The future of local government: Building resilient communities with smarter communications

Why an owned audience matters more than ever

Traditionally, many local authorities have relied heavily on social media or third-party platforms to disseminate information. But as algorithms change, reach declines, and trust in external platforms fluctuates, this model is increasingly risky. Without a direct connection to citizens, important updates can get lost — and communities can feel disconnected.

An owned audience — such as a council’s subscriber network — gives local authorities a sustainable, controllable channel to communicate critical information. It’s not just about having email addresses; it’s about building a permission-based community network of citizens who want to hear from you. Ownership means no intermediaries, no shifting algorithms — just direct, reliable communication.

The power of engaged communities

Communication isn’t a one-way street. It’s not enough to simply broadcast updates; local governments must focus on engagement.

An engaged community:

• Feels listened to and valued
• Participates actively in consultations and civic initiatives
• Trusts the information they receive
• Supports resilience initiatives, from public health campaigns to emergency responses.

Building this kind of engagement takes time — and it requires regular, relevant communications that reflect the needs and interests of the community. It’s about moving beyond transactional updates and fostering a real human dialogue.

Subscriber networks: A strategic asset

A subscriber network is much more than a mailing list — it’s one of your council’s most valuable strategic assets.

With an active and engaged subscriber base, you can:

• Share urgent updates quickly (think weather alerts, health guidance, service disruptions)
• Promote local initiatives and events
• Drive citizen participation in consultations and surveys
• Gather feedback to inform better decision-making
• Build trust through consistent, transparent communication.

Critically, subscriber networks help future-proof local government communications. Whatever changes may come — whether in legislation, technology, or citizen expectations — having a direct line to your residents and communities ensures you stay connected and responsive.

Segmentation: The key to smarter communications

Of course, not every message is relevant to every resident. That’s where strategic segmentation becomes crucial.

By segmenting your audience — whether by location, demographic data, interests, service usage, or engagement history — you can deliver highly targeted, meaningful communications. This not only improves open and engagement rates but also builds trust: residents receive information that is genuinely relevant to them.

For example:

• Families might receive updates on school admissions and holiday activities
• Business owners could be informed about grants, permits, or networking events
• Older residents might get targeted communications about health services and community support.

With smarter segmentation, communications become more efficient, more effective, and more valued by the community.

6 top tips for building resilient communities through smarter communications

1. Prioritise list growth: Actively promote newsletter sign-ups across all digital touchpoints, from your website to community events.
2. Invest in content value: Regularly share updates that are genuinely helpful, informative, and timely for your residents.
3. Segment early and often: Use every opportunity — such as service sign-ups or event registrations — to gather data that allows for smarter segmentation.
4. Personalise communications: Address residents by name and tailor content to their needs wherever possible.
5. Monitor and adapt: Regularly review engagement data (open rates, click-throughs, feedback) to refine your strategy and improve outcomes.
6. Build two-way conversations: Use polls, surveys, and feedback forms to encourage participation and show that you’re listening.

Smarter communications build resilient communities

The challenges facing local government aren’t going away — but smarter communication strategies can turn these challenges into opportunities.

By investing in an owned audience, fostering true engagement, building a robust subscriber network, and delivering strategic, segmented communications, councils can:

• Strengthen community resilience
• Build greater trust and transparency
• Drive citizen participation and satisfaction
• Future-proof their services for a rapidly changing world

At Granicus, we partner with local authorities across the UK to help them build these capabilities. Together, we can create a future where councils are not just service providers, but central pillars of strong, connected, and resilient communities.

Want to learn how Granicus can help you grow and engage your owned audience? Get in touch today.