HomeMy WebLinkAbout03/01/2011, B4 - BUDGET COMMUNICATIONS PLAN council
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CITY OF SAN LU IS O B I S P O
FROM: Katie Lichtig, City Manager
Prepared By: Michael Codron, Assistant City Manager
SUBJECT: BUDGET COMMUNICATIONS PLAN
RECOMMENDATION
Endorse the proposed Budget Communications Plan, which includes guidelines and
recommendations to improve the flow of information between the City, the public and the media.
DISCUSSION
Situation
The City's Administration Department has developed a communications plan to help guide the
City towards being more effective at communicating with the public and the media. The report is
focused on budget communications with an implementation plan of two years, but can serve as a
blueprint for a long-term approach to communications about other City programs and services.
Plan Overview
The Budget Communications Plan was prepared following a series of one-on-one and small
group interviews. Research steps cited in the report include:
• Individual interviews with members of the City Council
• Individual and group interviews with key members of the City's senior staff
• Presentations to and discussions with City department heads
• Individual interviews with community leaders
• Evaluation of City printed materials
• Analysis of media coverage of City issues
• Evaluation of the City's web site
This effort has resulted in a report that considers the challenges and opportunities facing the City
as it embarks on an effort to enhance its communications with the community and employees..
The overall objective is to inform stakeholders about the City's budget to foster openness and
transparency in City government and increase opportunities for input.
The report includes specific recommendations on methods to employ going forward. The effort
will be led by the City's Administration Department, and will take advantage of skilled writers
and critical thinkers throughout the organization. Implementation of the plan is expected to result
in more consistent and effective messaging by the City. This effort will help provide community
members with a better understanding of City budgetary matters, and empower residents with
information to act on when they are engaged in the public decision-making process.
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Budget Communications Plan Page 2
Audiences/Key Messages
The report identifies a number of audiences that the City normally has reason to communicate
with on budget matters. The list is not exhaustive, but provides a good sampling of the
community including residents, businesses, educational institutions, other public agencies, non-
government agencies and advisory bodies. City employees are also listed as an audience as the
Administration Department frequently communicates with City employees on budgetary matters
that impact them.
Key messages are an important part of the overall communications plan. The messages included
in the report were developed in consultation with the Department Head team, and are not
intended to remain static. The messages must be updated frequently to address current issues
facing the target audiences. From the report, the purpose of identifying and communicating key
messages follows:
Messages convey to the public and other audiences the city's goals, programs and
services. Messages are the "big picture" explanations that the city wants all
audiences to know as they provide the context for the individual initiatives,
department programs, etc. These are included in all comments to the media,
written articles, speeches, presentations, web site postings and all other
communications from the city.
Outreach Methods
The report highlights the difference between reacting and proactively reaching out as an approach
towards effective communications. SAE reviewed the City's media policy, developed in 2003,
and determined that it effectively "covered the basics of a proper media relationship." However,
reaching out to the media and the community requires a different set of efforts. These include
training staff to better understand the media and making information for stories more readily
available for their use. The report also emphasizes the importance of building a positive
relationship with the media through a variety of methods, but most importantly by being
available to help them do their job.
The report includes a review of a variety of printed materials and signage opportunities for the
City to consider. In general, the Administration Department's focus will be to make use of the
printed materials that the City already produces by including key messages, eliminating
government jargon where possible, and incorporation of Measure Y narratives where appropriate,
to improve consistency in communications across department lines. In other words, every piece
of printed communication that the City produces can be evaluated against the Budget
Communications Plan - and opportunities to communicate key messages should be utilized when
appropriate.
Additional outreach methods discussed in the report include enhancing the City's capability at
communicating with the public using Channel 20, improving its web site, and utilizing social
media tools. These methods will be used once resources are allocated to them in a way that
allows their use to be sustained.
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Budget Communications Plan Page 3
Organizational Focus/Staff Training
Communications are a function of every City department. As a result, implementation of the plan
will involve employees from all departments, and training will be conducted to develop skills of
employees that have a need to regularly interact with the media. The trainings are expected to
occur with in-house resources, as employees with more experience in communications share their
knowledge and experiences with others.
In addition to training, the plan recommends the creation of a "PIT Crew," or public information
team. The public information team will be a forum to improve the consistency of
communications from all City departments, and is a way to encourage those with an interest in
public information to learn new skills and put their talents to use.
Plan Preparation
The plan was developed by a professional communications firm, SAE Communications. SAE
focuses exclusively on helping cities better communicate complex public policies to residents,
businesses and visitors. The firm's principles include Sheri Benninghoven, a former
Communications Director of the League of California Cities, and Scott Summerfield, a former
President of the California Association of Public Information Officials.
FISCAL IMPACTS
There are no fiscal impacts associated with implementation of the Budget Communications Plan
because communications are a necessary and on-going aspect of every department's work
program. No formal training that would require a new budgetary allocation is proposed at this
time. Projects that implement the Budget Communications Plan, such as funding for web site
improvements, may be proposed as part of the 2011-13 Financial Plan.
ALTERNATIVE
1. The City Council can choose to not endorse the Budget Communications Plan. If this
alternative is chosen, the Administration Department will not use the Plan as a foundation
for its efforts to improve the consistency and clarity of budget messages across the
various City departments that interact with the public and the media.
2. Direct staff to change the focus of its communications efforts and/or key messages. This
alternative is not recommended because the focus of staff efforts on budget
communications is an enhancement of an effective process that benefits from substantial
public participation. The recommended approach is intended to improve the information
flow between the City and the community and provide the public with more and better
information about City activities and accomplishments.
ATTACHMENT
Draft City of San Luis Obispo Budget Communications Plan
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City of San Luis
Obispo Budget
Communications Plan
Prepared by SAE Communications
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February 17, 2011 CO""NIC..-MO\S
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San Luis Obispo—Budget Communications Plan ATTACHMENT
Table of Contents
Plan Overview..................................................................................................3
Introduction.........:.............................................................................................................3
ResearchSteps....................:...............................................................................................3
Challenges and Opportunities.....:.....................................................................................4
Audiences/ Key Messages.................................................................................6
Audiences..............................................:....:.......................................................................6
Messages.............................................:................................................................................7
MediaRelations.....................................:.......::..................................................................9
Printed Materials/Signage...................................................:..........................................12
Cable Television Programming............................................::.........................................14
Web Site/Social Media Tools..........................................................................:.............15
CommunityConnections.................................................................................................17
EmployeeCommunications............................................................................................19
Organizational Focus/Staff Training...........................................................................20
ImplementationTimetable.............................................................................22
Appendices ....................................................................................................23
P.I.T. Crew: Public Information Team Description (Carson City)................................24
Sample City Council Agenda Summary(Pasadena)......................................................25
Case Study(SLO News Release).....................................................................................31
Crisis Communications— Western City Magazine, League of California Cities.........34
Februan,17,2011 2 SAE Communications
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ATTACHMENT
San Luis Obispo —Budget Communications Plan
Plan Overview
Introduction
The purpose of this communications plan is to help guide the city's communications
thoughts and steps to better inform residents about the challenges facing the city in
funding vital public services and those which are desirable to improve quality of life. A
well-informed citizenry is able to provide meaningful guidance to elected officials and staff;
joint decision-making between residents and their local government helps both to better
understand where the community is heading and support the steps necessary to get there.
The following plan includes guidelines with general and specific recommendations to
improve the two-way flow of information between the city and target audiences. The most
important aspect of local government financial communications is to build within the
organization a commitment to ensure every decision, action,step and moment of progress
is communicated in as many tools as possible and as often as possible. Residents are busy;
cities must make it easy to follow along and grasp what's really important.
While the recommendations which follow are intended to be implemented over the coming
two years,the plan provides a blueprint for a successful,long-term focus on budget issues
for the city. Many of the strategies and tactics would also support communications about
other city programs and services.
Research Steps
One-on-one and small group interviews were conducted by members of the SAE
Communications team with a variety of individuals. A key element of these interviews is
that no representative from the city was present for the discussions. It is important to note
that no single person's opinions are quoted; it is the composite of all the voices heard that
forms the basis of the recommendations in this Plan.
The research steps included:
• Individual interviews with members of the City Council
• Individual and group interviews with key members of the city's senior staff
■ Presentations to and discussions with city department heads
• Individual interviews with community leaders
■ Evaluation of city printed materials
■ Analysis of media coverage of city issues
■ Evaluation of the city's web site
Februan i7,2011 3 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
Challenges and Opportunities
During the course of the research for this project,several aspects of the city's ability to
communicate with residents were identified. These observations are captured here in the
form of challenges and opportunities.
Challenges
■ No dedicated Public Information Officer
• No resources to add staff or programs to implement programs to inform the public
■ City does not have a direct-mail citizen newsletter
• Decentralized communication efforts means no single individual takes ownership to
drive strategies
• City staff have full workloads and little ability to take on new communications
assignments
■ With a large array of methods to communicate with the public, from new social
media tools to traditional media outlets, it's difficult to identify the most cost-
effective and efficient tools
■ Current city informational materials contain a somewhat high level of jargon
Opportunities
■ A robust media landscape means numerous opportunities to generate coverage
about city programs and services
• Local reporters and editors take a serious interest in city government
• San Luis Obispo residents are educated and engaged; the city is a wonderful size to
engage in two-way communications about public services
• City management is committed to listening to the community's desires and is
committed to a strong public information program
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San Luis Obispo —Budget Communications Plan ATTACHMENT
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San Luis Obispo—Budget Communications Plan ATTACHMENT
r
Audiences / Key Messages
Audiences
Considering each of the audiences that the city is trying to inform about budget-related
information will help determine the most effective communications methods.
