Misinformation spreads fast, and in local government, it can erode public trust, distort facts, and create unnecessary panic. During a recent ICMA Learning Lab webinar hosted by Zencity, communication leaders Angela Wilson (Town of Frederick, CO) and Elizabeth Saab (City of Dallas, TX) shared real-world strategies for navigating this challenge with transparency, structure, and empathy.
Here are six takeaways from their insights:
1. Start with Internal Trust
Both speakers emphasized the importance of trust and transparency within the organization. If internal staff and elected officials are consistently looped in and empowered with accurate information, they are less likely to unintentionally spread misinformation, and more likely to serve as proactive messengers.
“Misinformation starts with us,” said Angela Wilson. “If we are the trusted source and model open communication with our internal teams, that sets the tone externally too.”
2. Centralize Communications (When Possible)
Elizabeth Saab outlined the challenges of managing messaging across a sprawling city like Dallas, where departments often operate independently. Her solution? Create centralized branding and communication “pillars,” each with a designated spokesperson who acts as the subject-matter expert.
Angela Wilson, representing a smaller town, stressed the benefits of a single communication voice and recommended forming a cross-department communicators group—even in centralized systems—to build relationships and surface department stories.
3. Choose Your Battles (and Platforms) Wisely
While correcting every social media rumor is tempting, not all misinformation warrants a response. Both speakers stressed evaluating the impact of misinformation before engaging.
“If someone’s just venting about a water bill, we don’t jump in,” said Saab. “But if it risks harming community perception or safety, we act fast with clear, coordinated messaging.”
4. Invest in Media Relationships
In times of crisis, strong media relationships pay off. Angela described how her town’s response to a nationally reported homicide case benefited from established trust with local reporters—enabling accurate, timely updates that reduced speculation.
“Don’t be afraid of the media,” she said. “They’re doing their job, and if you’ve built trust, they’ll help share facts when it matters most.”
5. Don’t Feed the Trolls
Both panelists agreed that engaging with bad-faith actors or conspiracy theorists online rarely ends well. Instead, they recommended using facts, FAQs, and proactive outreach to reach the 80% of residents who are reasonable, curious, and open to hearing the truth.
6. Technology Gaps Can Fuel Misinformation
Saab candidly discussed how outdated or confusing tools—like Dallas’s 311 app—can inadvertently create misinformation. For instance, service requests marked “closed” when only referred to another department made it seem like issues were ignored.
“Technology limitations can undermine public trust,” she noted. “Sometimes misinformation is rooted in process, not malice.”
Final Thought: Trust is Built Before the Crisis
As one speaker put it: “It takes years to build trust and seconds to lose it.” Whether you serve 8,000 residents or 1.3 million, misinformation management requires consistent transparency, smart structure, and a whole lot of listening.
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Join the Ongoing Conversation
This webinar was part of the Zencity Impact series. Want to keep learning and collaborating with your peers in local government? Join the Zencity Impact LinkedIn group and be part of the national conversation on transforming public input into public impact.
