7 ways to revolutionise government communications in 2025

Our world is becoming increasingly digital, and that’s directly impacting the interactions people have with government organisations. Citizens today want faster responses, clearer information, transparency and more personalised digital experiences from their Australian public services.

Government IT workers are well aware of a gap between citizens’ expectations and the quality of government digital services; 83% admit they need to do more to bridge it. This isn’t just a case of delivering critical information, either. Modern government communications need to be fast and personal, fostering trust while making it easier for everyone to participate in decisions that affect their communities.

In this article, we’ll discuss why government communications matter, explain how the benchmarks are shifting, and explore what government entities can do to meet the evolving needs of the citizens they serve.

Much of the data in this guide comes from Salesforce’s Connected Government Report (Second Edition). Read the full report for insights on the current state of public services and the ways government agencies are using technology like AI to keep pace.

Government communications refers to the ways public sector organisations share information and deliver services to their citizens. It can take many forms, such as:

As you can see, there’s more to it than sending out critical announcements. Effective government communications need to be fast and accurate, building trust with citizens while encouraging active participation from them. Let’s take a look at how agencies can achieve this.

Effective government communication is essential for transparency and trust, but this doesn’t make it a straightforward task. Legacy IT systems, siloed departments, and outdated processes can slow down response times and create inconsistent messaging, making it a constant challenge to deliver the personalised experiences citizens expect.

But there are solutions to this problem. In the coming sections, we’ll outline seven strategies government entities can use to revolutionise communication and build stronger connections with the public in 2025:

1. Centralise public information with a unified platform
2. Build trust through transparent, data-driven messaging
3. Engage citizens with two-way communication tools
4. Drive policy awareness and behaviour change at scale
5. Improve emergency communications with automation and reach
6. Use smart segmentation to be more inclusive
7. Train staff in modern communication tools

Let’s get into each of these effective communication strategies one by one.

Traditionally, government agents publish updates and information on department-specific websites and accounts. On one hand, it helps teams keep control over their content; on the other, it leads to inefficiencies, delays, inconsistencies, and confusion for citizens.

Fixing this problem begins with centralising information. Consolidating key service updates, announcements, advice, and FAQs in one place breaks down silos and improves messaging consistency. It also ensures citizens know where to go for trusted support.

This has benefits for staff, too. Public sector reps are 43% more likely than private sector peers to need multiple screens to complete tasks due to fragmented systems and inefficiencies. Centralising information can resolve the problem of team members needing to switch between multiple systems to get the data they need for day-to-day decision-making.

A good way to make the shift is with a unified platform, such as Salesforce’s Public Sector solution. Our system gives public servants a 360-degree view of citizens, stakeholders and partners, helping to streamline communication and improve efficiency for all government organisations.

Citizens today want accessible, transparent communication that they can understand and engage with. While annual reports and static website updates provide valuable information, they can also feel outdated and be difficult to digest.

There are three strategies that work in tandem here to improve the quality of communication:

• Cutting jargon and using everyday language that citizens can understand
• Using visual elements like dashboards and reports to share real-time metrics
• Increasing the frequency and proactivity of communication to keep citizens in the loop

In particular, sharing data-backed updates on initiatives, public spending, and service delivery performance shows accountability, which is necessary for building trust.

This kind of transparency is especially important as AI becomes deeply embedded in services. Sixty-seven per cent of the public expect governments to protect them from AI’s negative impacts. Showcasing how your government agency is monitoring and applying AI responsibly can reassure the public and strengthen their confidence in your organisation.

The best place to start is with a data analytics solution. For instance, Tableau helps government agencies transform raw data into engaging visualisations. Aside from making real-time communication faster, this also makes data more easily digestible for citizens.

Most government communication today flows in one direction. Press releases and website updates convey information but don’t invite dialogue. This can create a disconnect where citizens feel unheard while also making it harder for governments to improve their services based on feedback.

Modernising communication means introducing tools that enable two-way conversations. Let’s look at a few examples:

• Surveys and feedback forms let citizens have their say on key matters.
• Live chat offers instant support and answers to queries while freeing up time for staff.
• Co-design platforms involve citizens directly in shaping policies and services.