° Residents ■ City Employees
Newcomers
■ Other Public Agencies
Long-time residents
City/County/State elected
Seniors officials
Downtown City/County/Federal/State/
regional management and
Non-downtown staff
Homeowners Special Districts
Renters elected/appointed officials
and staff
■ Business
State/Regional Agencies
Belong to Chamber or
Downtown Association School District
Owners Non-Government Agencies
Workforce members Environmental groups
° Cal Poly/Cuesta Social service agencies
Faculty/staff Service organizations
Students Neighborhood groups
■ Advisory Bodies
FebruanT 17,2011 6 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
Messages
Messages convey to the public and other audiences the city's goals, programs and services.
Messages are the"big picture"explanations that the city wants all audiences to know as
they provide the context for the individual initiatives, department programs, etc. These are
included in all comments to the media,written articles, speeches, presentations,web site
postings and all other communications from the city.
The bullets under each message serve to explain or expand on the message, adding facts,
anecdotes, etc. Messages should be revisited every six months to ensure they continue to
represent the main issues that the community needs to know. Additional messages will
need to be developed.for every project, program or major incident that takes place. A
Message Development/Delivery training program will allow management staff and others
to understand the role of a message and how to develop them (see Staff Training section
later in this plan).
The messages below,which emerged from SAE's research,serve to explain the current
budget"story." They are a first draft and will evolve during the coming months as the city
refines its communications efforts.
The City of San Luis Obispo has aggressively prepared for this tough economy
• The continuing recession has been deeper than anyone anticipated
• The city continues to provide the high-quality services expected by residents and
businesses
• A recent community survey showed 97%of residents think positively about city services
and programs,even after staffing and budget cutbacks
Revenues from Measure Y have allowed the City of San Luis Obispo to improve
the community even as financial pressures have mounted
• The measure's passage four years ago was a key first step in anticipating rough times
ahead
• Residents and businesses throughout the community have benefitted from Measure Y-
funded street paving, pothole repair, traffic congestion and public safety improvements,
along with enhanced code enforcement
• The measure"sunsets"in four years and the city's financial stability hinges on its re-
approval by voters
The City of San Luis Obispo will continue to work diligently to keep the
community's financial health strong
• Prioritizing every service and project, making trade-offs where necessary and keeping
costs as low as possible
• Committed to maintaining city facilities and matching revenues with expenses
• Taking good care of the city's infrastructure— such as maintaining streets,trimming
trees, fixing sidewalks and replacing sewers — is one of the most effective methods to
keep future costs down
February 17,2011 7 SAE Communications
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ATTACHMENT
San Luis Obispo —Budget Communications Plan
The City of San Luis Obispo's committed and talented workforce,guided by
active community participation,will help the community manage its financial
challenges
• As the City Council faces each new budget, it actively seeks input from residents and
business operators before making any spending decisions
• There is no relief in sight for the city's financial challenges, and successful creation of
the next budget is dependent on a partnership of elected officials,staff, residents and
business operators
• City employees are proud of and invested in the high level of service the community has
come to rely on
• Retirement costs— many of which are out of the city's control-will continue to rise
dramatically and the city is planning for the financial impact.
February 17,2011 8 SAE Communications
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San Luis Obispo —Budget Communicutions Plan ATTACHMENT
Outreach Methods
Media Relations
Purpose:Increase awareness among target audiences via a focused media relations program,both
in responding to media inquiries and reaching out via the media.
React . . .
Media Policy
One of the most significant steps a city can take is to ensure a consistent policy is in place
and adhered to regarding contact from the media. The current media policy, dated 2003,
covers all the basics of a proper media relationship. Training should be undertaken
annually to emphasize the need to understand and appropriately implement these policies.
. . . Reach Out
Pitch Feature News Stories: Implement the Media Fracture
The Media Fracture matches a variety of story ideas, or angles,which support budget-
related messages and helps the public understand the city's decisions and actions. In
addition,a list of media outlets is developed and the story ideas are matched with media
outlets into a matrix that becomes a Media Pitching Calendar. See below for a sample of a
city budget Fracture matrix: story ideas are listed in the first column while outlets are
across the top. An"X"indicates which story is pitched to which media outlet. Stories need
to be researched and staff assigned to pitch to outlets. Not all media outlets will be
interested in receiving story ideas from the city but some may give considering to these
ideas.
Conduct Media Pitching Training Program
This training helps staff from all city departments understand how the media operates and
how to pitch stories which convey what's important for residents.. The half-day training will
teach the principles of media relations,how to craft the pitch,how to determine the best
way to make contact, making the pitch call,the.conversation, how to follow-up and how to
support the pitch with materials.
Build a Positive Media Atmosphere
An atmosphere of mutual respect on the part of city staff and the media can help ensure the
city serves the public and the media can play their watchdog role. The city manager can
make it clear to the entire city organization that responding to requests from the news
media is of utmost importance and timeliness is critical. This can be accomplished through
February r7,2011 9 SAE Communications
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ATTACHMENT
San Luis Obispo—Budget Communications Plan
discussion at department head and management team meetings, internal memos to all
employees, personal actions and comments that show this commitment and recognition for
employees who carry out this mandate. Feedback from journalists should be sought,both
formally and informally.
Editorial Meetings
Inviting the editorial team from each area news outlet to meet with department heads can
create a forum to discuss important city initiatives and ensure both sides understand the
views and needs of the other. The meetings could alternate between City Hall and the
offices of the media outlet.
Brief All Reporters
When significant projects or issues are before the City Council or are being implemented or
planned, print and broadcast reporters should be briefed, either individually or as a group.
These briefings should take place as early in the life of the issue as possible. A fact sheet,
Q&A, maps, photos, etc. should support these briefings when possible. The briefings can be
videotaped or recorded for playing on the city's web site and Intranet. For projects that will
last many months or years, regular briefings should be held.
Create Electronic Media Room on Web Site
Media representatives are increasingly using web sites to gather information; in fact,
research shows this is the first place most reporters start when writing a story. The city's
web site does not include a Media Room, and this should be added as early as possible. The
Media Room is a one-stop-shop for journalists needing information about the city,
including an archive of news releases(in keyword searchable format) and should be
planned for use during both day-to-day and emergency situations. A Media Room on the
site would include background information on a variety of projects,Q&As and fact sheets
on key city issues, high-and low-resolution still and video images (including b-roll for TV
broadcast use), graphics, maps, etc. Links can also be provided to other resources and
agencies. Once the Media Room and new features are activated,they should be promoted
to reporters and assignment editors; further, the city should conduct a public awareness
campaign to ensure consumer use whenever new features are implemented or improved.
Feedback from journalists can be sought to ensure this type of feature meets their needs.
February 17,201 10 SAE Communications
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San Obispo BurrBudret CommunicationsPlan ATTACHMENT
Media Media Media
Story idea#1 x
Story idea#2 x
Story idea#3 x
Story idea#4 x
Story idea#5 x
SLO BUDGET: Telling the City's our►et out►et out►et
#1:daily or #2:regional #3:co►lege
Story weekly broadcast newspapers
Sample "Media Fracture" print outlets
outlets
Category#1
Category #2
Category ;
Story idea#6 x
Story idea#7 x
February 17,2011 11 SAE Communications
San Luis Obispo —Budget Communications Plan ATTACHMENT
Printed Materials/Signage HOyy YOUR
Purpose:Help citizens,business owners and other audiences LOTTERY DO`/ �R
better grasp where tax dollars are spent and the intricate ��i
decision-making process in place. h�.--..`PENT
_.........
t l i,•x✓ i I
Present Budget Information Simply and Visually 32.38,:
Helping the public grasp multi-million dollar budget
facts and figures is vital. Charts and graphs are an ideal
way to ensure the public can quickly grasp how their tax
dollars are being spent. Many public agencies,
including the California Lottery, use the"dollar bill" r
graphic. Pie charts are also an excellent method of "`. .34,29;
Il � t
conveying complex information. .4
f
The Simply Written Word: Priceless
City budgets are complex and,by nature,full of ? 4 ._ "; 7?
jargon: general fund,tax increment financing, i
enterprise, restricted use,etc. Eliminating jargon 4.52,t
and using simple words and sentences that busy j w.,•,.•m. ,�„:,,�.,
residents,business owners and students can quickly
........_........._.........
__......
scan and understand is critical. This can be
accomplished via specialized employee training,contests/awards for great
financial writing and relentless focus by management. The existing budget information
tools generally would benefit from less"finance”jargon and the use of plain language that
the"average" resident would follow and understand.
Measure Y-funded Project Signage/Narrative: "M.Y. Project"
Most residents recall Measure Y and know that the funding is important to providing city
services. However, many may not be aware of exactly how Measure Y funds are being used.
A"branding"effort would place a logo and signage on all efforts funded by Measure Y.
Further, it's vital that any written information which relies on Measure Y funds credit this
source in a significant manner.
Take Advantage of Existing Communications Tools
All city-produced communications tools, from the Activity Guide to the Resources
newsletter,should include city budget-related information. The Director of Parks and
Recreation has done an exceptional job of outlining budget issues in the Guide's"message
from the director."
February 17,2011 12 SAE Communications
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San Luis Obispo - Budget Communications Plan ATTACHMENT
"Did You Know. . ." O&A Series
City facilities present an excellent and inexpensive"platform"to communicate with
residents: literally. An 8"x ii"page in a plastic wall-mounted holder and placed in
locations where residents congregate or wait is an ideal forum to convey all the interesting
factoids about the services the city provides. Ideal locations for these graphically-designed
mini-posters include inside the doors of bathroom stalls, in elevators, near the utility bill
payment area,the Parks and Recreation public counter and other public areas. A few
examples (one fact per page,supported by one sentence of background; see sample from
the Port of Long Beach):
Did You Know. . .
