Originally published 20 December 2004. This article is retained from the tCI archive. Law, policy or practice may have changed since publication.
One of the most difficult decisions which consultors have to take concerns the "quality" of consultation documents.
On the one hand, public bodies need to be scrupulously careful with public money, and functional papers such as consultation documents need to be cost-effective for distribution to stakeholders.
On the other hand, the task of engaging the public is a difficult one. Bombarded by the mass media and subjected to daily doses of glossy advertising, the only way to compete for mindspace may be to use skilful designers and strong images. Much depends on the context. Working in the NHS, many Managers believe that glossy brochures are poorly received by the public; they fear people muttering that the money could be better spent on nurses or more operations. But, in contrast, examine the attempts of many Local Authority Partnerships to achieve urban re-generation. In this case, there is a need to raise the self-esteem of neighbourhoods which have lost confidence or become locked into a spiral of decline.
Consultations in this scenario may involve raising the profile of the area - attracting inward investment from businesses or entrepreneurs. It may also include creating a vision and exciting the enthusiasm of community leaders in the future potential of the area.
None of this can be achieved through one glossy brochure - or consultation document. But, as part of a properly considered communications strategy that strikes the right balance between prudent cost-management and more expansive image-building, much can be achieved. Today's consultations need to be multi-channel - so that the great diversity of the general public can be addressed in ways that are meaningful to each group. No doubt there are many who are not remotely susceptible to the glossy document. But there may be others who would scarcely look twice at the traditional bureaucratic wordage ….. especially the young and other hard-to-reach groups we are all seeking to engage.
For these, documentary consultation may in any case be a poor choice. Innovative ideas like Oldham's Think Bubble, or well-designed exhibitions and streetscene consultations may be more successful. But these also cost a lot of money. On reflection, maybe "glossy" is not really about money at all. It is about finding the best means to communicate effectively ……. And occasionally this might …. just …..have to be exciting, colourful and vibrant…. Trigger points
- Review your "house style" for consultation documents. Is it sufficiently attractive for the intended audience?
- Adopt a flexible policy that enables you to tailor the style to the target stakeholders
- For each consultation, devise the most appropriate mix of methods and budget accordingly (nb The Institute's Course on Making Consultations Meaningful includes Group case Studies designed to help participants consider multi-channel methods)
This is the 19th Tuesday Topic; a full list of subjects covered is available for Institute members and is a valuable resource covering so many aspects of consultation and engagement