Communicating About Difficult or Controversial Issues

Clear, accessible communication is one of the city’s most important responsibilities. It becomes even more important when an issue is sensitive, emotional, or controversial.

These issues may involve city actions, such as:

• Dissolving a police department.
• Raising taxes.
• Closing parks, libraries, or senior centers.
• Zoning and development decisions.

Even when the city is not directly involved in the situation, residents and the media often expect the city to respond. City leaders may need to correct information, explain what the city is doing, affirm community values, or promote calm and recovery. In these situations, the city should share clear public messaging that reflects the city’s perspective. Examples include:

• A high-profile racial incident.
• A divisive group or individual.
• A major employer is leaving the community.
• Immigration enforcement actions.

Why disciplined communication matters

To govern effectively, city officials must have the trust of the residents they serve. Sharing credible information reinforces the city’s image as a reliable and competent organization.

When a city stays silent, rumors and false information can fill the gap. Communicating quickly and proactively helps the city shape the narrative and avoids the perception that information is being withheld or delayed.

Develop strong key messages

Key messages are used in press releases, public statements, and media interviews. They should combine facts, city values, empathy, and next steps. All key messages must be reviewed by the city attorney to protect First Amendment rights and limit legal risk.

At a minimum, key messages should explain:

• What happened.
• Who is involved.
• When more information or a resolution is expected.
• How residents are affected.
• Why the issue matters, and whether residents should be concerned.

Messages should be respectful of all residents, including people of all races, cultures, religions, genders, and ages. If needed, provide messages in additional languages.

Include city core values

When appropriate, messages should reflect the city’s values, such as:

• We value resident safety.
• We value our city employees.
• We value the environment.
• We value community involvement.
• We are responsive to resident needs.
• We are fiscally responsible.
• We anticipate and prepare for potential crises.
• We strive to communicate clearly and consistently with the community.
• We are taking steps we can prevent this from happening again.

Identify a city spokesperson

The city should designate one primary spokesperson who is authorized to speak on its behalf. This is often the city administrator, mayor, department director, police chief, fire chief, or communications director.

All staff, especially front-line employees, should know who the spokesperson is. Having a single spokesperson improves accuracy, consistency, and timeliness.

Managing public meetings

Controversial topics often bring new people to public meetings. These residents may not understand city processes and may feel ignored or frustrated.

To reduce tension:

• Explain how meetings work and when residents may speak.
• Clarify the difference between council meetings and work sessions.
• Clearly outline the next steps and how decisions will be made.
• Provide a clear point of contact for follow-up questions.

General communication guidelines

• Identify your key audience, such as residents, affected groups, or neighboring communities.
• Issue a written statement and post it publicly, such as on the city website or on social media.
• Refer reporters to the statement to limit repeated interviews.
• Clarify the difference between actions by city staff or elected officials and incidents involving private individuals and businesses.
• Provide regular updates to the media and residents to reduce rumors and speculation.

If national media become involved, remember that local residents and local media should come first.

Signs of effective communication

Communication is working effectively when:

• Messages are clear, accurate, and useful.
• Information is consistent or clearly updated.
• Local media rely on city statements.
• Messages show empathy or compassion when appropriate.
• Privacy and legal requirements are followed, including those related to medical information, data practices, and ongoing investigations.
• Information is accessible and available in multiple languages when needed.

For more guidance

• Read the League’s Guide for Communicating During a City Crisis.
• Contact the League’s Communications team for free support at [email protected].