The City of San Luis Obispo
maintains_ miles of roads?
The City of San Luis Obispo L'.0-NG BEACH Did You Know..
maintains_ miles of sidewalks?
The City of San Luis Obispo keeps up
_ softball/baseball/soccer fields? 71*A**EW „ , .
r of birds at
the
ARtbft
has
9tH
re The City of San Luis Obispo mows '
acres of grass every month? Plortthanks
0mlimamen
The City of San Luis Obispo staff "W' ' " ' '
efft
responds to/generates— emails D'oj*9'cal survOrs have also
every day? shown bnPrOvement .
dVerSitYfish
y / M ,
The City of San Luis Obispo harbor.
maintains a fleet of— vehicles?
The City of San Luis Obispo's_ city employees provide services in_ departments?
The City of San Luis Obispo budget is about the same size as_ Corporation?
The City of San Luis Obispo maintains_ street trees?
The City of San Luis Obispo puts on summer programs for_ young people?
City Field Vehicle Budget/Information Card
Field employees encounter residents nearly every day and occasionally are asked questions.
A field vehicle information card could include a few key phone numbers,a"dollar bill"
budget breakdown, one or two pie charts and a couple of sentences about what's up with
the city.
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San Luis Obispo—Budget Communications Plan
- ATTACHMENT
Cable Television Programming
IPurpose:Ensure viezvers of meetings are also educated about budget key messages and overall city
messages.
Channel 20: An Underutilized Capability
Running a television station take a lot of time, focus and money. And programming a city
channel needs to be done well(think home movies). In these tight budget times, adding a
production capability appears to be remote. However, if a production team of public access
users or possibly as a course assignment from either Cal Poly or Cuesta College,
programming the city channel would be well worth the effort. Anecdotally,viewership of
City Council meetings appears to be quite high; this is
. Broadcast often true in a "college town"with a high
education level among residents.
City Of Santa earbafm' Programming which focuses on city
budget issues, including covering
�'�,,' and P.W"t1on
sion projects funded by Measure Y,would be
well worth the effort to find
funding/production assistance.
Slide Show Programming
Short of producing videos on channel
19 AM
20,the content created for the"Did
You Know"series as well as other city
budget information should be"aired"
as slides.
d -
N ►1 0City TV-Is Live
13foaocast
February 17,2011 14 SAF.Communications
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San Luis Obispo —Budget Communications Plan J ATTACHMENT
Web Site / Social Media Tools
IPurpose:Reach non-traditional audiences using unique new media tools while ensuring the city's
web site is as effective and informative as possible.
Several new technologies have emerged in the past few years which present tremendous
opportunities to communicate in non-traditional ways. However,these opportunities
require dedicated staff time and organizational support/focus. In addition, a social media
policy will help guide the city's efforts(see sample policy from the City of Carlsbad in the
appendices).
Before some of these new tools make sense, it is imperative that the city is effectively
implementing tools which reach the broadest number of residents,which is typically
through broad distribution news outlets and the city's own web site. There are, however, a
few new technologies which would be a good fit for San Luis Obispo's budget stories.
City Web Site
The city's web site is universally viewed to be in need of revamping to improve navigation, a
cohesive look/feel, clearer sections for residents,visitors and businesses and improved
content. We agree.
YouTube YOu I --- ----___—
ty g pay seamh 6rdwse �ddad
which are lgene ally quite fvisualrvlces cUnnd�rsta acnln9 the of Carlsbad Budget
devoting somestaff time to
capturing various city services on .
quick snippets of video and posting
on YouTube can reach a unique
audience at very little cost. l
Another benefit of this format is
that very little"production value"
is required: these don't need to be _
slick videos. s `
Twitter etN4 5ZZM�tk
_
This tool could grow to become a C, _
viable vehicle to send very brief °ar^aoo� .:06C�gets;,s,4ona,.me
alerts (about one sentence)to those �Udvat and now^wnR)43"n,
who"follow"the city's tweets. As with all social media tools, it's
imperative to regularly provide content. Information which can be tweeted might include
announcements of public meetings about the budget, City Council hearings,the
February 17,2011 15 SAE Communications
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San Luis Obispo—Budget Communications Plan ATTACHMENT
start/status/conclusion of street projects or other public improvements and projects
funded by Measure Y. The following ID has been created on behalf of the city: CityofSLO.
Nixle
Nixle is a free subscription service for citizens; emails are sent with information from the
city, most often during an emergency. However,Nixle can also be used to update Twitter,
Facebook and other technology outlets from the city in one simple step, meaning a city
staffer need only go to Nixle to post information on several social media outlets. Publicity
via traditional media and the city's web site would be needed to encourage citizens to
subscribe.
Flikr
Similar to YouTube,this is an excellent, no-cost way to post photographs of city projects,
improvements, open space acquisitions; etc. Efforts funded by Measure Y could also be
included.
A Note About Facebook
It would be relatively simple to establish an initial Facebook page for the city and its budget
issues, questions, challenges, projects,facts,etc. There are two substantial challenges faced
when using this particular tool: i)frequent updating/managing of the city's site would
require a substantial amount of staff time; and 2)since this isn't a site exclusively
controlled by the city,numerous censorship and control issues arise. Public agencies
throughout the country are examining the implications of controlling the comments posted
on city Facebook pages. This issue, along with the need to continually update the site,
means that while this tool should be viewed as a viable budget communications
opportunity, it is not being recommended at this time..
Februarn 17,2011 16 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
Community Connections
Purpose:Engage the community via personal connections.with`outgoing"information as well as
two-way conversations,to create a sense of ownership in the programs,benefits and services
funded by the city government.
Citizen Request Management Part One: Free via SeeClickFix
SeeClickFix is a free,web-based Citizen Request Management (CRM) service which allows
residents to request a city service via email, smartphone, etc., along with a photo of the
graffiti, problem or other service need. (The Public Works Director has monitored the
service and posted updates for those requesting city services). Some features lacking from
a full-service CRM system include the ability to create reports for city management on
outstanding service requests, ensuring the request goes to the proper staff person with
back-ups integrated,technical support, etc.
Citizen Request Management Part Two: Paid Service
SeeClickFix is recommended as a short-term,no-cost CRM capability which would give the
city an opportunity to wade into this exciting and quite amazing way to enlist citizens to
inform the city of service needs. Think of it as CRM-lite: it's a free service lacking a
few features which would greatly benefit the city. There are a
servi
ice and inforrnarion
few cost-effective full-service programs online arvada.or
9
available (such as Comcate and WebQ&A) Www
or720-848.7850
which provide an exceptionally robust array A
of services, including citizen request s, "r MPr0"2a/' 2q•hours a day
i,
management, a-notify subscription 7 daysa`seek
communications,code enforcement fps convenience At your ked questions
management and more. FyndansaerstoBequentN as
E-Newsletter Make a service request
Electronic newsletters are a relatively low-cost method of distributing
brief articles(supported by extensive back-up information which resides on the city web
site). Constant Contact and similar companies offer pre-prepared templates which require
no graphic design capability and which allow the city to send regular information to any
subscriber. However, once a"newsletter"is started, it must be kept up in a timely fashion,
requiring regular staff time and focus.
Speakers' Bureau
This"old school"tool is well suited to a community like San Luis Obispo,which retains a
small town atmosphere yet with a diverse and engaged community. An overall"budget
story"which is updated regularly and supported by PowerPoint,video and photographs
would be an excellent program for various community and business organizations. It can
also be"aired" on the city's web site and played on channel 20.
February 17,2011 17 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
Chamber of Commerce Email Database
Occasional communications about budget matters and projects sent via the Chamber's
email database would be an excellent method of bringing the community up to speed on the
city story.
Budget Information to Area Agencies, Officials
Ensuring local and state elected and appointed officials are aware of San Luis Obispo's
trends,decisions and needs can pay dividends to convey cohesive messages and when
attempting to gain support for local initiatives.
Translating the City Council Agenda
City Council agenda packets are not designed to be effective communication tools. A brief
summary of the most important items on an upcoming agenda sent via email to the media
and"subscribers"can help everyone understand what's important and. . .well,what's not
quite as interesting. A touch of humor can make this a highly-sought document. See the
City of Pasadena's excellent example in the appendix.
Februan�17,2011 18 SAF.Communications
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San Luis Obispo —Budget Communications Plan
ATTACHMENT
Employee Communications
Purpose:Increase awareness among city employees about the budget issuesfacing the city and the
steps in place to ensure a fiscally sound organization.
City Manager Visits to All Employees
Regular briefings in a"brown bag"setting by the city manager provide numerous benefits,
both to the employees and the manager to learn what's important to each. In addition to
organizational progress, attendees should have an opportunity to ask questions. This
would formalize the program now in place.
City Manager Email/Column
Using the insights gained via employee meetings as well as to provide the latest budget
information,this tool can be sent via email with a print version distributed to offices with
little computer access and for field personnel— or posted on the Intranet. Frontline
supervisors should ensure all employees know how to obtain a copy or have the
opportunity to review the content. The past city manager's Rumor Corner appeared to be a
popular feature and should be continued.
Employee Email Communications
Most city employees typically report that they most prefer to receive emails regarding
issues of importance facing the city. Employees should also be given the option of receiving
important city email at home(where appropriate and consistent with State and Federal
law); it has been shown that employees who willingly receive at-home email
communication are appreciative of the effort and are likely to better absorb its content.
Promote Content on City Intranet
The Intranet,when used properly and consistently, can be a vital internal communication
link for all employees. Departmental, citywide,benefits, new employee orientation and
Council information should all be included. When it is updated with new or important
information, a global email should be sent which focuses on the new information.
