COMMUNICATIONS & PUBLIC ENGAGEMENT PLAN 2016
MISSION The Cmmunicatins Divisin f the City Manager s Office prvides infrmatin t residents and the media n city gvernment prgrams and services. The ffice prduces the city's newsletter and utility bill insert; versees cntent and technical administratin f the city s web site, www.lawrenceks.rg; versees rganizatinal cmmunicatin tls including scial media; crdinates, writes and schedules city news releases; crdinates the city s media plicy; versees the gvernment access televisin channel; and rganizes special events as needed.. We are cmmitted t fulfilling the city s missin f prviding excellent city services that enhance the quality f life fr the Lawrence cmmunity. OUR GOAL Cmmunicatin is an essential functin f gvernment. Cmmunicatins and public engagement is nt the sle respnsibility f a specific department but rather shuld be integrated int ur verall prgram f wrk and cultivated at each stage f plicy and prgram develpment. This cmmunicatins and public engagement plan shws hw effective, strategic cmmunicatins can: help us achieve ur verall rganizatinal and department-level bjectives; engage effectively with stakehlders; demnstrate the success f ur wrk; Build cmmunity pride and satisfactin; ensure peple understand what we d; and change behavir and perceptins where necessary. ANALYSIS OF CURRENT OPERATIONS Strengths Each department has an identified staff member that perfrms cmmunicatins effrts n a parttime basis. The staff is prfessinal and talented. Organizatin is willing and interested in develping cmmunicatin tls that align with current technlgy. Management is supprtive f effrts t prvide strategic cmmunicatins but need unifrmity and resurces t be mre effective. 2
Weaknesses A decentralized rganizatin has created a mdel where departments feel respnsible fr cmmunicatins and utreach. This can lead t inefficiency and mixed messages frm departments n similar subjects. Plicies are incngruent between departments t crdinate cmmunicatins thrugh the city s identified prgrams and plicies. Limited resurces are dedicated t cmmunicatins and public engagement. There are many different plans, regulatins, prgrams, advisry bards/cmmissins, and staff wrking n cmmunity issues. Effrts t cmmunicate these cmplex ideas and effrts are difficult with many entities wrking t cmmunicate these effrts in sme way (leads t mixed messaging). Need t develp plans t engage underserved r underrepresented ppulatins including yuth and minrities. Opprtunities Use f branding t ensure cnsistent design t enfrce the verall rganizatinal rle, service and value t the cmmunity. Cntinue t upgrade technlgy fr website and email cmmunicatins t create prfessinal, cllabrative messages. Prvide media training pprtunities t staff t develp cmmunicatins skills. Prvide an rientatin n city cmmunicatins and public engagement t staff that are given the jb functin f PIO/cmmunicatr fr the department. Revise media plicy fr cnsistent use. Cmmunicate t the cmmunity the variety f wrk the city des; take the pprtunity shw the city s diverse wrkfrce and prfessinal staff. Create and adpt a city-wide public engagement plan as part f the Strategic Plan prcess. Gather mre data n effectiveness f current tls. Prvide resurces (staff and/r funding) t actively market the city s prgrams and effrts. Develp web-based systems that prvide a better end-user access t city gvernment (searchable/indexable files, agenda keywrds, a searchable staff cntact database, etc.) Ensure that all public bards/cmmissins are using the same prcess fr meeting ntificatin. Perfrm a usability test n the website fr feedback n hw peple use the site. Develp mre internal cmmunicatin strategies and tls t educate wrkfrce abut current issues and effrts. Threats T ften the media and public tell the city s stry and d nt allw the city t prvide the message. The media, in particular, has a desire t have as many surces as pssible and this can create an inefficient prcess where multiple peple are wrking t fulfill a media request withut 3
