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Situation Analysis T he research findings illuminated a number of issues or challenges facing the City and how it communicates with residents and others; the following are our major conclusions. The Tactics section of this Plan provides detailed recommendations on how to address these issues. Opportunities • The City fully embraces a commitment to communicate openly, transparently and fully in order to communicate with key audiences and engage in a meaningful way • San Leandro is leading the way in using digital advertising and marketing to use new technology to reach and engage with residents, visitors and businesses • With a renewed commitment to communications by the City Manager’s Office, an opportunity exists to create a robust set of engaging communications tools that will break the mold of traditional one-way government communications • Success will hinge on the use of new concepts such as visual images, video and social media balanced with traditional tools such as media relations and display advertising Challenges • The City team can’t forget that many in San Leandro obtain their information about the City from traditional sources, such as the San Leandro Times • There is no single communications tool or channel that serves as a “magic bullet” to effectively communicate with all target audiences • Most residents are overloaded with information and therefore are much less likely to read in- depth articles or materials about government agencies or services • The City must convey consistent messages which serve to explain the organization’s purpose and reason for its decisions and invite input, both on an overarching level as well as on specific projects/issues • Funding to properly staff an effective communications function is limited 6 | Strategic Communications Plan – City of San Leandro