February 17,2011 19 SAE Communications
B4-22
San Luis Obispo—Budget Communications Plan ATTACHMENT
Organizational Focus / Staff Training
Purpose:Create among stgf"a sense of urgency and ownership to ensure a broad-based approach
to targeting various audiences with budget key messages and effective communications tools in all
projects.
Key Message Development and Delivery Training
Message Development and Delivery training should I Mbe conducted
regularly for all employees who may serve as a NNW
media spokesperson,including department,
division and key staff.This training includes an
introduction to the concept of key messages, _
media relations, definitions, how to use
messages,venues for message delivery and •
techniques to deliver the message. Refresher
training should be held on an annual basis, Ba ag r in e
uaiit-
using real-world issues as the basis for mock
interview sessions. • •
Develop Key Messages for Every Projectlissue
Key messages allow everyone in the organization to understand what's most important
about an issue or project. A single page with these few key points provide for consistent
communication in all facets of city life and will quickly transform the agency's ability to
consistently convey accurate information.
Every project-manager within each department must become proficient in preparing key
messages regarding their programs(see training recommendation above). Furthermore,
every City Council agenda item which might generate media interest or be of broad interest
in the community should have a key message platform(see Messages section above for city
budget messages). The messages, once approved, should be sent to the management team,
as well as to all employees when the topic is likely to generate broad interest. A"Message
Vault"should be developed on a computer drive accessible by all management so that any
time a question arises regarding a particular subject,the approved points can be accessed
easily.
Conduct Strategic Communications Plan Development Training
This highly tailored training would help all managers to understand the relationship
between their areas of responsibility and the audiences affected by those programs. Each
manager, with support from the city manager's office,would gradually become responsible
for including plans to reach targeted audiences with explanations of the city's activities
(messages)and the results. Communications plan components explained in the training
include audiences, messages, strategies and communications tactics.
Februan 17,2011 20 SAE Communications
B4-23
1
i
San Luis Obispo —Budget Communications Plan
ATTACHMENT
Name Senior Staff Member as Lead Communicator
Decentralized communications efforts can succeed when each department has a role in
creating and implementing programs(see P.I.T. Crew below)and when a single,senior
manager is charged with leading the efforts and has the backing of the city manager. The
current Assistant City Manager is the ideal candidate to fill this role. Specific training and
the elimination of some current duties are required to ensure this is a workable solution,
however.
City Department"P.I.T. Crew"
A"Public Information Team" made up of representatives of each city department would
allow for increased communication between departments, encourage those with an interest
in public information to learn new skills which benefit the city and provide a team of key
communicators who could step in to provide emergency public information in the event of
a major disaster(as required by the National Incident Management System). See the
Carson City P.I.T. Crew description in the appendices. (P.I.T. Crew term created by the
City of Santa Monica). The P.I.T. Crew would be appointed by department heads and lead
by the Assistant City Manager. Ideal members would be senior staff from each department.
Training in strategic communications, media relations,writing, crisis communications,
social media,and community relations would be necessary. Faculty resources from Cal
Poly, Cuesta College and other private sector entities might serve as instruction partners for
the city.
Communications Planning and the Performance Review
Good communications comes from planning(as in this document), management
focus/leadership,proper training and resources and then specific follow-up when
conducting management performance reviews. The cities that have made great strides to
keep residents informed are those which have included specific measures to implement
communications programs in each manager's annual review.
Crisis Communications Plan
Agencies such as San Luis Obispo are increasingly finding that it necessary to anticipate
crises that do not fit the traditional natural disaster preparedness efforts. In fact, the most
frequent situations faced by cities involve"people-caused" events, such as workplace
violence,works stoppage,etc. Planning can help management prepare; see the"how to"
article from Western City magazine in the appendices.
February 17,2011 21 SAE Communications
B4-24
ATTACHMENT
1Obispo Budget 1' I 1 1 I
1
Implementation Timetable
First Year— Recommended Priority One- Ongoing
Tactics Time
Update/Review Media Policy o
Conduct Media Pitching Program o
Build Positive Media Atmosphere o
Regular Reporter Briefings e
Visual Presentationof Budget Information o
Measure Y Signage o n
U date Cit Website o o _ .
Twitter/Nixie a
CRM-Lite o o
S Bakers'bureau o
Council Agenda Communique o
City Manager Employee Visits a
City Mariager Emails/Column n
Budget Information Site on Intranet a
Name Lead City Communicator o n
Crisis Communications Planning o c
Second Year— Recommended Priority One- Ongor►g
Tactics Time
Institutionalize Editorial Team Meetings o
Electronic Media Room o 0
Q8A Series o _
Field Vehicle.Card c
Channel 20 Programming o
YouTube/Flikr o
Full Feature CRM o 0
E-Newsletter o 0
Chamber Email o
FebruaiT 17,
Area Agency Communications _o _ _
Employee Email Communications o
.Key Message Training 8 Development o
Communications Plan Training o n.
Establish P.LT. Crew n
Management Team Performance Review o
2011 • •
San Luis Obispo -Budget Communications Plan ATTACHMENT
Appendices
February r7,2oi r 123 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
P.I.T. Crew: Public Information Team Description (Carson City)
City of Carson City
Public Information Team (PIT)
Composition and Role; Responsibilities; Limitations
Team ComQosition and Role
The City of Carson City Public Information Team shall include a representative from each
city department and meet no less than monthly to serve as a communications resource
within the city. Three types of needs shall be addressed:
1. Respond to significant crises or projects by developing a communications plan and
recommend methods for implementation by the affected city departments. Team
members may help implement the communications plan as resources allow and as
directed by the City Manager.
2. Anticipate the communications needs of significant projects or issues and make
recommendations to the City Manager.
3. Recognize opportunities to coordinate communications efforts for issues affecting
multiple city departments.
Team Responsibilities
The PIT's role is to consider the necessity for, and implement as resources allow,the
following type of communications programs:
✓ Develop strategic communications plans for projects or issues that have a major impact
on residents/businesses/visitors or which involve multiple city departments
✓ Coordinate citywide media and other related training programs
✓ Plan and implement media relations response and outreach
✓ Plan and implement special events as resources allow
✓ Develop communications programs targeted at city employees
✓ Plan and produce printed materials,such as annual reports, Capital Focus,brochures,
presentations, etc.
✓ Coordinate the city's web site content
✓ Support emergency response communications efforts
✓ Advise on how to communicate decisions of the Board of Directors
✓ Recommend retention and supervise activities of external communications resources
such as writers,videographers, graphic designers,trainers, etc.
Team Limitations
Participation on the PIT and assistance with implementation of related communications
programs must be balanced with the team members'regular workloads. The affected
department heads and the City Manager will have the final determination regarding the
amount of time and resources each employee may contribute to the team.
Februan,17,2011 24 SAF Communications
B4-27
San Luis Obispo —Budget Communications Plan ATTACHMENT
Sample City Council Agenda Summary (Pasadena)
From: Erdman,Ann
Sent: Thursday,January 29, 2004 9:20 PM (via email)
Subject:Pasadena City Council and Commission Meetings Week of 2/2
Here are highlights from Pasadena City Council and commission meeting agendas for the
week of Feb..2.
CITY COUNCIL
The City Council will meet Monday, Feb. 2. There will be closed sessions at 5:30 p.m.to
meet with negotiators about.Pasadena Firefighters Association and American Federation of
State, County and Municipal Employees, and to discuss one case of potential litigation.
The public portion of the meeting will begin at 6:30 p.m.in the Council Chambers(247) at
City Hall.
*These Kids Today Don't Give a Whit about Civic Affairs, Right? Wrong! Two
cases in point: (i) Mustangs on the Move is a group of great teenagers who meet at John
Muir High School for a full sampling of after-school programs with a very unique twist.
This came out of the revitalization program for Lincoln Avenue, the brainchild of Jaylene
Moseley--an effort that has involved students, residents, non-profit organizations,
businesses, commercial property owners, PUSD,the city of Pasadena and the county of Los
Angeles. From the Ambassadors program sponsored by the city of Pasadena's Northwest
Programs Office to Leadership Pasadena's targeted program for teens, these students are
becoming focused, active and involved in their community. (2)A sub-group of Mustangs
on the Move, calling themselves A Young Woman's Voice,has submitted a proposal to the
city of Pasadena for adding internship positions to each city commission. To quote from
the report, 'We want doors opened for us earlier. We want to learn how our community
works--who makes decisions and why decisions are made." Jaylene Moselely,
representatives from Mustangs on the Move and others will update the City Council on
these innovative and very exciting efforts.
*Hooters! On Dec. 8, Councilman Steve Madison received City Council support to
bump up to the Board of Zoning Appeals a decision of the zoning hearing officer granting a
Conditional Use Permit to the restaurant for the on-site sale of beer and wine in
conjunction with an expansion of the building. BOZA reviewed the zoning hearing officer's
decision on Jan. 21 and upheld it. Councilman Madison has called BOZA's decision up for
review. The final appeals authority is the City Council and he will need majority support to
overrule BOZA's ruling.
February 1'7,2011 25 SAE Communications
B4-28
ATTACHMEN a
San Luis Obispo—Budget Communications Plan
The meeting will be televised live on 55 KPAS and can be accessed via streaming video at
http://cityofpasadena.net/publicaffairs/citynews-asp on computers with broadband
capability(click on the 55 KPAS logo). The full agenda, including downloadable reports,
can be found at ww.cityofpasadena.net/coundilagendas/2004%2oagendas/
Feb_02_04/agenda.asp
COMMISSIONS, COMMITTEES AND BOARDS
The Transportation Advisory Commission will meet Saturday,Jan. 31, at 8 a.m. at the
Pasadena Conference Center,Soo E. Green St.,room 207. This is a special meeting under
the Brown Act--a workshop to determine the TAC workplan for 2004.
