By Don Reeder

Clear, accessible communication is one of the most important roles of city government. That responsibility becomes even more critical when an issue is emotional or controversial. In those moments, how a city communicates can either build trust or deepen frustration and confusion.

Difficult issues often stem from official city actions, such as dissolving a police department, raising taxes, closing parks or libraries, or making zoning and development decisions. In each case, residents are directly affected and expect clear explanations of what is happening and why.

Other situations may not involve city action at all, but still require a response. A high-profile racial incident, the departure of a major employer, or immigration enforcement actions by state or federal officials can all prompt questions from residents and the media. Even when the city is not responsible for an event, silence can be interpreted as indifference. In these cases, city leaders may need to correct misinformation, reaffirm community values, explain what the city can and cannot do, or help promote calm and recovery.

Why disciplined communication matters

Trust is essential to effective local governance. When city officials share timely, credible information, they reinforce the city’s role as a reliable and competent organization.

When communication is delayed or absent, a vacuum forms. Rumors, speculation, and false information can quickly fill that space, often spreading faster than facts. Communicating early and proactively allows a city to shape the narrative, reduce confusion, and avoid the perception that information is being hidden or withheld. Even when all the answers are not yet available, acknowledging the situation and outlining next steps can make a meaningful difference.

Building strong key messages

Clear communication starts with strong key messages. These messages form the foundation of press releases, public statements, and media interviews. Effective messages combine facts with context, empathy, and, when appropriate, a call to action.

At a minimum, key messages should explain:

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

All key messages should be reviewed by the city attorney to protect First Amendment rights and limit legal risk. Messages should also be respectful and inclusive of all residents, regardless of race, culture, religion, gender, or age. In communities where residents speak multiple languages, providing translated materials can help ensure broader access to information.

Reflecting city values

When appropriate, communication should reflect the city’s core values. These may include a commitment to resident safety, support for city employees, fiscal responsibility, and responsiveness to resident needs. Reinforcing values helps residents understand not just what the city is doing, but why it is acting in a certain way.

Value-based messaging can also demonstrate empathy. Acknowledging fear, anger, or uncertainty does not mean assigning blame or admitting fault. It shows residents that city leaders are listening and taking concerns seriously.

Designating a spokesperson

Consistency is critical during sensitive situations. Cities should designate one primary spokesperson who is authorized to speak on the city’s behalf. This is often the city administrator, mayor, police or fire chief, department director, or communications director.

All staff, especially front-line employees, should know who the spokesperson is and how to direct questions. Having a single voice improves accuracy, consistency, and timeliness, and reduces the risk of conflicting information being shared.

Practical communication tips

When communicating about difficult topics, start by identifying your audience. Consider whether the message is intended for all residents, specific affected groups, nearby communities, or the media. Issuing a written statement and posting it publicly on the city website or social media can help ensure consistent messaging. Reporters can be referred to the statement, reducing the need for repeated interviews.

Be clear about what falls within the city’s authority and what does not. Provide regular updates as appropriate to prevent speculation. If national media become involved, remember that local residents and local media should remain the priority.

Signs communication is working

Communication is effective when:

• Messages are clear, accurate, and useful.
• When local media rely on city statements.
• When information is consistent or clearly updated as situations evolve.

Effective communication also shows empathy, respects privacy and legal requirements, and is accessible to all residents.

For more guidance, see the League’s Guide for Communicating During a City Crisis at lmc.org/crisisguide or contact the League of Minnesota Cities communications team for support at [email protected].

Don Reeder is public affairs coordinator with the League of Minnesota Cities. Contact: [email protected] or (651) 215-4031.