Last week, we explored the difference between engagement and consultation and discussed the importance of community engagement.

I know what you’re thinking. The previous article on community engagement was not enough! This week we will provide guidance on when you should engage and introduce the concept of continuous engagement.

Community engagement is a tool dedicated to developing trust between the decision-makers and the community for whom the service will benefit/serve, and the Institute is now offering a new training course ‘Making Community Engagement Meaningful’ to support you. It’s no longer about informing people about what is being done; it’s a two-way street – allowing different people and groups to express their views and concerns. In turn, this feedback should be used to inform the development and improvement of options for communities.

Key point: There must be a positive sense of accountability, focusing more on outcomes: ensuring people’s priorities are reflected, and they get what they need.

So, when should you engage?

The answer to this question is twofold.

To obtain meaningful feedback early on, community engagement activities should begin in the developmental stage of your proposal. Engaging early will allow the community to identify any imminent issues that may arise throughout the project – giving you time to take ownership of these problems and come up with possible solutions. If you begin to engage at a stage where all options have already been developed, it may be too late for the community to express their concerns about the project.

More importantly, you want to engage continuously throughout the whole project – this is what we call continuous engagement. Continuous engagement will enable you to build trust, give people the time to understand and support the aspirations of the project and gives them an opportunity to provide local intelligence to influence decisions about service developments. Without a doubt, this will lead to a better outcome.

If resources are limited, go to where the young people are – they are the citizens of the future! Use social media to listen and observe, then invite them to join online forums to discuss specific issues regarding your project.

Together, the what, why and when on community engagement adds up to a powerful rationale for the use of community engagement strategies in future policymaking processes.

Sheena Ahmed