Innovation policies need to be socially embedded for them to effectively contribute to addressing major societal challenges. Engaging citizens in innovation policy-making can help define long-term policy priorities, enhance the quality and legitimacy of policy decisions, and increase the visibility of innovation in society. However, engaging all groups in society and effectively integrating citizens' inputs in policy processes is challenging. This paper discusses why, when and how to engage citizens in innovation policy-making. It also addresses practical considerations for organising these processes, such as reaching out to diverse publics and selecting the optimal mix of methods and tools.