The City Council's Public Safety Committee will meet Monday, Feb. 2,at 4:15 p.m. in the
Management Conference Room(323) at City Hall. Agenda items include an update on the
availability and use of sports fields on city and PUSD property; a discussion about the
Green Space, Recreation and Conservation Element of the General Plan; and an
enforcement and engineering analysis of traffic safety programs.
The Historic Preservation Commission will meet Monday, Feb. 2, at 5:30 p.m.in the
hearing room at the Permit Center, 175 N. Garfield Ave.Agenda items include an update of
the 1984 Central District historic resources survey; an update on the Bungalow Heaven
landmark district extension and National Register of Historic Places nomination; an update
on Mills Act contracts for 2003 (www.cityofpasadena.net/planning/deptorg/
dhn/MILLSACTPROGRAMGUIDELINES. pdf); update on a 2003-2004 government grant
for studying period-revival architecture; and a report on pending landmark districts
including Normandie Heights, Bellefontaine Street, North Pasadena Heights and Lamanda
Park.
The Human Services Commission will meet Monday, Feb. 2, at 6 p.m. at Lamanda Park
Branch Library, 140 S. Altadena Dr. Agenda items include a review of the city's Policy on
Children,Youth and Families; an update on the redesign of the Pasadena Youth Advisory
Board; and a review of the competition calendar for the CDBG funding cycle.
The Accessibility and Disability Commission will meet Tuesday, Feb. 3,at 2 P.M. in the
Council Chambers. Agenda items include disabled volunteers and American Red Cross
programs and services for disabled persons.
The Human Relations Commission will meet Tuesday, Feb. 3, at 6:30 p.m. at Jackie
Robinson Center, 102o N. Fair Oaks Ave. Agenda items include an update on the Junior
Human Relations Commission; the Adopt A Senior Citizen program; a tolerance forum
with Pasadena Police Department; the Patriot Act; and Falun Gong,
The Zoning Hearing Officer will conduct hearings Wednesday, Feb. 4, at 6 p.m. in the
Council Chambers at City Hall. Agenda items include the following requested CUPs:
construct 40o-square-foot restroom addition at 55 S. Grand Ave.; allow the establishment
of an adult daycare center and add 3,080 square feet to an existing building at 29oo E.
Colorado Blvd.; and place a 24'x 44'trailer and a 20'X 25'propagation shed at 2795 Eaton
Canyon Dr.
February 17,2011 26 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
The Code Enforcement Commission will meet Thursday, Feb. 5, at 4 p.m. at the Permit
Center, 175 N. Garfield Ave. Agenda items include inoperable vehicle and debris in side
yard at 1523 Paloma St.; public nuisance dogs(barkers) at 757 S. Orange Grove Blvd. #3,
205o N.Altadena Dr., 1134 N. Chester Ave. and 136o Lida St.; dilapidated garage, roof and
siding in disrepair and damaged front yard fence at 2014 N. Marengo Ave.; vehicle parked
on front yard, more than 35%of front yard area paved and unscreened trash cans in front
yard at 1275 N. Sierra Bonita Ave.;overgrown vegetation at 1045 Locust St.; overgrown
vegetation, peeling paint with exposed siding, inoperable vehicle in driveway and
hazardous block wall at 1951 N. Madison Ave.; and inoperable and unregistered vehicles in
driveway and new construction of windows,bedroom and enclosed porch without building
permits at 498 Champlain Ave.
Full agendas for most commissions can be found at
www.cityofpasadena.net/commissions/default.asp
Ann Erdman
Public Affairs Office
City of Pasadena
loo N. Garfield Ave.
Pasadena CA 91109
(626) 744-4755
Februan,17,2011 27 SAE Communications
B4-30
i
San Luis Obispo —Budget Communications Plan ATTACHME 1
From: Erdman,Ann
Sent: Thursday,January 22, 2004 7:18 PM (via email)
Subject: Pasadena City Council and Commissions--Week of 1/26
Here are highlights from Pasadena City Council and commission meeting agendas for the
week of Jan. 26.
CITY COUNCIL
The City Council will meet Monday,Jan. 26. There will be closed sessions at 5:30 p.m.to
confer with labor negotiators regarding police and fire union negotiations; confer with real
property negotiators regarding public rights of way related to Altrio Communications Inc.;
and confer with legal counsel regarding Kniesel v. City of Pasadena.
The public portion of the meeting will begin at 6:30 p.m.
*They Can Go to Mars but They Don't Have Their Own Parking Lot! —Jet
Propulsion Laboratory leases about 11 acres of city-owned property in Hahamongna
Watershed Park for employee parking, access roads and other uses. A proposed lease
extension will continue this agreement through the end of 20o8 at a rate of$54o,000 per
year(an increase of about $go,000 annually).
* Falun Gong: —On Dec. 15, after hearing testimony from several Falun Gong
practitioners, many of them Chinese immigrants who teach at Caltech,the City Council
requested an update from the Human Relations Commission on its recommendations
made in 2001 regarding this movement. I assume that Nat Nehdar,the commission chair,
will provide the update,but I'm not quite entirely sure on that. The Falon Gong movement
has been banned in China. A recent delegation of Pasadena practitioners,including a few
non-Asians, marched with banners peaceably in Tiananmen Square were beaten and
arrested there. Many people were hot over Pasadena's decision to adopt Xicheng, a district
of Beijing, as a sister city a few years ago. I'm anticipating the City Council will be asked to
take a formal position on this issue.
*Looking for a Bicycle Master Plan with No Funding or Implementation
Strategy? Hey,you've come to the right place! But all that's changing now that a grant
has been received from Caltrans to design bikeways and implement the master plan,which
adds bike paths and bike lanes all over
Pasadena but also removes existing bike lanes from Colorado Boulevard and Lake Avenue
(watch for the"bike lobby's"fur to fly on this one). The City Council will be asked to
approve the receipt of the grant funding and consider adding the Bikeways Network
Implementation Strategy to the plan.
*What do Take-Out Restaurants,Tobacco Products and Bedrooms Have in
Common?They're all included in proposed.revisions to the Pasadena Zoning Code. You
may remember that the City Council reviewed three behemoth sets of amendments last
year. This fourth set would(i)require large take-out restaurants to have the same parking
February 17,2oii 28 SAE Communications
B4-31
ATTACHMENT
San Luis Obispo—Budget Communications Plan
requirements as sit-down restaurants; (2) allow up to two bedrooms to be rented out in
homes that are in single-family zoning districts(more than two bedrooms becomes a
boarding house, and that's illegal here); (3) and incorporate those controversial
amendments to Pasadena's Tobacco Ordinance that were approved by the City Council a
few weeks ago(Pasadena Star-News Editor Larry Wilson is standing firm in his resolve to
continue smoking his cigars on the golf course. I think his quote was"Come and get me,
coppers!" We'll see you in Booking, Larry!).
*Still Preaching After All These Years: The City Council will consider approving a
license agreement with Billy Graham Crusades to bring the 86-year-old evangelist to the
Rose Bowl Stadium July 29 through Aug. 1.
*The Countdown is On--Just four months until the big move-out! The City Council
will receive an update from the City Hall Retrofit Oversight Committee, including design,
budget, schedule and EIR process. They will also consider approving $2 million in cost
reductions; and a $1ol,000 increase in the contract with Architectural Resources Group
(the San Francisco-based historic preservation/architectural/engineering firm we've been
working with for some time on this project)to cover services ranging from exterior lighting
design to structural engineering redesign.
The meeting will be televised live on 55 KPAS and can be accessed via streaming video at
http://cityofpasadena.net/publicaffairs/eitynews.asp on computers with broadband
capability(click on the 55 KPAS logo). The full agenda, including downloadable reports,
can be found at
ww.cityofpasadena.net/councilagendaS/2004%2oagendas/Jan_26_04/agenda.asp
COMMISSIONS
The Design Commission will meet Monday,Jan. 26, at 6 p.m. at the Permit Center, 175 N.
Garfield Ave. (enter from Ramona Street). Agenda items include the final art plan for the
Trio mixed-use development(http://ciiyofpasadena.net/planninganddevelopment/
developmentproiects/trio.asn),the site design for the Vietnam Memorial when it moves
from City Hall to Memorial Park; a proposed amendment to the.Central Park Master Plan;
and an application for final design review for new construction of a mixed-use, 34-unit,
two-story development with subterranean parking at 315 N. Hill Ave. The meeting will be
preceded by a site visit to Memorial Park at 5:15 p.m. (meet in front of the band shell).
The Planning Commission will meet Wednesday,Jan. 28, at 6:15 p.m. in the Council
Chambers at City Hall. Agenda items include a proposed amendment to the Bungalow
Heaven Landmark District, the final EIR for Pasadena Center; initiation of a development
intensity study for the Playhouse District and an oral report on the San Gabriel Valley
Council of Governments growth visioning process.
Februan,17,2011 29 SAF.Communications
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San Luis Obispo — Budget Communications Plan AT'ACHMEN d
Februan-17,2011 30 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
Case Study (SLO News Release)
City Press Release —Actual
city of
i� san Luis omspo
News Release
DATE: August 2,2010
RELE.ka; Innr>echate (805)781-7129
CONTACT: JermiferMwtrTson,Rev ernteSTenisor
CFFY OF S_4N LUIS OBISPO SEEKS BUSINESS LICENSE
CONIPLUNCE
As partof its annual business license verification program the City of San Luis Obispo will bean
ep t3F&_Mggt efforts focused on owners ofresidential rentals. 3'lany rental prop=rty owners do not lnow
that the City of San Luis Obispo Municipal Code requires that all operators of rental properties maintain a
valid Business Tax Certificate. The City will mail approximately 3,900 enforcement letters to property
owners on August 23,2010. The letter expbLins the City`s busines s tax and license ordinances and lets
property owners know how they can pain compliance.