It’s also exciting to see how agentic AI platforms like Agentforce can facilitate two-way communication through 24/7 support, reducing issues faster while escalating queries as needed.

For example, the Salesforce Help site now uses Agentforce to resolve over 80% of visitor issues without human agents, freeing up time while providing more reliable, always-on support for customers.

Government entities often leverage nationwide press releases to inform citizens about new policies or services. These messages might reach some citizens, but they don’t typically engage people enough to inspire action (especially among hard-to-reach groups).

The best way to overcome this challenge is to meet people where they are. Creating multi-channel campaigns personalised to different regions or demographics can make content more accessible and engaging to unique groups. Governments should also use formats that citizens are familiar with, such as video, images and social media to drive engagement.

A great example of this communications strategy comes courtesy of the New Zealand Police’s recent remake of a viral recruitment video , which features diverse cast members in relatable everyday scenarios. This video illustrates the countless ways members of the police force assist citizens and is designed to drive recruitment and build trust.

Solutions like Marketing Cloud help government agencies launch citizen-first, multi-channel campaigns and communicate effectively for maximum engagement. Find out how our government marketing solution can help.

Speed and clarity can save lives when it comes to emergencies like bushfires and floods. However, many government agencies still rely on manual processes like fragmented SMS messages and email chains for emergency management. These methods can be slow and prone to errors.

Digital transformation is the name of the game here. Setting up instant multi-channel alerts gives government entities the ability to reach citizens in real time with critical updates. Automation can segment audiences so the right people get the right message when they need it, reducing confusion.

As one example, tools like Marketing Cloud’s Mobile Messaging let governments set up automated notifications to send across SMS, social media and mobile apps simultaneously, ensuring nothing slips through the cracks. Pairing this with Agentforce to handle routine queries also frees up more staff time for high-priority emergency support.

The Australian government usually favours broad communications, but this can leave specific communities and individuals out of the picture. For instance, a flood warning in English won’t help those who speak another language, and a web update won’t reach those reliant on SMS.

Today, 50% of people expect organisations to adapt to their changing needs and preferences. This means governments need to rethink how they reach and engage with their citizens.

Smart segmentation involves using unified citizen data to personalise communications based on language, location, interests and needs. This could mean using SMS, email, websites or even platforms like Instagram and Facebook. The Australian Electoral Commission is set to join TikTok , for example, to connect with younger voters.

To ensure the success of this approach, it’s important to build an understanding of who your different target audiences are, where they frequent and what they need. Let’s look at a few examples:

Building that understanding all starts with centralised, consistent data management. Data Cloud can help you unify data from every system and department under one roof. This helps government agencies create accurate audience segments and meet citizens where they are.

Implementing the tips above isn’t an overnight task, and the success of your strategies will rely on the teams that put them into action. However, many government teams rely on manual processes and outdated systems. This can leave staff unprepared, slowing down adoption.

As government agencies modernise, they need to invest in structured and ongoing education and training that equips employees with the skills to navigate new digital solutions and meet citizens’ needs. Upskilling in areas like AI-driven communication and digital engagement can help teams respond faster and deliver personalised messaging while staying compliant.

Platforms like Salesforce Trailhead make this training process scalable across entire organisations. Staff can access guided learning paths on everything from AI to audience segmentation and track their progress as they improve. All of this helps agencies maintain momentum as they deliver strategic communication and meet the standards citizens expect.

Revolutionising government communication means we need to move beyond outdated blanket messages and toward transparent, responsive, two-way engagement.

By centralising information, automating routine tasks, personalising outreach and giving the public the chance to participate in key decisions, government agencies can deliver faster and more inclusive experiences while building trust with citizens and communities.

Salesforce’s suite of tools is here to support the transition. Here’s how we can help:

• Our Public Sector solution creates a central hub for all government communications.
• Marketing Cloud helps agencies launch personalised, omnichannel campaigns.
• Agentforce handles routine inquiries, freeing up time for high-value tasks.
• Data Cloud lets government entities unify data, improving the quality of services.
• Trailhead helps train teams to leverage new tools and meet citizens’ expectations.

Ready to make change happen? Explore the Salesforce CRM today to see how we can help you build a smarter, more responsive government communication strategy.