knwing thers are ding the same. This als leads t mixed messaging. The media plicy is t lax and nt fllwed universally. Funding fr the perating budget, capital prjects and sales tax are vter-apprved (r will becme restrained by the tax lid). The city has t cmmunicate value and cmmunity benefit t retain these funding surces with vter apprval. These issues and messaging strategies take a large amunt f cmmunity engagement and time t develp. RESEARCH Accrding t the 2015 Citizen Survey, the fllwing infrmatin allws the benchmarks fr cmmunicatins effrts: 46% f respndents said they were satisfied with the effectiveness f city cmmunicatin (44% in 2011; 42% in 2007). Cmbined, 25% f respndents listed cmmunicatins as their first, secnd r third pririty that shuld receive the mst emphasis ver the next tw years. Accrding t the Citizen Survey, the residents were least satisfied with the quality f vide prgramming and effrts t keep peple infrmed. The availability/timeliness f infrmatin had 62% satisfactin as well as 51% satisfactin with the city newsletter (nt including neutral respnses). Respndents said that they preferred t receive their cmmunicatin frm the city frm the fllwing surces: lcal media utlets first (40%), direct mail (37%), city newsletter (21%), email blasts (21%), city website (20%), parks and recreatin guide (14%), scial media (12%) and neighbrhd assciatins (5%). In 2016, the city sent 568 news releases, 438 were sent in 2014. CURRENT COMMUNICATION EFFORTS Marketing & Cmmunicatins Team As an rganizatin, we need t d a better jb f planning ur cmmunicatin effrts and ensure we are using ur cmmunicatin tls effectively. We need t be strategic in ur effrts t link departmental effrts tgether t shw cllabratin, innvatin and chesive achievement f rganizatinal gals. 2016 Gals fr the Marketing & Cmmunicatins Team: Gal #1: Meet mnthly t review editrial calendar and fcus areas fr the upcming mnth. 4
Gal #2: Develp cmmunicatins plans fr selected campaigns and ensure the plans are cmpleted with the messaging, timeline and tls indicated. Nt everything we d needs full campaign develpment but the team shuld discuss when t develp a full campaign and hw that prcess is handled internally. Gal #3: Prvide media training t Marketing & Cmmunicatins Team. Gal #4: Review and prpse revisins t the city s media plicy t the City Manager. Gal #5: Develp and/r review internal cmmunicatin strategies t educate/infrm emplyees. Gal #6: Prpse ways t create brand cnsistency and unity acrss departments fr cmmunicatin tls. Update the style guide with best practices and templates fr cmmunicatin tls. Gal #7: Wrk t prmte rganizatinal and City Cmmissin strategic gals thrugh cmmunicatins effrts. Specifically nte in cmmunicatins hw a prgram, service r event is supprting the strategic plan and gals. Use visual cmmunicatins and messages t illustrate hw city prgrams and services are meeting set gals. We have numerus ptins available as an rganizatin fr cmmunicatin. A snapsht f hw we currently utilize the tls is belw: News Releases & Email Subscriptins With ver 9,000 email addresses in ur database, e-mail cmmunicatins is ne f the mst pwerful tls we have at ur dispsal. The city uses email subscriptins t prvide infrmatin n city services, department news, prgram infrmatin, agendas fr bards and cmmissins, prmte jb pprtunities and prvide internal cmmunicatin fr emplyees. 2016 Gals fr Email Subscriptins: Gal #1: Migrate email subscriptin system t MailChimp in spring 2016. Gal #2: Re-rganize/edit current subscriptins and reach ut t existing subscribers t ensure accurate and up-t-date cntacts and subscriptins. Gal #3: Prduce daily news updates frm the city thrugh MailChimp. Wrk with departments t create editrial calendar t guide planning prcess fr daily news updates and e-news systems. 5
City Website The city s website, www.lawrenceks.rg, is ur greatest cmmunicatins asset. It is the central repsitry fr infrmatin and shuld be used t its maximum ptential. Gal #1: Rebuild the city website with a fcus n enhancing its cre functin f managing and delivering cntent in a useful, thughtful and appealing way. The target release date is June 2016. The Web Cntent Develper will wrk with key department staff t: Optimize technlgy and implement best practices in web design; and Optimize the cntent management system fcusing n the internal user functinality and the external audience presentatin (including navigatin and develpment f applicatins that enhance the user-experience). Gal #2: Prvide mnthly reprting f Ggle analytics and trends fr the city website. Reprting will include insights int use f the site as well as key tpics and searches. Gal #3: Create a vide highlight page fr city-created vide cntent that highlights current campaigns and features vide n the city s hmepage. Gal #4: Audit the prcess fr psting meeting ntificatins and agendas n the website. Make