The City conducts ongoing enforcement and verification programs,focusing on one industry
group eachyear. The purpose ofthe verification and enforcementprogams is simple:to assurebusiness
owners who pay their fair share of taxes that the City is taking zeas onable steps to assure that others are
doing the same. The program does this by ensuring that the business tax ordinance is administered in a
fair and equitable manner,ensuringthat each business ownespays the amount of tax that is appropriately
owed and bringing business owners who do not pay their tax into fall compliance.
The City has made every effort to make this process simple and efficient.for property owners.
Those in receipt of an enforcement letter have three options: they may state that they already have a
license, state that they do not need a license; or they may apply tot a license. If the owner does need to
apply for a license they simply fill out a one page application and return this with the S6 S application fee.
Itis the City's p olicy to charge one year retroactive fees for bu sines s es that have operated with out a valid
business licanseand tax certificate. As apart of this widespread enforcement effort because the City's
overarching goal is compliance,the City has decided to waive any retroactive fees.
Business tax and license revenues are an importantpart of the City,general fundbudeet. Taxes
paid provide vital public services that directly benefit local residents and businesses. These services
include police and fire protection,street and sidewalk maintenance and economic development Although
increasing revenue is not the goal of this enforcement pro gam, obtaining full business tax and license
compliance from all operators of rental propertyin the City couldpotentially increase City business tax
and license revenues by S801000 annually.
For more information,contact JennifcrThompson. (805)781-7129
February 17,2011 31 SAE Communications
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San Luis Obispo — Budget Communications Plan
ATTACHMENT
City Press Release - Proposed
city of
san Luis owspo
•. i5-781-7129. E ith6mos6@.stbcity.org
News Release
DATE: August 2, 2010
RELEASE: Immediate
CONTACT: Jennifer Thompson, Revenue Supervisor (805)781-7129
Rental property business licenses are key pant of City's financial
strength
Rental properties are an imponantpart ofthe City of San Luis Obispo's financial health, and a
strengthened program is now in placeto make sure that owners ofthese properties have current business
licenses. As the City grapples with a tough economy,revenue from rental property business licenses
becomes even more critical,and stepped-up enforcement ofthese licenses could add nearly$100,000 to
the City,budget. The City will soon start contacting rental property oAmers to explain the license process
and help them comply ifthey don't currently have a license.
Paragraph two explains the process,etc.
Tribune Story: SLO cracks down on landlords who lack business licenses
BY ROBERTA. MCDONALD (Tribune)
The city of San Luis Obispo is targeting landlords who don't have business licenses. Property
owners who rent to tenants but don't comply with the newly enforced regulation could face up to a
$500 daily penalty after a month grace period.
The city will be sending out nearly 3,900 letters on Aug. 23 to suspected violators of the city
ordinance. The letter will explain ordinances require property owners to obtain a business
license if they're going to rent out property. Rental owners who want to go legit will have to fill
out a business license application and pay a$68 application fee. Home owners who make more
than $50,000 a year from their rentals will pay 50 cents for every$1,000 in gross receipts.
The city discovered the 3,900 potential scofflaws by trawling through county property tax records
and singling out owners who didn't take a homeowner's deduction. Such cases may involve a
vacation home or something similar, but city officials say it's likely most are used as rentals.
February 17,2011 32 SAE Communications
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ATTACHMEN a
San Luis Obispo—Budget Communications Plan
Unlike other cities in the county, San Luis Obispo requires landlords to have a business license,
under an ordinance that's been on the books since 1991.
The city collected$120,000 in business license fees from rental properties last year, and city
officials anticipate they could nab$80,000 or more after the coming crackdown.
February 17,2011 33 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
Crisis Communications Article — Western City Magazine, League
of California Cities
February 17,2011 34 SAE Communications
B4-37
ATTACHMEfN I
San Luis Obispo —Budget Communications Plan
CRISIS AT CITY HALL:
PLANNING AHEAD
CAN MAKE THE DIFFERENCE
by Scott Summerfield and Shen Benningboyen
Your week started mormaIh-.Them a reporter called asking about a%-mets of
compensation,benefit and pension issues.Your gut told you these questions are
probably only the beginning-of a potentially det-astating investigative story.How
do you respand7 Do you have a crisis communications plan in place to help you
weather this storm-Developing a comprehensive strategy can help you anticipate
tough media scratiny and prepare your city for the difficult days ahead.
Your ary is&dv well-equipped co handle misery.Crisis than hit city hall take a yariRv
cri>cs such as earthquakes.%iklfires or of shapes,but ill have the potential in
floods.Btu rtnnv city Indra assurnc drat complctc?v disrupt normal opcntiom.make
these are the only sittnaoas chat require public officials dekris-hv.shake employees
ad,anee preparation and training.In fam cmfidence and orale eornmanirr good%ill
:t i more ldtely that than-made»-tKs will that has taken wars to nm.
grab media attennon and threaten sour One NkInhem California fire chief suddeniv
city's aedicilm' found his depurtntent s pensions under scm-
sS-*o'dr all sten such swries.Whether its tins by an itarssivc indxsngatise joturtalisi
penin spiking,scion:harassment.con who requcsled nurruvow coUctn'e hargain-
puter darn theft or emberalurivni.clic results ing.human resatuus and finance docu-
are Fighumingly similar:The cin hunt menta.The chief arld marry of his senior
planned fou a-non-traditional-crisis and staif.who were in rho midst of finalising a
it;Icssd•.amitclZv resporew prolongs the new budget,put all other effntts on hold
.roaczaa�
Stant SLmmerfieid-v is ffi,rtncr puhlic infnnantiun ufiicrr for The CM Of Newark sad former eomm®ieatioas director for
the Oa:.land Clamber of Commerce and can be reached at cssuacacstield:n'saecommtmieatioas.eom:.51eri Een-
ninglu"n .real as the finl rutarrus:irations dtlecsor for the Irayue,foIlowiug her more a3 public information
officer for the city cl Aaahrm-and can be reached sitSmnmer-
field anti Itnrairsrlsnvm,principals of SAI:t•onun:tou•at.un...row„msult with cities on communications
plaaning and messargm6.
WESTER
L E A D 1: E O r C A L L r O It N I A C I T I E 3
FebruaiT 17,2011 35 SAE Communications
B4-38
ATTACHMENT
San Luis Obispo —Budget Communications Plan
y
t
for sevcal days to work with the repo,ter am that it will appear online almost in. an agency could attempt to control in
in-person and on the phone,explain mmecdiately.The media must have 24,'7 formation are long gone. Progressive sty
the documemts and answer numerous antes to ymur spokesperson.who in turn officials n.lize that plenty of intmial and
tough quesrimss,alter the dust finally must hast the latest crisis updates.Your external fountains of knowledge are gaga to
set&&the chief summ srtzed the struaful response emu be solely reactionary.Con- share cventhing they know about the isuc-
experience by sapuhsd-1 ba=w a crisis tinualh•monitor cvt. print.broadcast Make sure that your information is ahsays in
communicator this wcek.' and online news sourer coving your cri. the mix by responding in a timely fashion
Why does a straregic response matter.' ss,modify your s`raW if ncc csctry and Through the media and the ata s own comm-
Imagine what your cupaycrs will think actively seri ways to gat your mtssagc out unicanon vehicles.
the nett time rnu ask them to support using cvery available tool. Assume a crisis is around the comer.
a band mcasare or fee increase if[hoer• pool speak unless•.you're prepared. Stuff:,.appvrs and at scene mint it will happen
believe•You've wasted their money and Ciry uafl members%is consent to to your city. It migl:[he tomorrow or next
haven i becu srraighdurwanl wide[hen intayiewti without thoroughly thinking month.but you'll imvira*find vourself kncr
when it counted roost- deep in a situation that
As You face a crisis,it's helpful for your will term}our city upside
city to keep in mind throe important IT MIGHT BE • • ' ' • • ' down.A crisis ctsmistun.
communications principles: NEXT • YOU'LL
stations plan offers the
t. Tell the truth: logical fast step in prep-
INEVITABLY FIND YOURSELF aration,but ongoing
2. Taxparers have a right m knot;.and training and updating
3. Rcsidma most have confidence in KNEE-DEEP IN A SITUATIONarc essential to the plan*$
the city. • , ...curs.uncomfortable
CITY THAT WILL TURN as tet may be,asscsis9
Though the principles m z.v scm, abviotso / • i READY. yoar cay's vulnerabilities
consider all tae.times you've smn public UPSIDE (for staff and cloud!
officials ignore them—and dtt ncLla ivc - appointed officia!s)and
news.mveragc that resuhcd.Than alone through their comments or who spocolan drilling a simulated difficult situation with
should compel you to build these concepts about the crisis often make a bad situs- puuerstaiR*•irnhtdstaff provides due best way
into Your dry%organizational culture. tion worse.Interviews are Tense setting to tot your readines.
under the best circumsnnces•but when You aced the media to tell your story.
the city is under hre its impossible to
LEARNING FROM We afi have war stories about ptteeived unfair
think strsegieally.Without preparation, treatment by the s but damping down
OTHERS'MISTAKES ! P g
multiply an'spakcspersons cath inarhv- on rtutla occas during a airs is a guaranteed
A nJl is of agencies that have ndfered tendy provide conflicting i�otmation way to ensure tha sour sitz of the smaY t
excessively from aises shows serval con- and injta even more conmmrsv. '
sis[erur communications missteps Char can vas the light ofday-A Thoughtf[id,strategic
Keep your public imfotmatiod officials response delivered consistently and pro.
