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External Communications <br />Strategies <br />T here are nine overarching communications <br />strategies which emerged as the research, <br />challenges, opportunities, goals and <br />objectives were developed. The tactics to address <br />each are bulleted under each strategy and are <br />detailed in the next section. <br />While a list of priority tactics is included in a later <br />section, this symbol is used below to note the <br />highest priority tactics, or those recommended for <br />implementation in the first year following adoption of <br />the Plan. As noted previously, this Plan is intended <br />to be implemented over the coming three to five <br />years. <br />Department Public Information <br />Team – Leverage the <br />communications resources and <br />knowledge within each City <br />department to benefit the City as a whole. This <br />team is especially important to serve as the <br />emergency public information team during an <br />EOC activation. <br />1 <br />• Uniform training of City Public Information Team <br />(aka “PIT Crew”) <br />• Maintain a Master Editorial/Projects <br />Calendar <br />Strategic Communications – <br />Institutionalize the role and <br />importance of strategic <br />communications planning/counsel <br />and key messages throughout the organization. <br />2 <br />• Conduct key message development/delivery <br />training for all City management staff <br />• Build key message development into every <br />project/issue <br />• Conduct strategic communications training for <br />management staff <br />• Establish protocol for how the CMO or PIT Crew <br />responds to a department issue or need <br />• Provide key messages and issue summaries to <br />City Council <br />• Conduct presentation training for management <br />staff <br />• Create “inhouse communications consulting” <br />orientation <br />“Personal Touch” / Opinion Leader <br />Communications Programming <br />– Engage residents by adopting <br />tactics that bring all together to learn <br />and exchange information about City programs, <br />issues, and decisions. Identify and inform key <br />opinion and community leaders by category, <br />such as City Commissioners, parents, visitors or <br />business organization leaders/participants, school <br />leaders, faith-based leaders/participants, etc. A <br />unifying trait to engage with these individuals is <br />personalized attention; tactics focusing on this <br />“personal touch” will be most effective. <br />3 <br />• Engage residents at their neighborhood level <br />through in-home/small group/topic specific <br />gatherings <br />• Systematize homeowner association leadership <br />briefings/populate HOA communications <br />channels <br />• Provide more consistent content of interest to <br />parents through the School District <br />• Target City commissioners for specific outreach <br />10 | Strategic Communications Plan – City of San Leandro