In an increasingly fragmented media landscape, the challenge for local governments to meaningfully connect with and inform their citizens has never been more acute, requiring a blend of creative strategy and authentic engagement to cut through the noise. The Town of Clayton’s Communication & Outreach Department has not only met this challenge but has set a new benchmark for excellence, culminating in a year of significant achievements recognized at both the state and national levels. The department’s strategic and heartfelt approach to public service was recently celebrated at the North Carolina Public Relations Society of America’s (NCPRSA) 2025 Strategic Communications Conference in Raleigh. During the event, the team’s outstanding work was honored with four prestigious Inspire Awards, a testament to their success in fostering community engagement, enhancing government transparency, and building stronger public trust through innovative communication initiatives that have resonated deeply with the residents they serve.
Innovative Campaigns That Resonate with the Community
A key factor in the department’s success has been its ability to craft campaigns that are not only informative but also culturally relevant and emotionally engaging. This was exemplified by the “Treat Yo’ Self” Self-Care Day Campaign, which earned an Inspire Award in the Creative Tactics category. Drawing on humor and nostalgia, the campaign encouraged residents to explore local destinations through a video that quickly became one of the town’s most-watched, amassing over 12,000 views. In a different but equally impactful initiative, the team orchestrated the comprehensive Downtown Clayton Social District Launch Campaign, which won in the Integrated Communications category. Successfully introducing a new public space where patrons can enjoy beverages required a nuanced, multi-channel approach. The department deployed a mix of compelling digital content, informative print materials, and strategic media outreach, resulting in over 120,000 social media impressions and overwhelmingly positive community feedback, demonstrating a keen ability to manage complex public rollouts with clarity and finesse.
Beyond public-facing marketing, the team’s award-winning work also focused on strengthening the internal and educational pillars of government communication. In the Media Relations category, the department was honored for its in-house Media Training Program, a strategic initiative designed to equip Town leadership with the necessary skills to communicate with confidence and clarity. Through personalized coaching sessions and realistic mock interviews, the program ensures that town officials can effectively navigate media interactions and public events, thereby fostering a more transparent and responsive government. Similarly, the Clayton4U Educational Video Series, a winner in the Public Affairs/Public Service category, tackled the persistent challenge of making complex municipal topics accessible. By transforming frequently asked questions and intricate local government processes into engaging, in-house produced videos under 90 seconds, the series demystified governance for thousands of residents, earning nearly 120,000 views in its inaugural year and solidifying the town’s commitment to open communication.
From Local Success to National Recognition
The impact of the department’s innovative strategies extended far beyond state lines, culminating in national recognition that positioned the team as leaders in the field of municipal communications. The remarkable success of the Clayton4U video series, in particular, caught the attention of the City-County Communications and Marketing Association (3CMA), a premier national organization for government communicators. This led to an invitation for the department to present its expertise at the 3CMA 2025 Annual Conference. There, they shared their proven methodology for leveraging short-form video to simplify complex subjects and significantly boost public engagement. Communication Director Nathanael Shelton expressed immense pride in his team’s achievements and underscored the value of sharing their successful strategies with peers on a national stage, highlighting a commitment to advancing the profession as a whole by contributing to a broader dialogue on effective public service communication.
The collective accolades and national platform achieved by the department were a direct result of a dedicated and forward-thinking approach to public service. Town Manager Rich Cappola praised the team for not only their creativity and strategic brilliance but also for the “heart and hustle” that underpinned every project they undertook. This combination of professional skill and genuine passion was instrumental in strengthening the town’s connection with its community. The department’s work ultimately provided a powerful case study in modern municipal communication. By seamlessly blending creative digital tactics with crucial internal training and an unwavering commitment to transparency, the team established a new, higher standard. Their efforts demonstrated that effective local government communication was not merely about disseminating information but about building lasting relationships founded on trust, clarity, and a shared sense of community purpose.