recmmendatins t ensure cnsistency in the prcess acrss the rganizatin. Gal #5: Wrk with internal departments t redesign the intranet. Discuss with IT a way t deliver the intranet directly t emplyees as part f a lg-n prcess at wrkstatins. Develp an extranet capability fr emplyees t access ff-site. Scial Media Scial media is an ever-increasing tl t reach residents and stakehlders. As f April 2016, the city uses Facebk, Twitter and YuTube as scial media platfrms. A full-time Cmmunicatins Specialist was added in 2016 t crdinate scial media and vide prductin fr the city. This was added due t the need t keep the city s scial media effrts rbust and develp digital cntent that engages fllwers. Gal #1: Prvide mnthly reprting f scial media activities, analytics and trends. Wrk t increase engagement metrics and ensure city accunts are cmparable t effrts in peer cities. Gal #2: Develp a scial media plan t increase engagement and identify ways the varius platfrms can be best used fr the City f Lawrence and ur departments. Review use f Pinterest, Instagram, NextDr and LinkedIn fr increased presence. Review and make recmmendatins fr expanded use f scial media by departments. 6
Gal #3: Revise city scial media plicy t include a terms f use plicy and update all city scial media accunts with plicies. Gal #4: Use scial media t encurage interactin and participatin in city prgrams. Scial media tls will be used t increase engagement effrts t invlve the public in the develpment f a strategic plan and annual budget. Gal #5: Use scial media management tl t pre-prgram scial media plans fr campaigns in advance. Facebk (5,300 fllwers as f April 2016): Facebk has been identified as a primary tl fr cmmunicatins. It is best used fr psts that can have mre lngevity, mre explanatin and multiple phtgraphs/images t cnvey a message. Facebk s vide, advertising and event prmtin tls have been particularly successful fr city cmmunicatins thus far. Gal #1: Increase use f Facebk events manager and spnsred advertising in Facebk t grw the fllwer base f city accunts by 7% verall in 2016. Twitter (10,700 fllwers as f April 2016): Twitter is best used as a respnsive, real-time cmmunicatin tl with fllwers. Althugh it is difficult t cndense a message int 140 characters, Tweets shuld be hyperlinked t the city website whenever pssible t prvide additinal infrmatin. Twitter has been effective in emergency situatins and the use f the hashtag #lawrencecitycmm has trended multiple times in the Kansas City area. Gal #1: Increase fllwers n Twitter by 7% verall in 2016. Gal #2: Schedule tw tweet-a-lngs each mnth t highlight a city service r prgram. YuTube (135 channel subscribers as f April 2016): The city has made a cncerted effrt t mve vide hsting and streaming t YuTube. YuTube will allw the city t create interactive minutes which will prvide end-users with easy access t specific agenda items fr review. The city is using YuTube t archive meetings fr the website and is the streaming mechanism fr City Cmmissin and Planning Cmmissin meetings. Gal #1: Increase channel subscribers n YuTube by 10% verall in 2016. Gal #2: Develp interactive minutes prcess between the City Clerk s Office and Cmmunicatins. 7
The Flame, Utility Billing Insert and Utility Billing Message The Flame is a ne-page, duble-sided mnthly newsletter prduced by the Cmmunicatins Office. It is inserted in the mailed utility bills each mnth (apprximately 30,000 custmers). The city can place ne insert in the mailings in additin t The Flame. The city als has the ability t prvide a 13-line, 135 character message n bills each mnth. Gal #1: Maintain cnsistency f campaigns and cmmunicatins by planning cntent in crdinatin with the editrial calendar. The Flame requires a mnth lead time due t printing and shipping timelines. Cntent shuld be prvided by the first f the mnth fr the mnth preceding the newsletter (i.e. April 1 fr a May 2016 newsletter). The Flame must be mailed by the 15th f the mnth fr insertin. Gal #2: Prmte the newsletter cntent, insert and utility billing message via scial media utlets and strategically identify key tpics cntained in the newsletter. Gal #3: Plan and prgram use f the insert calendar and utility billing message alng with the editrial calendar. This is a cst-effective cmmunicatin tl and a key part f the strategic cmmunicatins plan. Vide (created in-huse) Vide is a pwerful medium that can be used t tell a stry r cnvey a message. Edited vide is