City of Panama City, FL

I believe one of the most important things local government can do is make sure residents have the information they need, when they need it. That sounds simple, but the way people get information has changed dramatically. Today, people are checking their phones, scrolling through social media, reading emails and searching online for answers. If we want to reach residents, we have to meet them where they are.

Creating a More Responsive Digital Government

One of the biggest initiatives I have led with the City of Panama City has been transforming how we communicate with our community. We have expanded social media, redesigned our website, introduced a digital newsletter, increased our use of video and launched a mass notification system, while also moving services like utility billing and permit applications and tracking online. The goal is not simply to use more technology, but to make government more accessible, understandable and responsive.

A key part of that strategy is making the City’s website our central information hub. Whether residents first see something on social media, in traditional media, through email or by text, we provide a path back to the website for complete information, details and updates. This creates a consistent, trusted reference point while allowing each communication channel to serve its purpose.

Building Trust through Better Communication

Just as important, we use digital platforms to listen. Social media gives us insight into the questions residents are asking, the topics generating conversation and areas where information may need clarification. A single question or recurring concern can help us identify when we need to explain something further, provide additional information or create a video or other resource. In that sense, social media is not just a way to communicate with residents—it is also a way to listen to them.

Two-way communication is important to building trust. Government communication should not be a one-way street where we simply put information out and move on. We need to listen, respond and show residents that we are paying attention. These efforts help bridge the communication gap between government and citizens, but they also create a path toward greater trust. When residents can easily find information, understand what their government is doing and see that their questions are being heard, the government becomes more accessible and the relationship becomes stronger..

The goal is not simply to use more technology, but to make government more accessible, understandable and responsive.

This becomes especially important during an emergency. Residents need information that is accurate, immediate, clear and consistent. Our mass notification system allows us to send urgent information via text, email or phone, but no single channel is enough. A text can get someone’s attention immediately, while the City’s website and social media can provide additional information and ongoing updates. The key is making sure those channels work together. One of the most important lessons I have learned is to communicate early, communicate clearly and keep communicating.

Putting Residents before Technology

Our digital communication efforts are producing measurable results: website new users are up 40 percent, sessions 37 percent, and Facebook reach 46 percent, with engagement up 70 percent. We have also sent more than 300,000 text notifications while maintaining an 88 percent subscriber retention rate—showing residents are actively seeking information and staying connected.

But success is about more than clicks or followers. Can residents find, understand and trust the information they need? To better answer those questions, we have simplified website content, improved navigation and search, made the site mobile-friendly, added an AI-powered chatbot and expanded our use of video to make complex information easier to understand.

I encourage public-sector leaders to start with the resident, not the technology. The question should be, “How can we make it easier for residents to get information, access services and connect with their government?” That does not always require new or expensive technology. Sometimes it means using existing tools in new ways, such as creating videos to explain projects, or taking advantage of the many free and low-cost digital resources available. Ultimately, it is about understanding what residents need and finding creative, practical ways to meet those needs.

Digital communications is not a one-time project. Technology will continue to change, and so will our communities. We have to keep listening, measuring what works and adapting. Most importantly, I believe technology should support relationships, not replace them. When we use digital communication thoughtfully, we can do more than share information. We can create dialogue, build trust and help people feel more connected to their community and their local government or public agency.