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City of San Leandro – Strategic Communications Plan | 11 <br />Media Relations – Educate <br />residents via an active media <br />relations program to generate hard <br />news about City priorities as well as <br />feature stories that help to tell the City’s story. <br />4 <br />• Prioritize, focus pitching efforts <br />• Produce video b-roll/interviews to increase <br />Northern California broadcast coverage <br />• Share news and feature media coverage <br />• Prepare occasional “op-ed stories” <br />• Implement a written media policy <br />• Prepare easy-to-read summary of City Council <br />agenda items and actions <br />• Prepare articles for trade publications that <br />highlight the City’s unique programs or <br />accomplishments <br />• Refine electronic Media Room on the website <br />• Move toward “City News Center” <br />Direct Communications Channels <br />and an Electronic Community <br />Relations Program – Increase <br />awareness of City programs and <br />services via pushed information channels as <br />well as via engagement through an electronic <br />community relations program, including <br />via social media, electronic newsletters, <br />photography, website, graphic design, San <br />Leandro app and electronic town hall meetings. <br />5 <br /> Social Media <br />• Focus human-interest content on social media <br />channels to increase engagement, storytelling <br />• Develop Nextdoor strategy: Be carefully active <br />• Cross-promote City programing on YouTube <br />channel on other social media channels <br />• Use Facebook Live to “broadcast” important <br />public hearings or other important City Council <br />meeting items, important community meetings, <br />events, etc. <br />• Respond occasionally to social media comments <br />• Use humor, carefully, to connect with residents <br /> Electronic Newsletters <br />• Increase frequency of City Manager’s newsletter <br />• Grow the e-blast database <br />• Push more information via e-blast, including <br />single topic e-blasts <br /> Photography <br /> ⊲ Train and empower City staff to photograph <br />service delivery <br /> ⊲ Invite community to submit photos of great <br />City service delivery <br />• Use photos to engage the public via advertising <br />and in social media <br /> Website <br />• Make website navigation/functionality oriented to <br />public v government <br /> Graphic Design <br />• Continue to build a consistent “look and feel” for <br />all graphics <br /> San Leandro App <br />• Determine integrated, easy-to-use Citizen <br />Request Management (CRM) system / Revamp <br />MySL app <br /> Electronic Town Hall <br />• Conduct “Tele-Town Hall®” to gather input via <br />unique electronic community gathering <br />Video – Generate confidence and <br />engagement through the strategic <br />use of video. Produce videos that <br />show day-to-day service delivery. <br />6 <br />• Broadly use video programming to tell City <br />service-related stories <br />• Content should focus on what the City does as <br />well as special events <br />Traditional Communications <br />Relations – Establish a Community <br />Relations program to communicate/ <br />connect with residents. <br />7 <br />• Target local service organizations, non-profit <br />boards for presentations <br />• Establish “City 101” information series <br />• Install video boards in City facilities