Scugog outlines plan to enhance public engagement and outreach

DARRYL KNIGHT Local Journalism Initiative Reporter for The Standard

SCUGOG: A comprehensive review, of how the Township of Scugog communicates with residents, is setting the stage for potential improvements in outreach, storytelling, and public engagement, though council has opted not to endorse the recommendations at this time.

The findings were presented as part of a detailed report, from, Director of Communications and Strategic Projects, Lori Bowers. This was included on the agenda, for the December 1st General Purpose and Administration Committee meeting. The review, conducted by Redbrick Communications, examined: how the municipality shares information, how residents prefer to receive it, and how the township can strengthen its communications over the next decade.

Redbrick’s, Andrea Montgomery delivered a presentation, lasting more than an hour, outlining: the firm’s methodology; the community feedback collected; and a proposed long-term strategy, built around three pillars and 14 goals. Ms. Montgomery emphasized the strategy serves as a framework, noting, implementation details would ultimately need to be shaped by municipal staff.

“This is meant to guide the work,” Ms. Montgomery said, during her presentation. “The timelines and specific actions would be refined, once staff have the opportunity to review what is feasible and appropriate.”

Councillor David LeRoy echoed that sentiment, suggesting, the items in the strategy would likely look different, after staff input and timelines would need to be reorganized, to reflect local capacity and priorities. Despite the discussion, councillors chose not to endorse the recommendations, at this time.

Earlier in the meeting, Ms. Bowers highlighted the importance of strengthening the township’s communications approach. “Communications and engagement are essential, to building trust and ensure our residents feel both heard and informed,” she explained. “This strategy gives us a roadmap, for modernizing how we connect with people and how we share the story of Scugog.”

Council has repeatedly stressed the importance of timely, accessible public information, especially amid staffing changes and increased expectations for both digital and traditional communication. The Redbrick review analyzed local media habits, current communications tools, digital analytics, and the strong response generated by a township-wide public engagement campaign. The proposed strategy included: enhancements to internal communications processes, stronger storytelling, expanded use of non-digital channels, targeted outreach efforts, strengthened issues management, and improved social media engagement.

The township’s recent Communications Strategy outreach campaign earned Scugog a Gold Award, at the 2025 Marcom Awards, recognition, Ms. Bowers said, demonstrates the municipality’s commitment to improving how it communicates.

“We were thrilled to be recognized,” she explained. “But more importantly, the feedback we received from the public gives us a strong foundation, as we continue this work. We want residents to see themselves reflected in our communications and to feel connected to what’s happening across Scugog.”

Although council did not endorse the Redbrick recommendations, discussions about the township’s communications direction are expected to continue. Councillors indicated, they remain committed to supporting proactive communication and meaningful public engagement, with the understanding, any future strategy will require careful alignment with staff capacity, budget considerations, and community needs.