Few terms cause more confusion than the simple words – public engagement.

Used very generally, it refers to all aspects of the relationship between Public bodies, the citizens they serve and all other stakeholders; indeed private companies and voluntary bodies also indulge in public engagement, only parts of this process are more likely found in Corporate Social Responsibility (CSR) programmes.

But used more precisely, engagement is better defined as the actions and processes taken to establish a relationship so that an effective dialogue can then take place. As an analogy, think of a Company that sells expensive goods or services. It has a New Business team or equivalent whose job it is to find new customers, clarify their requirements and to establish effective communications with them; so it’s really about building relationships and creating the right climate of trust and mutual respect. In due course the customer is handed over to an Account Team which manages the day-to-day relationship with its emphasis on transactions.