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Strategic Communications – Institutionalize the role and importance of strategic communications planning/counsel and key messages throughout the organization. 2 Conduct key message development/delivery training for all City management staff. Message development/delivery training should be conducted regularly for all employees who may serve as a media spokesperson or who present information to the Council/community, including department and division managers and all communications-related staff members. This training includes an introduction to the concept of key messages, elements of a key message, how to deliver messages, venues for message delivery and other techniques. The training for all management team members should include what is and isn't newsworthy; on-camera interview techniques; how to control an interview (i.e., getting the City’s messages delivered); how to develop strategic messages; trends in news coverage; how to generate media coverage of City issues; and other topics. Refresher training should be held on an annual basis, using real-world issues facing City staff as the basis for mock interview sessions. Build key message development into every project/issue. Every project manager within each department must become proficient in preparing key messages regarding their programs. Further, every City Council agenda item which might generate media interest or be of broad interest in the community should have a key message. Key messages, once approved, should be distributed to all employees. A “Message Vault” should be developed so that any time a question arises regarding a particular subject, the approved points can be accessed easily. Conduct strategic communications training for management staff. This highly-tailored training would involve helping all managers to understand the relationship between their areas of responsibility and the audiences affected by those programs. Each manager would eventually be responsible for including plans to reach targeted audiences with explanations of the City’s activities (key messages) and the results. Components explained in the training include audiences, messages, strategies and tactics. This training is typically a four-hour class and could begin with the PIT Crew. Establish protocol for how the CMO or PIT Crew responds to a department issue or need. A Communications Plan or Approach, which is a “mini” Plan, should be prepared for any project or 14 | Strategic Communications Plan – City of San Leandro