The Jackson Town Council Workshop on July 21, 2025, spotlighted a comprehensive strategic communications plan aimed at enhancing community engagement and trust in local government. Susan Carlotta, the director of external affairs, presented the plan, which was developed in response to council directives and aims to unify the town's messaging and branding efforts.

Carlotta emphasized the importance of refreshing the town's mission and values, which have not been updated since 2012. She noted that the current mission statement is lengthy and could benefit from simplification to better resonate with residents. The plan seeks to engage the community in this process, ensuring that the updated mission reflects the needs and perspectives of Jackson's diverse population.

A key focus of the communications strategy is to address the declining trust in government, which has been documented in recent studies. Carlotta highlighted that fostering trust is essential for encouraging community participation in governance. The plan proposes regular opportunities for interaction between town representatives and residents, including public comment sessions, community events, and open houses.

The strategic communications plan also introduces the "80/20 rule," suggesting that 80% of communications should provide value through education and engagement, while only 20% should focus on compliance and mandates. This shift aims to create a more inviting and informative dialogue with the community, moving away from a reactive approach to a more proactive and strategic one.

In addition to enhancing community engagement, the plan outlines the importance of cohesive branding to improve public perception and trust. Carlotta noted that effective branding can demystify complex government programs and make information more accessible to residents.

The workshop concluded with a commitment to implementing the strategic communications plan, with the expectation that it will lead to a more engaged and informed community, ultimately strengthening the relationship between the town and its residents. The council anticipates that these efforts will not only improve communication but also foster a sense of ownership and connection among community members.