5 Tips for Writing Clear Public-Facing Communications (With Examples)

In local government, most of the frustration residents feel isn’t about the answer, it’s how the message is delivered.

Whether you’re explaining a permit denial, answering a zoning question, or updating your department’s website, your words set the tone for how people perceive your department. Are you helpful or hard to reach? Clear or confusing? Professional or robotic?

The good news? You don’t need a PR team to improve your public-facing communication, just a few intentional habits can go a long way.

Here are five tips to help your team write clearly, consistently, and confidently - no copywriting degree required.

1. Use real words, not code words

You might know exactly what "R-3 zoning" or "pre-submittal meeting" means, but chances are the average resident doesn’t. Instead of assuming knowledge, briefly explain any technical terms or link to a helpful page for more information.

Instead of:

“Your project doesn’t meet the minimum setback for the R-3 zoning district.”

Try:

“In your area (which is zoned R-3), buildings must be set back at least 20 feet from the front property line. Right now, your project is only 15 feet from the street, so it doesn’t meet that requirement.”

The little extra time taken to explain everything fully is not only appreciated, but builds a lot of trust.

2. Lead with the answer, then explain why

Many government messages bury the answer residents are looking for under too much context. Start with what the person needs to know, then back it up with informative details or links.

Instead of:

“According to Municipal Code 15.04.310, Section A, homeowners must obtain a fence permit before installation…”

Try:

“Yes, you do need a permit before installing a fence. This is required by city code, and we’ve linked the steps to apply below.”

Keep communications simple and direct, without getting into the nitty gritty details - ultimately saving you from back-and-forth follow-up’s. 

3. Avoid “gotcha” language

When residents mess up a form or skip a step, it’s safe to assume it wasn’t on purpose - it’s because the instructions weren’t clear to them. Phrases like “you failed to provide…” or “this was rejected due to…” only escalate tensions.

Instead of:

“Your application was denied due to missing documents.”

Try:

“We unfortunately weren’t able to process your application because a few documents are missing. Once we receive them, we’ll get things moving again.”

In situations where people can get frustrated, tone matters.

4. Write like you speak (but professionally)

If you wouldn’t say it out loud, don’t write it that way either. Aim for a tone that’s helpful, professional, yet still human - like how a trusted coworker might explain something over the phone.

Use contractions, short sentences, and plain language when possible.

Instead of:

“Please be advised that failure to comply with the above will result in a citation.”

Try:

“If this isn’t resolved by Friday, we’ll need to issue a citation. Let us know if you have any questions before then - we’re happy to help.”

5. Stay consistent, even across team members

Consistency is key, especially across different staff members. If one technician uses one phrasing and another says something different, it confuses residents and erodes trust, leading to shopping around for answers.

Keep a shared communication system with:

• Common phrases and approved responses
  
  
• Links to policies or forms
  
  
• Email templates for routine questions

Tools like Acta make it easy to keep everyone on the same page by maintaining a shared company knowledge base with pre-approved messaging already embedded directly into your team’s inbox or permit system, without the stress of juggling shared docs.

Communication Without the Guesswork

Public-facing communication shouldn’t feel like a guessing game. Residents deserve clear, respectful answers, and your staff deserve the resources to deliver them confidently - without the stress of drafting a response from scratch.

Acta helps departments reduce the burden of figuring out what to say (and how to say it) by putting pre-vetted responses, forms, and templates right where staff already work. No more hunting through shared folders or worrying about sending the wrong version.

The result?
✅ Fewer escalations
✅ Faster responses
✅ Happier staff and better service

Because when communication is consistent and stress-free, everyone wins.