The Evolving Role of Communication in the Assessment Industry

Trust is the foundation of any relationship, whether it's a friendship, a romantic partnership, or the link between an assessment professional and the community they serve. The 2022 Edelman Trust Barometer, a global survey that measures public trust in business, government, media, and NGOs (including religious organizations and non-profits), reported a decline in government trust across all metrics from 2021 to 2022. In fact, 66 percent of global respondents believe their country’s governments are purposely trying to mislead people.

The assessment industry in Florida has always prioritized public transparency, but the need for more effective public information strategies is more evident than ever. An increasing number of property appraiser’s offices across the state are now utilizing full-time and part-time staff dedicated to community engagement, a move aimed at boosting public trust in the assessment process. This approach aligns with the International Association of Assessing Officers’ (IAAO) revised Standard on Communications and Outreach, formerly the Standard on Public Relations.

In 2022, the IAAO established a Public Relations Task Force to revise the standard initially adopted in 2011. This update, essential to addressing current communication challenges, was spearheaded by Task Force members who are industry experts. Their mission was to create a modern standard that captures the best practices and guidelines for effective communication and outreach by assessment offices. The updated and renamed standard was adopted as a technical standard nationwide in July 2023.

The standard emphasizes the importance of communication in enhancing public understanding of the assessment process, procedures, and the role of the assessment office. It highlights that effective communication can lead to improved compliance and cooperation from the public. Recognizing that not every assessment office has the resources to hire a dedicated communications employee, the standard offers a range of flexible suggestions that can be adapted according to the unique capabilities of each office.

As a best practice, assessment offices should develop a comprehensive communication plan that addresses the needs of various stakeholders, including property owners, media, and government agencies. The plan should outline strategies for using different communication methods and media to disseminate information effectively.

The adoption of modern technology and digital platforms is recommended to enhance communication efficiency. This includes maintaining a functional and informative website, utilizing social media and other online tools to reach a wider audience and facilitate easier access to assessment-related information.

Assessment offices are also encouraged to implement mechanisms for collecting feedback on their communication efforts and to regularly evaluate the effectiveness of their communication strategies. This helps in making necessary adjustments and improvements to meet the evolving needs of their community.

The IAAO's Standard on Communications and Outreach highlights the critical role of effective communication and public engagement in the field of property assessment. It provides a framework for assessment offices to establish and maintain a positive relationship with the public, thereby enhancing the credibility and functionality of the assessment system.

You can find the standard online at iaao.org > Resources > Technical Standards.

Andy Janecek, CFE, is the Director of Public Relations for the Leon County Property Appraiser’s Office. He contributed to the revised standard as a member of the IAAO’s Public Relations Task Force.

This article was published in the Spring 2024 issue of the Florida Chapter of the IAAO's newsletter.