County releases 10-year Master Plan to enhance municipal communications and engagement

Cobourg, ON – August 16, 2024 – At a time of significant post-pandemic change and rapid evolution in media, technology, social needs, government policy, and funding, municipalities are striving to create more inclusive and effective public services and foster greater trust in local government. Northumberland County is today announcing a strategic approach to such efforts with the release of a 10-year Communications Master Plan, designed to establish a foundation for a more connected and engaged community.

"In today's rapidly changing environment, it's more important than ever for municipalities to have a clear and strategic vision for communications and community engagement,” states Warden Brian Ostrander. “Our community is growing and changing. To deliver leading service, we must be at the forefront of communications and engagement trends and best practices. This will mean embracing innovation and being adaptable in an era that is increasingly influenced by digital technology."

Development of a Communications Master Plan was a key deliverable identified in the County’s 2023-2027 Community Strategic Plan. With Northumberland anticipated to grow to 122,000 residents by 2051, the Strategic Plan centres on a clear mandate to guide this growth with intention. The Communications Master Plan will help the County navigate change and harness new opportunities to provide exceptional service to residents. 

This plan is the result of a year of extensive research, trends analysis, and consultations with internal and external parties. The County reviewed global standards and thought leadership papers, conducted interviews and workshops with elected officials, County staff, community organizations, and local journalists, learned from colleagues in local municipalities as well as municipalities in other parts of Canada and the U.S., and gathered survey input from community members. Key findings point to a changing communications landscape, where local governments must be prepared to address challenges such as the decline of traditional newsrooms, the spread of misinformation and disinformation, the integration of digital technologies, and a declining trust in public institutions. 

Findings were consolidated under key themes, analyzed against best practices, and assessed against a communications maturity model for municipalities. The resulting Master Plan sets a framework for fostering a community that is well-informed about County services and actively engaged in shaping municipal priorities, policies, and programs. 

While the plan spans a decade, the County recognizes that adaptability will be critical; the world will not look the same in 10 years as it does today. The plan is therefore rooted in a vision and guiding principles that set a roadmap for the next 10 years, while focusing on a shorter-term implementation plan of 44 actions spanning the first five years. In 2028, the Master Plan will be refreshed with a new action plan. 

“At the heart of this plan is a mission to enhance resident experience with municipal government through exceptional communications that build trust, encourage participation, and promote inclusion,” states Director of Communications & IT Kate Campbell. "We want to ensure that we are connecting and consulting with community members using the channels they prefer, and sharing information that matters most to them. This is also about future readiness for change —ensuring the County is prepared to adapt quickly to emerging challenges and opportunities, so that we can continue to meet the expectations of our growing community and deliver value."

The newly approved 10-year Communications Master Plan represents a major step forward in building a stronger, more engaged, and more resilient community. For more information and to access the full plan, please visit Northumberland.ca/CommunicationsAndEngagement.