Building Trust and Engagement Through Public Infrastructure Communication With Jennifer McPherson
- Jennifer McPherson
- Jan 13
- 3 min read
Jennifer McPherson is the President of Chickenango Marketing Solutions. The company specializes in public outreach and marketing for government agencies, and branding, design, and proposal writing for the AEC (Architecture, Engineering, and Construction) sector. Jennifer started her company at age 46 after gaining 27 years of experience in the AEC industry, and she is now launching Chickenango University, an educational program aimed at enhancing marketing and business development skills in the AEC space.
Here’s a glimpse of what you’ll learn:
[08:50] How Jennifer McPherson sold engineers on billion-dollar infrastructure projects
[10:17] Why Chickenango reimagined branding in engineering marketing
[14:13] How Jennifer built a stress-free work environment for her team
[15:47] New public involvement strategies for community infrastructure projects
[18:21] Creative ways to engage citizens at local events and shops
[19:18] Tips for handling difficult personalities in public project meetings
[23:02] How AI is revolutionizing proposal writing for engineers and architects
[25:47] How mindset shifts helped Jennifer balance agency with innovation
In this episode…
It is easy to take public infrastructure for granted — until a new project appears in your neighborhood and suddenly changes your daily rhythm. People want to understand what is happening, why it matters, and how it affects their lives, yet updates are often buried in technical language or arrive far too late. How can agencies and contractors communicate these massive, complex projects in a way that builds trust rather than frustration?
According to Jennifer McPherson, a veteran communicator in the infrastructure world, the answer starts with meeting people where they are — literally. She explains that effective engagement hinges on clear, human conversation rather than engineering jargon. Instead of expecting residents to attend formal meetings, her team shows up in the places where real life happens: ice cream shops, street festivals, school events, even sidewalks along busy corridors. These moments create space for honest feedback, especially when tensions run high. And when people feel heard, Jennifer says, they become more open to the bigger picture and the long-term benefits behind the disruption.
In this episode of Own Your Next, John Corcoran interviews Jennifer McPherson, President of Chickenango Marketing Solutions, to discuss how to build trust and engagement through public infrastructure communication. They explore the shift from traditional public meetings to creative pop-up outreach, how to translate engineering language into something the public can actually understand, and why active listening matters more than polished messaging.
Resources mentioned in this episode:
Quotable Moments
"There's a lot more to serving than going overseas and serving, but you sacrifice a lot from your family."
“You've got to be able to actively listen to people.”
"Just being given the opportunity to be heard is really important for these people."
"I have created an automated system that uses AI and your own data to not only qualify an RFP, that yes, this is something that your team would go after."
"I wanted to do something in the industry, but something a little different."
Action Steps
Meet people where they already are: Bringing engagement efforts to community spaces ensures you hear from a broader, more representative group of residents.
Translate technical language into everyday terms: Clear communication helps people understand the purpose and impact of infrastructure projects without confusion or frustration.
Actively listen before responding: Hearing and acknowledging concerns builds trust, especially when emotions run high or change feels disruptive.
Use varied outreach methods: Mixing public meetings with pop-up events and one-on-one conversations increases participation and improves the quality of feedback.
Close the loop with the community: Following up on what you heard and how it shaped decisions shows respect and reinforces long-term credibility.
Sponsor for this episode...
Chickenango helps brands connect with their communities through thoughtful, strategic communication.
Specializing in public engagement, branding, and messaging for sectors such as transportation, infrastructure, energy, and government, Chickenago turns complex projects into stories people can understand and care about.
With decades of industry experience, their team builds trust through authentic storytelling and genuine collaboration.
Discover how they’re making a difference at chickenango.com.
