Engagement is a process, not a product. This attitude acknowledges that the community will be ever-changing, and strategies and practices will have to be adjusted over time to remain effective and real.
Engagement rests on relationships.
Relationships take time to develop and must be nurtured. Mutual trust and a sense of integrity develop as relationships grow. Engagement is two-way. It is listening, conversing, identifying needs the audiences have and then responding how those needs can be addressed. Finally, it is following through and following up, so that the audiences will know they have been heard and so that they know 4J is to be trusted.