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Internal Communications Tactics Broad-based communications program – Increase awareness among staff by implementing a variety of communications vehicles which reach employees via the most convenient tool possible. 1 Formal internal communications programs allow all City employees to understand the goals and programs of the organization; see their role in the overall implementation of the programs; help accomplish the goals; and articulate the successes to family, friends, neighbors and other City employees. In effect, this allows them to serve as spokespersons for the City. Schedule regular visits by the City Manager to all employees. It is recommended that the City Manager conduct regular briefings in a “brown bag” setting by department. In addition to organizational progress, attendees should have an opportunity to ask questions. Make consistent use of video messages by the City Manager to send to all employees Front line supervisors should ensure all field employees know how to view the video. Use email more regularly to communicate with all staff. The CMO’s office has periodically used the “all personnel” feature of email to make Citywide announcements; this should be continued and expanded. Email should be sent directly from the CEO’s email address. Review content of Weekly Briefing newsletter for content that may be of interest to employees. Distribute the City Manager’s Weekly Briefing to all staff. The Weekly Briefing is the basis for the monthly public newsletter; however, the content would be of great interest to all staff as well. Distribute special bulletins regarding major initiatives. A new publication should be created just for City employees to provide breaking, urgent or significant news. The “Update” or similarly-named publication should be developed to educate all employees about major projects or issues that cross departmental lines and which will generate considerable community or media interest. The approved key messages for each item would be shared in this channel. Send City Council meeting summaries. As with the tactic described above, this should be distributed to employees, the media, community and opinion leaders and those who subscribe via the website. Conduct a video, print, social media advertising campaign that explains the services provided by the City through the work of City employees – Borrowing the model currently underway by Ford Motor Company, highlight the people delivering services. This is a two- fold strategy: internal pride-building and public understanding of what cities do. 2 Conduct employee promotion campaign highlighting the staff and designed to generate pride throughout the community. The ad uses the hashtag #FORDfortheBuilders. The rest of the ad is dedicated to profiling the workers of Ford, profiling a culturally and gender diverse cohort of people working by their first name. The narrator notes that Ford assembles more vehicles in the US than other car manufacturers, which means local jobs. The narrator continues: “… we’ve got 182,000 people, and they’re building” and goes on further to conclude, “you might not know their names, but these people get up every day to move us all forward.” 28 | Strategic Communications Plan – City of San Leandro