With greater access to more digital-engagement tools than ever before, government communicators must critically examine their approach to enhance government-to-citizen communications. To do this, many communications specialists are asking themselves what successful digital communications will look like in their agencies in 2017.
According to a recent report of more than 1,200 federal, state and local government communicators, the answer to this question for many will center on increasing citizen engagement with content. In practice, what this means in the months ahead is that government communications strategies will focus primarily on marketing content as the best way to reach out and engage citizens. More broadly, the report indicates that government communicators are thinking of themselves as content marketers like their private sector counterparts. This paradigm shift represents a monumental transition for agencies, suggesting communications specialists are ready and excited to start communicating information to citizens in the proven and agile ways that enterprise businesses do.