like Voice over Internet Protocol phones, as well as plain-language and mobile-friendly websites.

These new technologies enable local governments to be more responsive and more connected to their citizens. That’s important because to engage people today, you must be active and reach them where they are. And a communications overhaul doesn’t have to be daunting. Here are three ways to start thinking about your next upgrade:

1. Recognize your role.

Because local governments are closest to the people, it is important for them to maintain citizen-friendly orientations in everything they do. This includes their communication channels.

Citizen input is crucial when overhauling a website. This might slow down the process of change, but it will increase the chances that people will actually embrace the end product.

Guide the process by suggesting user-friendly elements such as an intuitive navigation system or a one-click connection with a particular department through live chat or video call. Also pay close attention to information security. Be transparent about the measures you take to protect citizens’ identifiable information, including Secure Sockets Layer and HTTPS security technology.

2. Aim for agility.

Many people look at traditional phone lines and VoIP phones — which connect over the internet rather than landlines — and fail to see the revolutionary difference. Yes, both make phone calls, but one is static, and the other is dynamic.

Cloud-based VoIP can actually be the cornerstone of a successful citizen engagement effort. The technology allows you to add an extension, create a new hotline, or set up a whole call center in minutes. In emergencies, when traditional phone lines are jammed, VoIP phones can still make and receive calls.

In 2016, Newark, New Jersey, took the lead in migrating to VoIP as part of a proactive, multipronged plan to revitalize its communication and citizen engagement (https://www.phone.com/2016/03/23/city-newark-moves-cloud-based-phone-service/). The city also rolled out the world’s fastest large-scale outdoor public Wi-Fi system and enhanced public information kiosks.

3. Know your neighborhood.

Every local government is unique, and the residents it serves have unique needs. Let those needs guide your communication strategy and citizen engagement tactics. This begins with prioritizing secure communications both internally and externally. You must be able to assure both employees and constituents that their information is secure.

Next, you must find out how your constituents want to interact with you. Millennials might prefer social media, while older residents might want a phone number with an actual human on the other end. Some might want to text, while others might be unable to do so. You won’t know until you ask.

Finally, you must diversify your outreach. There are two main approaches with engagement: “push” methods, in which information is sent out in written form or in-person outreach, and “pull” methods, in which citizens visit a website or physical location to gather information. One method will be superior to another in some circumstances but never across the board, so it’s important to do both well.

One of the great things about modernizing your communications is that it can help your staff provide better service with less effort. Compared with traditional communications systems, an upgrade will make it far easier to forward calls from the public to the appropriate office. And unlike older VoIP systems, you won’t need racks of servers and expensive IT contracts to maintain them.

We’re living in an exciting time for advancing technology. Now more than ever before, governments and citizens can come together in a truly collaborative community — all at very little cost.