When public trust is fragile and digital communication risks becoming noise, public sector communicators are searching for tools that cut through and connect. While much of the attention is rightly on digital transformation, sometimes it’s the tried-and-tested methods that prove to be the most powerful.

Enter: the humble leaflet.

by Graeme Davidson

Trust Is Physical

Trust is built on three things: clarity, consistency, and connection. And nothing embodies these more than a physical communication, delivered directly to someone’s home.

Leaflets, letters, and printed notices are tangible. They don’t vanish in an overcrowded inbox, require login credentials, or rely on screen time. They arrive with certainty. And that certainty, in uncertain times, matters.

From flood warnings and planning consultations to bin collection updates and community health drives, residents are more likely to notice, read, and act on printed communications – especially when they are clear, well-designed, and locally relevant.

Beyond Digital Exclusion

One of the most pressing reasons leaflet drops remain essential is digital exclusion. According to the ONS, around 4 million UK adults are classed as “internet non-users” – and they are disproportionately older, economically disadvantaged, or socially isolated.

These are often the residents we most need to reach, and yet, they’re least likely to be reached by email campaigns or social media posts.

Leaflets ensure no one is left out of the loop. They level the playing field of access.

Tone, Language and Layout Matter

Of course, trust isn’t just about delivery - it’s about design. Public sector comms teams have a vital role to play in ensuring printed materials are:

Clear and jargon-free: Plain English builds credibility.
Consistent with branding: Familiarity breeds reassurance.
Inclusive and accessible: Consider translation, large print, and Easy Read formats where relevant.

A well-written leaflet isn’t just an information tool – it must be an invitation to engage. We have written at length about how to design a leaflet or letter and are always open to chatting about best practice.

Case in Point: Planning Consultations

Let’s take planning as an example. When a development is proposed - from a new bypass to a major housing scheme - statutory notices might appear online or pinned to lampposts. But leaflet drops are what truly land with residents.

When done right, they:

Explain what’s happening in a way people can understand.
Show that local voices are wanted and valued.
Encourage meaningful responses before decisions are final.

That’s not just good practice; it’s democracy in action. Have a read of our “Guide to Public Consultations”.

Measuring the Trust Impact

It’s easy to measure click-through rates. Harder to measure trust. But there are still ways to evaluate impact:

Include a call-to-action with a unique phone number or URL.
Use QR codes to track interest from specific areas.
Follow up with a short doorstep or phone survey.
Monitor local sentiment through feedback channels and community forums.

If trust is the goal, then communication shouldn’t end at the letterbox.

Back to Basics Doesn’t Mean Backwards

Letter drops don’t replace digital - they complement it. In fact, some of the most effective public sector campaigns today blend online with offline: a leaflet pointing to a website, a QR code linking to a video explainer, or a letter prompting a social media conversation.

In a world of deepfakes and disinformation, residents increasingly want to know that what they’re reading comes from a trusted source. And that makes print a powerful ally.

Final Thought

If you work in public sector comms, and you’re looking for a way to rebuild trust with your audience, don’t underestimate the power of a simple leaflet.

It shows up. It stays visible. It feels real.

And when trust feels in short supply, that matters more than ever.

Graeme Davidson is business development manager at Letterbox Distribution

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