REPORT: Agencies Are Getting Better at Communicating with the Public, but Progress Remains

Why It Matters

Effective government communication is essential for rolling out Medicaid and SNAP reforms without disrupting coverage, and data‑rich outreach directly boosts citizen trust and operational efficiency.

Key Takeaways

• Agencies increased use of texts, social media, dynamic forms in 2025
• Radnor, PA saw 98% email subscriber growth after topic‑based sign‑ups
• Agencies lacking audience intelligence experienced 33% more service delays
• Modernized digital services cut help‑desk calls 40% and stalled applications 28%
• 65% of measurement shifted to outcome‑based KPIs in 2025

Pulse Analysis

As federal policymakers tighten Medicaid work‑requirements and adjust SNAP payment rates, state and local governments are under pressure to convey complex eligibility rules quickly and accurately. Traditional reliance on static websites and generic email blasts no longer meets citizen expectations, especially among underserved populations that may lack broadband access. By expanding into text messaging, targeted social platforms, and interactive forms, agencies can meet residents where they are, reducing the risk of coverage gaps and fostering a perception of responsive governance.

The Granicus report highlights a clear data‑driven shift: agencies are moving from merely growing an audience to leveraging behavioral insights and integrated analytics. Tracking click‑through rates, content relevance, and sentiment surveys enables officials to prioritize the most impactful messages, while linking outreach metrics to enrollment and compliance outcomes creates a feedback loop that justifies budget allocations. Early adopters, such as Radnor, Pennsylvania, demonstrate tangible results—nearly doubling email subscriber numbers by allowing topic‑based sign‑ups—showing that personalization drives engagement.

Despite these gains, 70% of surveyed staff cite insufficient technology as a barrier, and only just over half believe current communications build trust. To sustain progress, governments must secure funding for modern digital platforms, train personnel in analytics, and embed outcome‑based KPIs into performance reviews. As more agencies integrate communication and service‑delivery data—up from 15% in 2024 to 42% in 2025—the sector is poised to deliver more seamless citizen experiences, lower call‑center volumes, and faster program rollouts, ultimately strengthening the social safety net.