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Organizational Key Messages <br />K ey messages convey to the public and other <br />audiences the City’s goals, programs and <br />services. Messages are the “big picture” <br />explanations that the City wants all audiences <br />to know; they also provide the context for the <br />individual initiatives, department programs, etc. <br />These are included in all comments to the media, <br />written articles, speeches, presentations, web <br />postings and all other communications from the <br />City. The bullets under each message explain or <br />expand on the message, adding facts, anecdotes, <br />etc. It is important to note that messages will not <br />necessarily be used verbatim by staff or elected/ <br />appointed officials; each individual speaks with a <br />unique voice, and the messages should be used as <br />a guideline for communicating the most important <br />thoughts about each issue (thus are not the same <br />as “talking points”). <br />Messages should be revisited regularly to ensure <br />they continue to represent the main issues that the <br />community needs to know. Additional messages <br />must be developed for every project, program or <br />major incident that takes place. A key message <br />development/delivery training program will allow <br />City personnel to understand the role of a message <br />and how to develop and deliver them. <br />The messages below explain the City’s overall <br />purpose and current initiatives. They are a first <br />draft and will evolve during the coming months as <br />the City refines its communications efforts. The <br />final overall key message platform will also include <br />detailed “proof points” under each message; these <br />provide specific examples, statistics and other <br />information which support the messages. <br />Key messages also come from the goals or <br />organizational strategies adopted by the City Council. <br />City of San Leandro Organizational Key <br />Messages – Draft <br />Decisions made by the City Council and programs <br />implemented by City staff are designed to ensure <br />the long-term fiscal health of San Leandro. <br />• Proof points would include <br />examples of decisions and <br />programs. <br />• Note interesting or unusual types of cost-saving <br />measures or long term fiscal planning steps. <br />• Mention GFOA or other finance-related awards <br />and track record of a balanced budget and <br />healthy reserves. <br />Creating San Leandro as a center for innovation <br />has required teamwork between the City and <br />local/regional business leaders. <br />• Describe economic development programs, <br />innovate cooperation. <br />• Give example of what a center for innovation <br />means and how that benefits residents and <br />businesses. <br />The residents of San Leandro are well-served <br />by a highly dedicated and caring group of City <br />employees. <br />• Mention 24/7 operations during pandemic <br />response. <br />• Note examples of employees going “above and <br />beyond.” <br />• Note creativity in managing increased demands <br />for service. <br />• Note the customer service orientation of City <br />staff. <br />The City of San Leandro is a well-kept secret: a <br />livable, friendly community centrally located that <br />supports diversity and high quality of life. <br />• Proof points would include examples of how race <br />relations and diversity are viewed constructively <br />and positively. <br />• Describe other attributes that make San Leandro <br />a highly attractive place to live and work; <br />transition from sleepy town of the past to a <br />vibrant multi-cultural place to thrive. <br />City of San Leandro – Strategic Communications Plan | 9