lily be avoided by planning shad.The (p!O)or spokesperson in the loop, fesionally through numerous venues—
first sup is to identity n carr of am Although many cities dons have a profcs. including those dot frequently oppose the
city leaders who cmi use the concepts pre- sionalh-trained PIO,virtually aR have city—ensures that your residents hear your
vented here.along with the compreitcn- at!cast one statT art who regularh messages.Tlsere is simply no ocher war
vim supporting materials available online, answers media a inquir or wears the PIO to rebuild public confidcnu in the wake
and star the planning process now before Tat.Thayspokespawn must have full of a crisis.
a crisis aaualh•strikes.Assuming the atom to top city decision-maker during .
worst isn't an••btu You'll sum develop a the crisis--even mcaing where[!urs• Cboose the right spokesperson.
gcwd sena of the types of crises you con• usually would be mduda7—sotfhev Throwing an ir=perietmwf=ff member
fir::then sou®begin crafting policies can undentaad the nusnocs of the crisis• in Gant of microphones and tam[.em with
to deal with whatever comes your titter offs rntdia relations advice and be fulh out training and preparation produces a
west,understanding the pitfalls sul1cred informed when they conduct im ims predictable damaging.week Amronz des-
by other cities will help You discover your or preps statements.This is the time to ignated to represent the city through the
w•eakncctes and develop spoifrc[agnea to break down the Usual reporting rdation trudia mast thorough]v demand the
prepare your orgamam
tn. ships and organizational barriers and unique elements of an interview,how•to
Respond quickly and completely.W,sh_ move into full suis-management mode. delivermessages and not just mu er
fally chinking that the problem will go Get war infonmatioa into the mss quatiom,and how•m manage the on-
away if You demi respond is one of the Reporters gather infstmation from num- slough[of ho will en requests.You must also
top blunders made by agencies under fire. emus places.with bloggers and other conuda who will bestaciyconnect with the
News coverage today continues around sometimes wildly inaavrme online sours public—the mawr.the city mamaga,a
the clock.If a reporter urim-ths a ittjcv o adding immodiau new abumdamt nepublic safety drie4or other spoke p ctson
new•nugget about your crisis.chances foci to the fire.'rhe-g o,3 old days"when
February 17,2011 36 SAE Communications
B4-39
San Luis Obispo—Budget Communications Plan
- ATTACHMENT
Crises hau-e a fairh•predictable lifespan,including an initial phase when there TYPES OF CRISES
are many questions and few•annvers,a middle phase when yon acticrh•deliver
your messages and visibh•deal with the situation,and an ending phase when When danitatg ahead and plarmitg for
business begins to normalize and you seek to restore your city's credibility. a potential eriaia.consider this est of
eiwatione•issues cr events that may
PHASES OF THE CRISIS AUDIENCES AND TACTKS effect your aeerrolr
'nSc initial phase occurs iraaudindv after Although the steps m crafting a cons- • Agency itveadoation: .
you fast kam abour the crisis and 4 requires roan cations plan liar been outlined in • Gataovertskd larrarit:
LN staff to gather quickly m consider dense a previous WB rrm Ciro article r1ci naafi- - qccusa*n of discrimination
important questions ing More Effectively With a Strategic b, m raw,aehactl preference
•Who happened and oho will be affovotL' �murccatiom PLvt,'online at ay.,w. or gender.
• How did it happen? wcswzncify:mrn i,it's hclpfud m emphasize . Serious injury to employee or
esenrial audiences and tactics that should
. What is the c'vy`;position and what:2c- :resident
cion u is rating? �'utduded is a saisaapcaftt strategy.
As mu anticipate whom vim need to - Protest
• Who needs to be informed
• .•Ire there political or ocher hi&h-pro.^:le ccmmuni etc with.consider evmonc • Strike:
aspects., who will he impactsl.such as: , Physical violence bentreen
• What internal and external resources an C-ier cmployees,eland:r.'hciala std eo-workere:.
help the city commurtieace% commisswncrs: • Then
• How w-11 the Situation ewrohti and what ' Community opinion laden who
tarn be don::to keep it from gating wars& influence large numbers of residents: • Embezzlement
• Who is the pnmary spokesperson? Business owners and opa=ots: • Laviah or m2ppraprims epenefing by
• official:of nearby and partner public staff or eteeteftppointed otfiaals:
The middle phase.which follows several agcaeies: " • Death al top audl at e*xKVappoitmd
m
hours several days after the crisis first • Seniors and parents;
surban.raises questions that may over- • Honassociations assciations and other �oifdala;
w•hchot your scff community groups:and - Acres df official for driving under -
• What messages do SvT want to deliver? • Inveuors,particularly if it's a finance- the irdluence:
• How do wega dee messages out? related crisis. - Tet?offia23 Might lying- _
• Hew do we cope wish Public Itecnrds Tania are the=6 that help ga the mar . Natural a feaster.such as an
Act requests? age out externally and internally.including: eaRlgtnke.flood or wildfire'
•What u e.Z the a an:hc city wort force: •\tcdia relations—still cite most cticient
• Is the city's aldits•to uric--fir acorea w3v to reach large numbers of residents: Plane crash;
compramisd? • Small group meetings at un•hall and in - Train crash:
• Is media coverage or pubfic common- the neighborhoods: • Major service i tarrtrati n;
tarry accuraW • Fzco-o-facc with anycire who has a
• cicloss o da system en daa.irreludih9
• How do we ettano inaeevnte ptreap• question or comment—-he single best haus M data or laden dam;
tions of the vin's role in the crisis? way to On credibility:
•Wiur we we doing to demontsvase dot • Consistent messaging on bogs and • Employee accused of high-profile
this wvni happen again7 social network Sita,such as Facebook emus:
The ending phase is often when you can and' iiten and -Sexual harassment came;
breathe a s. of relief in mien that the - A Q&11 documen r written in easy.
mcogra to-arhdctscu+d Language. - Explosion:
venni is behind rut.It dhatt't mean vow
wort is dune.howrsw.std these qui" It's challenging to think about scandals - Rope to agency property or in
will help guide your ongoing efforts: that could severely erode public trust in - agency ba ty
• Are we readv for the nett crisis? your ciry and plarc you in the position of . • Chemical spy:
digging out of a deep credibility link for
•What should we do dil3xently? months or runs.But nobody c' -- Radion�•
• With whom do we r.ced to maintain that innosative ci ry management was • od spill:
long-term contact? car;.and its ion:esponsibilitiei include . Facility doamg:
• How do sire report our progress to our anticipating the worst,planning fro it
target audiences? and executing the plat during the cin.,'s • Union grwv2noe:and
• Who provided good judgment from darlast hours.With these tooh.sour an • Transportation is-suea.fnoludim
within the city and how cm we pm jump-start Baur cissa Communications roadway closure or public transit
that ro ongoing use? pluming.Your next steps may not be eft- shutdoval•
• What ncoda in he done to earn the joyable.bur that'll prove invaluable when
public's confidence? 'the call'comes into your otic. ■
February 17,.2011 37 SAE Communications
B4-40
ATTACHMF.N a
San Luis Obispo —Budget Communications Plan
J4
r ti ,tr s -
y
TIPS FOR PREPARING AN INmAL"MOLDING"STATEMENT
The public idorrnuimn S=R assigned t.Tea ase moat importma itivirrta mn in 3.Write the remaining information in
m otepwimg auderW3 should write an the lead parogmph. deacend inV otdar of rmM,anon.a
airtal holding statement at ttts ornsa of ZAnower taut of the tve'%W—whiz the media Guts off the how., of yaw
the inoidem Reporters wit tikssty C7fl what.where and whet.Explain apry they wit omit intrnm ium that is
before as the tsar have hews gathered. who the incident is.Idemdy who is leave important w the public.
in tach an i st si a simple scrternerit inctmel In.the buWam as well as the
4.Explain tedirdcai pdrtm in simple
at knmledgTtg the ataaation helin to ramuccies and equipment inotved. language.A Brea quaxe can add the
avoid giving a'ho corrarwar response Tea where 2nd when the irctidem
and acknowledges that the city ret�gniz- hamar element t0 heap xp udn tocat4
as the need to cooperate with the media o cry
is to �M whffi aptlon the nt ation of v std help rson's a
city is�to mitigate or ratporsd.. situation or event In hypertmrt a terms.
and Worm the publia.Th is document to the hcidem.Do not wh
becomes the bund=ion for as hem explain y Tea the real story,and atloid acting.
written comnattucmiams obout the crinis. fie warn occurred mid mess mrrmlea language that is overly tture:ttrcrstic.
irttmrnafitxt is available ors has been
By following a tow basic pinci;W when approved.Attempting to aphis the 5.Be concise_A good nets re9maeis
writing foe holding at'rsrnen at news re- why without cotnplele i form2tion is P+dgW by the quality Cot itbrrradon
leases,the city wit hater meet the neve merely Ineg 20cle apauialion and it oonm uruc t m not by its length
media's neeft din eeFroiisly underft*w cdnmuroea.
tion etlorm,
A CRISIS CHECKLIST
The toeanitg owcklat povides a quick What happened? crews may snow up.Direct the media
reference for action when a alis strikes. -) How did it happen? to a Predetermined holding area,
U When did n happen? if 20=1:019.
Within tiw Fart 60 Minora 0 What was me duce? U Organtbe a pubbc udormation
k 7 Contain the immedate crisis. O Were more any irquries? response.based on what's Iowan.
O Ercare that fills have been p Wttat was ore natters of Discuss whefner to wait ear more
made to ail appropriate the 0m12"? irdormatlon or communicate
emergency rsspatde ') Is time any current or Proactively.