labrintensive due t pre-prductin, filming, editing and pst-prductin. On average, an edited vide takes fur hurs f staff time t cmplete ne minute f finished vide. Hwever, there are increasing ptins t prduce vide quickly and cst-effectively thrugh mbile applicatins. Vides prduced need t be brief t keep the viewer s attentin and be ptimized fr applicatin in scial media and the website. Gal #1: Cntinue t research and utilize mbile applicatins t create engaging cntent that can be directly cnnected t scial media platfrms. YuTube is used fr archiving and URL linkage frm scial media and the website. Vides will als be upladed rganically t Facebk, r thrugh an identified best practice. Fr YuTube, the divisin will wrk t increase subscribers t the city s channel n an annual basis and prvide metrics in cmmunicatins mnthly reprts t shw prgress. Gal #2: Create and fllw a schedule fr vide cntent creatin and release that is in line with the verall editrial calendar. Twenty hurs a week will be dedicated t vide develpment. The schedule belw is a guideline fr prductin with release dates that can change but the schedule shuld remain cnsistent. Departments must develp a script with ntes fr specific shts befre filming begins. A limited number f edits will be prvided as part f the pst-prductin effrt. 8
Week 1 Mnday Tuesday Wednesday Thursday Friday Fcus (2 Field-prduced vide (30 sec t 1 Fcus (2 Field-prduced vide (30 sec t 1 Week 2 Mnday Tuesday Wednesday Thursday Friday Field-prduced vide (30 sec t 1 Fcus (2 Field-prduced vide (30 sec t 1 Made In Lawrence (2 Week 3 Mnday Tuesday Wednesday Thursday Friday Field-prduced vide (30 sec t 1 Fcus (2 Field-prduced vide (30 sec t 1 Fcus (2 Week 4 Mnday Tuesday Wednesday Thursday Friday Fcus (2 Field-prduced vide (30 sec t 1 Fcus (2 Field-prduced vide (30 sec t 1 Channel 25 Channel 25 is a public gvernment channel prvided by the lcal cable cmpany fr city use. The city began managing all cntent (static and bradcast) n the channel in 2012. Departments have access via an internet-based applicatin t update slides. Gal #1: Perfrm a mnthly review f static slides fr accuracy. The use f a calendar when prgramming slides decreases the chance f ut-f-date material but slides shuld be refreshed as sn as pssible. Gal #2: The Cmmunicatins Office staff will prgram all vide prvided via in-huse and external resurces n the channel and schedule in accrdance with the verall editrial calendar. 9
Gal #3: The City Cmmissin meetings will cntinue playback n the channel at the fllwing times: Wednesday @ 6:00 p.m., Thursday @ Nn, Friday @ 8:00 a.m., and Sunday @ 6:00 p.m. Staff will uplad vide and schedule the meetings by clse f business n Wednesdays after a City Cmmissin meeting. Media Relatins The city s current media relatins plicy allws any city emplyee t talk t the media but requires reprting the interview t a supervisr, department head and City Manager s Office immediately. This plicy is nt enfrced unifrmly acrss departments with public safety specifically having their wn media relatins prtcl. Effective media relatins invlves managing the message t cmmunicate the intent f the rganizatin t prvide a service, develp a prgram r plicy, and cnvey nging effrts t fulfill the city s missin t prvide excellent city services that enhance the quality f life fr the Lawrence cmmunity. Gal #1: Review and revise the current media plicy t adhere t rganizatinal gals and best practices fr public cmmunicatins. Gal #2: Cmmunicate the media plicy t emplyees t ensure cmpliance. Offer media relatins training t Marketing Cmmunicatins Team and key department cmmunicatrs. Gal #3: Cnsider media briefing prgram t allw time fr media prfessinals t meet with key staff n a regular basis t receive inf n current issues and upcming prgrams/agenda items. Other Tls The city uses ther cmmunicatin tls t augment varius aspects f the cmmunicatins prcess. These include: Weekly radi segment n KLWN 1320 Recrded message n city phne systems Parks and Recreatin Guide (twice a year) City calendars n website and placement n select cmmunity calendars Lawrence Assciatin f Neighbrhds listserv and direct cmmunicatin t neighbrhd leaders (http://lawrenceks.rg/pds/neighbrhdcntacts) Quarterly article and advertisement in Lawrence Business Magazine City Manager s Reprt n City Cmmissin agenda 10
