Why Every Government Agency Needs a Comms Strategy—Not Just a Website
Spoiler alert: A static homepage is not a personality.
Let’s be real for a second: just having a government website is like showing up to a potluck with napkins. Technically, yes, you're participating. But is anyone excited you’re here? Is anyone talking about your contribution? Not likely.
In a world where public trust in institutions is on life support and misinformation moves faster than your aunt in a Black Friday line at Target, a sleek homepage and a few press releases are not enough. What every government agency—local, state, federal—actually needs is a communications strategy. Yes, a strategy. Not a reaction. Not a templated newsletter. An actual, living, breathing, intentional plan to engage people.
Here’s why.
1. The Public Isn’t Psychic
You might be doing incredible work—launching programs, offering services, creating policies that could actually help people. But if no one knows about it? If the only way to find out is through an outdated FAQ page buried six clicks deep? You might as well be whispering into a void.
A strategy ensures your message doesn’t just exist—it gets heard. It takes into account who you're talking to, what they care about, where they’re scrolling, and how they absorb information. Because let’s be honest: most people aren’t looking for updates from a Department of Anything. They’re looking for relevance. You need to meet them where they are, not where your org chart says they should be.
2. Crisis Comms Shouldn’t Be Your Only Comms
If the only time your agency shows up is during a crisis, congratulations—you’re officially “that friend” who only texts when they need something. People remember that energy. And they don’t like it.
A real strategy means you’re communicating consistently, not just when the building’s metaphorically (or literally) on fire. It builds trust over time so that when emergencies do happen, your audience actually listens—because you’ve earned it.
3. Reactive Messaging is a PR Hangover Waiting to Happen
Without a strategy, every response becomes a scramble. Misinformation spreads. Narratives get hijacked. And suddenly your team is doing reputation triage instead of proactive engagement.
A strong comms strategy is like Spanx for your messaging. It smooths the bumps, holds everything together, and gives you confidence when you step out into the world. It sets the tone before others do it for you. And that, my friends, is priceless.
4. Your Website is a Tool, Not the Strategy
A website is where your information lives. A strategy is how it moves. It's what guides your content calendar, shapes your outreach, fuels your campaigns, and helps you talk like a human—not a bureaucratic bot who graduated top of its class in Passive Voice.
So no, launching a “modernized website” isn’t the flex you think it is. It’s step one. The real work starts when you use that platform to connect.
5. People-Centered Strategy = Policy in Action
If you want your policies to work, they need to land in the hands, minds, and hearts of the people they’re meant to serve. That means plain language. Cultural fluency. Accessible formats. Thoughtful outreach. Strategic partnerships. Follow-up. Follow-through.
In short: don’t just talk at people. Talk with them. A real strategy helps you do that.
Final Thoughts (a.k.a. The “Too Long; Still Worth Reading” Recap)
Government agencies can’t afford to treat communication as an afterthought. A comms strategy isn’t fluff—it’s infrastructure. It’s how trust is built, how services are accessed, and how impact is measured. And honestly? It’s how you stay relevant in a world with the attention span of a TikTok.
So yes, revamp your website. Make it mobile-friendly. Add a chatbot if you must. But also: hire that strategist. Fund that comms team. Plan your campaigns. Listen to your community. And maybe—just maybe—become the kind of agency that people want to hear from.
You’ve got important work to share. Make sure the story gets told right.
