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Research Steps/Results R esearch was conducted using a proven process of qualitative and quantitative methodologies. One-on-one interviews were conducted by members of the SAE Communications team with a variety of individuals representing internal City audiences and community members. The list of these participants is included in the appendix. 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. Further, we assisted the City in conducting an online survey to ascertain perceptions about communications and also from where information is gathered. These results are provided in a separate document. SAE’s research steps included: • Individual interviews with members of the City Council • Individual interviews with department heads and senior staff • Individual interviews with community leaders and business representatives • Evaluation of City printed and electronic materials • Evaluation of social media content • Analysis of media coverage • Evaluation of the City’s web site • Online community survey San Leandro External Interviews Summary • There is a strong desire for additional communication in languages other than English, as San Leandro is regarded as one of the most diverse communities in the Bay Area. • Region should be more aware of San Leandro’s efforts to embrace its diversity. • The San Leandro Times is considered the primary non-City source of important community news. • The City Manager’s monthly e-newsletter is recognized as helpful, informative and a signal of better communication from the City. • Communication is generally perceived as improving under the leadership of the City Manager and there is a clear understanding that this is a priority. • There is a desire for increased communication with the school districts, using the tools already in place to inform parents/guardians about important community issues. • Residents would appreciate additional opportunities to meet and discuss issues with the City Manager. • There are no readily-identifiable communications tools sent directly to residents on a set schedule. • Social media is not being used as effectively as possible due to lack of staffing. • Public safety was frequently noted as the most important community issue and requires additional communication regarding City/PD actions, etc. • Communications tools focused specifically on businesses would be highly-valued. • City website has improved vs. previous version. • Steven Taylor death was a turning point in the community and showed that public safety communication must be improved. • Homelessness is a serious community concern and there is a desire for more information about actions the City is taking to manage it. • There is a desire for face-to-face communication for residents who aren’t connected on social media and don’t use electronic communication tools. San Leandro Internal Interviews Summary • Recent staff survey indicated that improved communication must be a top priority; engagement with staff is lacking and staff often feel uninformed. There is noted improvement in the recent year. • Intra-department communication needs improvement, providing staff at all levels with a 4 | Strategic Communications Plan – City of San Leandro