Humor: Does it Belong in Government Communications?
Should government agencies use humor in communications? When it comes to government communications, the use of humor may not be the first thing that comes to mind. However, incorporating humor can improve the effectiveness of government communications. The successful integration of humor in government communications can capture user attention, increase engagement, and convey complex information in an accessible and relatable way. In a world where people are bombarded with digital communications, a humorous approach can make government communications stand out amongst the overwhelming digital “noise.”
Additionally, humor can also help to humanize government agencies, making them more approachable and relatable to the public. This humanization effect is especially important in an era of historically low public trust in government agencies and officials. By using humor, government agencies can build a positive and memorable brand image that resonates with diverse communities and multi-generational target audiences.
3 Examples of Humor in Government Communications
Let’s look at a few federal and state government examples of agencies that successfully integrate humor into their official communications:
National Park Service
The National Park Service, for example, is known for its humorous social media posts that combine stunning photos of national parks with witty captions. For example, in one post, the National Park Service shared a picture of a rabbit with the caption,
"The last thing a plant sees...
That’s one steamed bun. Did you know Eastern Cottontails actually produce two different types of droppings? The first is soft and green in colour and is usually re-ingested (eaten) so that the rabbit can digest it more thoroughly, ensuring they get all possible nutrients. The second is small and hard and is only waste, having had all the nutrients extracted from it. What we’re saying is just be careful picking up colorful objects you may find on the ground today. That’s no jellybean!”
Transportation Security Administration
The Transportation Security Administration (TSA) also uses humor in its communications, often making light of the more frustrating aspects of air travel to educate passengers on security procedures. In an effort to increase awareness about packing restrictions, TSA posted: “Taco-bout a corny way to travel! It a-maiz-es us how many tortillas could fit in this bag. So lettuce spill the beans on how to best travel with food items. In queso you were wondering, solid foods are good to go with no quantity limitations! We may, however, ask you to remove your food before screening.”
California Department of Health
The California Department of Public Health has also successfully used humor in its campaigns to raise awareness of public health issues such as flu prevention. While the topic may not be humorous (the flu is no laughing matter!), relaying the campaign message in a humorous way can be very effective.
Benefits of Using Humor in Government Communications
Integrating humor into government communications can help the government agency to reach a broader audience and strengthen community relationships.
Here are a few potential benefits of strategic and effective usage of humor in government communications:
Humanizes the Government Agency
Government agencies are often seen as bureaucratic and distant; people might not trust or feel connected to them. Using humor, government agencies can humanize themselves and make people feel more comfortable with them. When a government agency uses humor, it becomes more relatable, and people can connect with it on a personal level. This can help the agency build trust with its audience and make it more approachable, demonstrating the government agency is not just a faceless bureaucratic institution. When developing humorous content, consider how the message can add a personal touch to the very saturated, impersonal digital space.
Increases Engagement and Reach on Social Media
Humor is an effective way to create engagement on social media. People are more likely to share and remember communications that make them laugh or smile. When government agencies use humor in their social media posts, they increase engagement, which, in turn, increases reach. This can help government agencies connect with a broader audience in a cost-effective way.
Improve Comprehension of Complex Communications
Government agencies often have to communicate complex information to the public. Using humor, they can make complex topics more accessible and easier to understand. When a government agency uses humor to explain complex issues, people are more likely to engage with and retain the information. This can help the agency communicate its message effectively and ensure people understand it.
Connecting with Younger Demographics
Younger generations, such as Generation Z and Millennials, are more likely to use social media and respond well to humor. Using humor on social media allows government agencies to connect with younger audiences and make their message more appealing. When a government agency uses humor, it shows that it understands its audience and is willing to communicate with them on their terms. This can help the agency build relationships with younger audiences across multiple social media platforms.
Learn more: 4 Government Social Media Challenges (and Solutions!)
Considerations for Using Humor in Government Communications
While there are many benefits of using humor in government communications, there are also considerations that government agencies should keep in mind when incorporating humor into their messaging:
First, government agencies need to be aware of their brand and reputation when using humor. Agencies should ensure that their use of humor is appropriate and aligned with their brand values and mission. Avoid any content that is offensive, inappropriate, insulting, or insensitive.
Second, government agencies should also be sensitive to cultural norms and values. For example, what may be humorous to one group of people may be offensive to another, so agencies should evaluate perception possibilities across diverse demographics.
Finally, government agencies should ensure the humor doesn't overshadow the message. While humor can be a great way to capture people's attention and keep them engaged, it's important to remember that the ultimate goal is to communicate a message or information. Humor should enhance the message, not detract from it.
Learn more: Restoring Public Trust through Social Media
Government Communications Success
Humor can be a valuable tool in government communications. By using humor effectively, government agencies can increase public trust, engagement, and understanding of important issues. However, agencies must also be mindful of their brand, cultural sensitivities, and message when using humor. Additionally, humor’s usage should support the organization’s mission, culture, and values - not go against it. Nevertheless, when implemented effectively, government agencies can use humor to create memorable and effective communications that resonate with their target audience.
For additional information on digital marketing for government agencies:
Becker Digital provides consulting and marketing services to government agencies. We have extensive experience supporting content marketing initiatives for local, state, and federal government agencies and nonprofit organizations. Contact us to schedule a consultation and learn more about how digital marketing can enhance your organization’s mission.
Becker Digital is proud to be a CVE-verified Service-Disabled Veteran-Owned Small Business (SDVOSB), SBA-certified HUBZone Business, and Virginia SWaM-certified (Micro, Small, and Service-Disabled Veteran-Owned) Business.