O Coordinate and cooaerate ..tgomg fie? U Draft an aWtoprcde hording sate-
with emergency responders. O What recovery eftorta ae matt,peso release and tailing pomm
Follow your dry 3 internal ntt'alcabor. under way? (=npiw are available online with this
prcc a J Notify from line stag to direct cells anicie at www.wesremuity.com)•
O No*ate Cary manager§dttitx from the media,community,gov- U Draft a poo inial Q&A documem, >,
and eteaedrappoimed official& emmem and family members to ';J Reach out to and coordinate with
() Notiy appropriate administrative aupoon.an appropti outside agenctea
department dvectors. ars team member or a prerecorded U Determine If outside experts we
J Mold the first meeting or conference voice mylbox. needed.
all to quickly assess and gather U Notify the appropriate aatf of the U Provide the initial holding eratement s
known tadtr. posaioifiry mat f9 oriem ono media to the mania. II
For trmrr infsrmadvii lir mpnna arrhB amok p&au ronwrr.
iron Sucvn F rld S hm Zcwdn o.APR
�,) (?,�i �J( • :w1;\'it+.ma\lrndn v( V 1737 Pa:rru Road
/\ Pkwmmn S=u flarh=
COWL \�
(:.:fn, i gV.4k rAwermia 91301
V--9.,24WM20 u:a..:803.66.7021
r.. 9:t lV.u112n ru 801.UWA142
4nd�lklld ic..o.drasuc5lm.�nd
1�1•I{11[1lnnnit•IIaM rOn4 WfOCItTtNIt+OO1N.caC1
February i7,2011 38 SAE Communications
]1134-41
San Luis Obispo -Budget Comrnunications Plan � ACHMENT
CITY OF CARLSBAD
1200 Carlsbad Village Drive
Carlsbad, CA 92008
ADMINISTRATIVE ORDER NO.73
TO: ALL DEPARTMENTS
FROM: CITY MANAGER
SUBJECT: USE OF SOCIAL MEDIA
PURPOSE
The purpose of this Administrative Order is to provide guidance to the employees of the
City of Carlsbad who use social media for communication on behalf of the city. All staff
and contractors using social media on behalf of the city must to adhere to this
Administrative Order.
GOAL
The goal of the city's social media communication is to provide content to community
members about city issues and services, leading to a more responsive government and
a high level of public confidence.
BACKGROUND
"Social media"refers to media designed to disseminate content(information, images,
audio,video)through social interaction,created using highly accessible and scalable
Web-publishing techniques. The term Includes"social network sites'that allow
individuals and organizations to construct a profile and create and share content with
others. Examples of social media include, but are not limited to:
• video-sharing sites. such as YouTube
• blogs
• photo-sharing sites, such as Fllckr
• podcasting
• social networks,such as Facebook, MySpace,Linkedln
• microblogging and short messaging,such as Twitter
• wikis
• content sharing sites,such as Delicious and Digg
• online discussion groups
• aggregation platforms,such as FriendFeed and Streamy
1
Februan-17,2011 39 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
POLICIES AND PROCEDURES
Use of social media for official city purposes raises legal issues that are unique to local
government and generally do not affect private persons or entities. Therefore, all city
use of social media shall be in accordance with this Administrative Order and all
applicable local,state and federal laws;policies of the City of Carlsbad pertaining to the
use of computers,electronic communications and respectful workplace:and all other
applicable City of Carlsbad policies and procedures.
Establishing a Social Media Presence
Use of social media shall support the objectives of the city and present the city in a
positive and professional manner. The City of Carlsbad communications manager is
responsible for overall management of city social media presences and the strategies
for engagement in them.
To ensure consistent and appropriate use,departments that wish to establish a
presence in social media must fill out a social media request form signed by the
department tread for the communications manager's approval. Information to be
provided on this form includes:
• Goals and objectives for the social media program
• Intended audiences
• Planned use of or strategy for the program
• Social networks or social media venues to be used
• How the social media presence supports the city's social media goal and citywide
communication goals
• Resources and personnel assigned to implementation and ongoing support
(posting, monitoring,archiving,etc.)
• Planned use of any registered Internet domain name
• How success mn be measured
Department heads must read and ensure compliance with all terms of use for any social
media site or service prior to establishing a city presence.
Department heads must allocate sufficient resources to ensure the appropriate review,
monitoring and updating of content on social media sites.
All city social media sites shall post a link to the City of Carlsbad Terms of Use,
available from the City Manager's office, stating the purpose of the city's social media
communication.
The communications manager or his/her designee will monitor content on all city social
media presences to ensure adherence to this administrative order. Violation of the
terms may result in the removal of content or accounts from social media venues.
February 17,2011 40 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
Posting Information
Only the city communications manager and employees authorized in writing by the City
Manager or designee are authorized to post content on a social media venue on behalf
of the City of Carlsbad. City staff posting content may only post content that has been
approved for public dissemination and is within that staff member's areas of expertise
and departmental role.
Staff using social media on behalf of the city must be truthful at all times about who they
are and their role with the City of Carlsbad.
The tone of social media content is often informal, however staff is encouraged to
adhere to the city's writing style guidelines whenever possible.
Linking to related city Web site pages is strongly encouraged whenever practical and
appropriate_
The city must erther own the copyright to or have a valid license(written permission)to
use the content, including images, videos, sound records, etc., posted to its social
media sites.The communications manager or hislher designee must verify the validity
of all copyrights or licenses before content is posted.
Prohibited Content
All content posted by city staff to social media sites shall support the city's social media
goals described in this Administrative Order. Staff is prohibited from posting content
about:
• Actual or perceived threats to public health,safety or property(unless the person
authorized to post content represents police or fire)
• Potentially controversial issues
• Actual or potential legal claims, lawsuits or other legal issues
• Personnel matters
• Budget.planning and priorities
• Crime investigations and content about a crime scene
• Personal opinion on city issues or any other issue
• Political issues, including opinions about elected officials or candidates for
elective office and issues appearing on an election ballot
• What a council member might think about an issue or speculation about a
potential decision they might make
• Emergency situations(unless the person authortzed to post content represents
police or fire)
City-posted content may not include content that promotes religious beliefs or
philosophies,that is iuegal under federal, state or local laws,or that is defamatory(i.e.
slander or libel)or indecent,or that promotes hate,tobacco,alcohol, profanity,
obscenity or pornography.
3
Febniaiy 17,2011 41 SAE Communications
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San Luis Obispo —Budget Communications Plan ATTACHMENT
City staff may not make disparaging remarks about the city or any city staff or officials
nor post content that would tend to discredit the city, its staff or officials.
Comment PolicV
The purpose of the City of Carlsbad's use of social media is to share content about city
news and services. The city does not use social media to solicit comments from the
public, nor does it intend to create a public forum for the discussion of city issues or any
other topic. Therefore, all City of Carlsbad social media sites must have the comment
feature disabled.
Images
Images posted by staff on social media may not include photographs or images of
anyone who can be Identified,other than the employee posting, without first obtaining a
signed Clty of Carlsbad model release form.
The city must either own the copyright or have a valid license to use images posted to
social media sites.
Public Records Act
All content posted on social media sites may be subject to the California Public Records
Act. Until a legal determination is made on this issue, staff shall limit content posted on
social media sites to previously published documents or material that otherwise
complies with city policies and procedures regarding document management and
retention.
Account Set up and Settings
Official account names or user names on social media sites shall be established using
"cityofcartsbad"or`carisbadca"as the leading identifier. The department name,
purpose or individual name may also be included or appended.
City account profiles must contain a valid City of Carlsbad e-mail address.
When using role accounts(for example"CarlsbadNews'on Twitter)these identities
must clearly indicate the city department or organization it represents and provide an
official means for two-way communication with that alias.
Profiles or posted content must never contain a personal e-mail address or any other
personal information, except the name of the employee whose job duties indude being
available for contact by the public via a city e-mail account.
The design of city pages shall be consistent with the city brand manual guidelines_The
city logo (with or without the department name)shall be used as the account profile
picture or background image_ Any other image used on a city social media site must be
approved try the communications manager-
4
February 17,2011 42 SAE Communications
B4-45
San Luis Obispo -Budget Communications Plan ATTACHMENT
Images used for backgrounds shall not file or repeat and that feature, when applicable,
shall be disabled_
Ail city social media sites shall enable all accessibility features available on the sites to
make the content as accessible to everyone as possible.
Privacy settings for any city social media account meant for public consumption must
configure privacy settings on that account to be as open as possible within that network.
If the social network or any of its features or applications has a setting for allowing
complete and open public access,that feature setting must be used. If the social
network site or application requires account administrative approval to join, everyone
who requests access must be approved.
Social media platforms intended to be used solely for intemal communication or
collaboration between and among employees of the City of Carlsbad or its contracted
agencies or vendors may use non-public passwords and closed privacy settings.
If using or enabling features or applications for content on a social media site that is not
feasibly compliant with city Web accessibility guidelines, provide an alternative link or
method for obtaining the same content.
User Names/Passwords
The communications manager and his/her designee have the authority to remove
content and accounts and, therefore, must be provided user names and passwords.
Upon creating an approved social media account, staff shall provide the
communications manager with the account URL,user name, password and/or other
login information according to procedures established by the communications manager.
For the security of the city network,staff may not use the same password for social
media sites as used for logging into the city's network.
Passwords for social media sites shall follow the city's strong password guidelines:
Passwords must be at least eight characters tong; include at least one lowercase and
one uppercase letter, and also include at least one number andlor at least one special
character. Passwords cannot contain login name,first name or last name.
Staff must not share city social media account passwords with anyone not authorized to
post in an official capacity on that space or with that role account.
Official City of Carlsbad User/Profile Names
All official social media user or profile names are to be listed on the City of Carlsbad
Web site to assist the public in identifying official city social media presences.
February 17,2011 43 SAE Communications
B4-46