Most of us have become so accustomed to opening our newspapers or hopping onto the internet to find out what’s happening nearby that we become impatient and quickly change our plans when the information we seek isn’t easily accessible. That’s why restaurants that regularly post their specials online and in print ads are apt to draw many more loyal customers than those who advertise randomly or not at all.

It doesn’t take a genius to figure out how important good marketing is to a business’s success.

Yet when businesses, including governmental entities, cut corners, marketing activities are often the first to go. This is very short-sighted.

It happens because some people see advertising, public relations, and communications professionals as a perk or an unnecessary frill that wastes money. Some think these duties can be effortlessly tacked on to other people’s jobs. They don’t realize the enormous effort it takes to keep us informed. We count on skilled communications and marketing professionals to put reliable information where we can easily find it when we want it. That may be in print, on television, radio, online, or in places we don’t often think about, like on billboards or in brochures.

None of us want to be misled by false information created by people who don’t know what they’re talking about. Not only can that waste our time, it can be dangerous. Think back to all the crazy and sometimes lethal cures some suggested for diseases like COVID-19. We need quick and easy access to reliable, truthful information on all kinds of topics that can impact our lives.

Most of us want to know about upcoming events. Many are interested in knowing what is happening locally regarding issues and social causes that are important to them, like environmental and energy conservation. People also deserve to know what government programs or public services are available to them and have the opportunity to participate if they wish.

Governmental advertising is essential to keep the public informed. Citizens need to know about new regulations and changes to existing policies that impact them. This is especially true with public health messages. Imagine if no one told people about a boil water order or a recall of a tainted food product that had caused deaths.

We’re all better off and safer when accurate, timely, frequent messages reach us regarding topics like road safety, disaster preparedness, and disease prevention. We also need correct emergency contact information. Plus, we’re all likely to be healthier if more of us, including our friends and neighbors, are encouraged to adopt positive behaviors.

Advertising is also vital to attracting investment by showcasing business opportunities, investment incentives, and the economic potential of communities. It can stimulate growth, create new jobs, and improve the overall well-being of everyone living there.

Citizens also deserve to know how public funds are spent. The government must be transparent and accountable, sharing budgets before money is spent and showing audits afterward. This fosters greater trust in the government, something especially needed in the current political climate.

One of the most essential functions of government is to educate and inform their constituents about what is happening locally. Another is to entice nonresidents to visit and support local businesses. Consequently, governments must communicate accurately and regularly with the public to let citizens know what the government is doing for them.

The Northern Chautauqua Community Foundation’s Local Economic Development committee believes no business can make it without marketing. We should all support advertisers, whether in the private or public sectors. None of us would know what’s happening without the capable communications professionals who keep us well informed.

Patty Hammond is Economic Development Coordinator at the Northern Chautauqua Community Foundation. The Local Economic Development (LED) Initiative is a standing committee of the Northern Chautauqua Community Foundation (NCCF). Send comments or suggestions to Patty Hammond at phammond@nccfoundation.org