Effective communications require understanding people's motivations and values. People are motivated by different values like tradition, status, or ethics. Communications need to match these values and address people's core concerns to influence them. Most people feel listened to if they can air their views, even if the outcome doesn't match their preference. Different communication channels work best depending on people's values. Frontline staff are important for communicating with more tradition-driven residents. Understanding communities' values is key to building trust and engagement during a time of budget pressures and changing approaches.