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Media Contact List:

Combine multiple department contacts to cultivate master list.

Introduction:

Schedule meeting opportunities to introduce myself to local media reps.

Media Content

Develop a daily, weekly, monthly schedule to consistently populate media sites with content.

Branding

Begin process for logo redesign, vendor selection. Possible citizen survey?

Website Redesign:

Work with Eric on website redesign process.

Social Media Watch:

Make note of what other municipalities do well & identify groups with strong voices.

Online Processes:

Identify processes that can be provided online through the City website. Ex.: Development Review

Responsibilities:

Identify the degree to which the MRM is involved with departments.

Fan/Follower Growth:

Integrate social media presence with other current communication sources.

Track Changes:

Track & report changes in social media engagement.

Brand Cohesiveness

Implement a branding strategy which incorporates the new logo/website & blends various departments.

Overall Citizen Engagement:

Surveys

Focus Groups

Website Features

Contests

Recognition – Engagement Award

PBG University

Signature City Events

OPPORTUNITIES

STRENGTHS

  • Capitalize on press relationships with feature story pitches
  • Move into local magazine market for project placement
  • New Media Relations Manager :)
  • Increase use of social media to promote civic engagement
  • Create PBG University- Citizens become advocates
  • Public broadcast of meetings
  • 311 App
  • Avenues for citizen input (i.e. surveys, request app, website)
  • Council centered community events & activities
  • Easier access to public documents-reduce record requests
  • Advertising & marketing of City projects/initiatives in the community

WEAKNESSES

  • Assigned newspaper reporter
  • Consistent coverage of City in local paper
  • Strong brand
  • Strong audience numbers on Facebook
  • Long serving employees with expertise and institutional knowledge
  • Engaged citizenry that is accepting of technology
  • I.T. Department well organized to respond to City needs
  • Strong internal bond and secure working relationship between departments

THREATS

  • Untapped opportunities with television media
  • No direct connection with editors
  • Use of local television news to promote City
  • Limited use of video of City meetings/initiatives on social media/website
  • Weak brand identity- especially to those unfamiliar with PBG
  • Outdated web design & logo
  • Limited/no personnel in specialized areas: Broadcast/Editing
  • Lack of mobile applications
  • Staff skills/knowledge of emerging technology
  • Automated social media presence
  • Lack of consistent administrative communication plan & procedures

  • Uneven distribution of City news across mediums- Print Heavy
  • Inaccurate reporting by PBP
  • Public perception of lack of transparency
  • Weakened, unprofessional branding
  • Loss of respect from surrounding municipalities, citizens and visitors
  • Competition from surrounding governments for media access
  • Multiple logos & communication pieces handled by different departments – lack of united image
  • Risk of unpreparedness in a crisis

SHORT TERM GOALS

LONG TERM GOALS

Communications

SWOT Analysis

Media Relations

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