PUBLIC ENGAGEMENT Public participatin must be an rganizatinal gal and reinfrced thrugh cmmunicatin effrts, bth internally and externally. The City f Lawrence has never apprved a frmal public engagement plan. It is recmmended that, as part f this verall cmmunicatins plan, the rganizatin apprve f the effrts utlined herein t create and utilize a frmal engagement prgram and take steps t implement public engagement effrts thrughut the departments. The Internatinal Assciatin f Public Participatin (IAP2) defines public participatin as a means t invlve thse wh are affected by a decisin in the decisin-making prcess. It prmtes sustainable decisins by prviding participants with the infrmatin they need t be invlved in a meaningful way, and it cmmunicates t participants hw their input affects the decisin. The practice f public participatin can invlve public meetings, surveys, pen huses, wrkshps, plling, citizen s advisry cmmittees and ther frms f direct invlvement with the public. IAP2 s recmmends the use f cre values when practicing public participatin: Public participatin is based n the belief that thse wh are affected by a decisin have a right t be invlved in the decisin-making prcess. Public participatin includes the prmise that the public's cntributin will influence the decisin. Public participatin prmtes sustainable decisins by recgnizing and cmmunicating the needs and interests f all participants, including decisin makers. Public participatin seeks ut and facilitates the invlvement f thse ptentially affected by r interested in a decisin. Public participatin seeks input frm participants in designing hw they participate. Public participatin prvides participants with the infrmatin they need t participate in a meaningful way. Public participatin cmmunicates t participants hw their input affected the decisin. The IAP2 Spectrum utlines the public participatin gals and prmises t the public. T date, the City f Lawrence des nt have a certified IAP2 staffer r trainer. The Cmmunicatins Office uses this spectrum as an utline fr hw the rganizatin can use IAP2 best practices t create mre engagement and better decisin making by the rganizatin. 11
Gal #1: Present public engagement plan t City Manager s Office, Executive Team and Management Team. Ask fr supprt in deplying the tls and effrts needed t create an effective prgram. Cmmunicate effrts internally and externally t launch public engagement effrts. Develp public engagement plans in tandem with cmmunicatin plans fr at least six selected campaigns in 2016. Gal #2: Develp at least tw new mechanisms t further public engagement in Lawrence. This culd be the creatin f a pp-up City Hall at varius lcatins and events in Lawrence, an Ask-Me-Anything sessin with leadership thrugh scial media r anther tl that reaches underserved ppulatins. Gal #3: Develp a 2017 Cmmunicatins and Public Engagement plan that incrprates additinal engagement tls. 12
Lawrence Listens The City f Lawrence launched Lawrence Listens in April 2015 as a first step t increase public engagement effrts. It was used during the budget prcess in 2015 and fr varius surveys but is nt widely used by the rganizatin. Gal #1: Increase use f Lawrence Listens. The Cmmunicatins Office will wrk with departments t identify ways t use the nline engagement tl t gather feedback frm the cmmunity abut city prgrams and effrts. It shuld, at a minimum, be used t release a survey every tw weeks n varying tpics. The budget prcess shuld utilize Lawrence Listens extensively, as well as ther cmmunicatin tls. The Cmmunicatins Manager will wrk with the Finance Directr and City Manager s Office t develp survey tls related t the budget prcess. The feedback received thrugh Lawrence Listens shall be prvided t decisin-makers as part f the verall research prcess. Gal #2: Wrk with Peak Demcracy (the vendr) t identify best practices fr public engagement and nline tls. Use existing knwledge database t develp Lawrence Listens surveys. STAR Cmmunity Rating System The city and cunty are wrking t rate ur gvernments accrding t the STAR Cmmunity Rating System (http://www.starcmmunities.rg/rating-system/). Our public engagement plan shuld utilize cncepts and framewrks t create mre livable cmmunities fr all. The STAR system has a sectin devted t equity and empwerment that prvides tls fr increasing civic engagement. Gal #1: Utilize the STAR framewrk t develp additinal measures fr citizen engagement. Gal #2: Wrk with thers in the city t cmmunicate the STAR prcess and educate the cmmunity abut STAR and the city/cunty wrk t achieve a high-level STAR rating. 13