A public consultation is supposed to find out what people think. Too often, it finds out mainly who had the time and patience to read a 60-page document.
If residents, businesses and community groups can’t understand what’s being proposed, they can’t respond to it properly. And the organisation misses the views it set out to hear.
Here’s how to write a consultation document more people will read, understand and respond to.
Say what’s being proposed, straight away
Open with a short, plain summary: what you’re proposing, why, who it affects and how people can respond. A few sentences, not a few pages.
Many readers will stop there. Make sure that if they do, they still know enough to decide whether to take part.
Explain why you’re consulting
People are more likely to respond if they believe it will make a difference. Be clear about what’s still open to change and what isn’t.
If a decision in principle has already been made and you’re consulting on how to implement it, say so. Pretending otherwise damages trust, and people notice.
Present the options fairly
If there are options, describe each one in the same depth, with the same honesty about advantages and drawbacks. If the organisation has a preferred option, it’s fine to say so. But don’t write the others as straw men.
A consultation that reads like a sales pitch for a decision already taken will attract scepticism, and possibly a challenge.
Show what it means in practice
“Changes to the frequency of waste collection services” is accurate. “Your general rubbish would be collected every three weeks instead of every two” is understandable.
Wherever you can, translate policy into its everyday effect. Use examples, maps and specific figures. People respond to what they can picture.
Write the questions carefully
The questions are the most important part of the document, and often the least considered.
Keep them short and neutral. Ask one thing at a time. Avoid leading wording such as “Do you agree that improving road safety is important?” Almost everyone will say yes, and you’ll learn nothing.
Give people room to explain their views in their own words, as well as tick boxes.
Make it accessible
Some people will read the document on a phone. Some will use a screen reader. Some will need it in another language or an easy-read format.
Follow your organisation’s accessibility standards, keep the main document as short as possible and put the technical detail in appendices for those who want it.
Close the loop
Tell people what will happen after the consultation closes, and when. Then, when the decision is made, publish what you heard and how it influenced the outcome.
People who see that their views were considered are far more likely to respond next time.
A quick checklist
- Can someone understand the proposal from the first few sentences?
- Is it clear what’s still open to change?
- Are the options presented fairly?
- Are the questions short, neutral and asking one thing at a time?
- Does the document say what happens next?
I’ve written for the Cabinet Office, the Department for Communities and Local Government, the NHS, the Parliamentary Ombudsman and many local authorities. See how I help public sector organisations or get in touch.