Local governments communicate through more digital channels than ever, yet many still lack a clear picture of who they are reaching, who is missing, and whether their outreach is leading to meaningful participation or service adoption.

A large subscriber list or a high response count can indicate activity, but it does not necessarily show whether communications are reaching the people most affected by a decision, eligible for a program, or in need of a service. In fact, 56% of surveyed government communicators report difficulty connecting with segmented audiences, and 72% of engagement practitioners struggle with non-representative participation or reaching certain groups.  

Join ICMA and Granicus for a practical session on how city and county leaders can move beyond broad, one-size-fits-all outreach and build a more complete understanding of the communities they serve.

Through research, real-world local government scenarios, and a practical audience-planning exercise, attendees will learn how to:

• Recognize audience gaps hidden behind traditional reach and participation metrics
• Identify who needs to know, participate, or act for a specific program or service 
• Build more relevant audience segments without defaulting to one-size-fits-all outreach 
• Connect communications, engagement, and service signals to improve decision-making 
• Measure progress through participation and outcomes, not just opens, clicks, or subscriber growth
• Apply responsible data and governance principles as audience practices become more sophisticated 

Attendees will leave with a practical framework they can use to evaluate an upcoming initiative, identify the audiences that may be missing, and build a more relevant outreach strategy. 

This webinar is complimentary thanks to the sponsorship of ICMA Partner Granicus, who will have access to registration information.