FAMU PR Research and Strategies

July 19, 2010M. Michelle Bono

City of Tallahassee

Why Have A Plan?

• Forces strategic thinking – what do you want to accomplish?

• Forces assignments• Forces deadlines• Helps produce measurable results

Key Elements

• Background / Research• Target Audiences• Key Messages• Tactics• Measurable Results• Budget

Have a Written Plan

• Inculcate within your organization how we handle issues

• Leadership from CEO is key• Don’t forget your internal audience:

decision makers, employees• Be timely, but be accurate! • Utilize technology – have systems already

in place

The Leading Expert

• Dr. Vincent Covello, founder & Director of the Center for Risk Communication.

• Researched based approach to how we communicate

• www.centerforriskcommunication.com

Never Forget

• We don’t care how much you know until we understand how much you care!

• You can anticipate every question• Handout – 77 Questions

Blair Stone Road

• Remember the No Blair Stone Road signs?

• No trust – prove yourself!• Develop a communication plan• Involve residents, businesses, officials• Have fun – make it memorable

2000 Presidential Election

• The eyes of the world were on Tallahassee

• Goal of changing initial reaction• Learned from lessons – developed

a plan & ready for the next time!

Employee Theft

• Investigation began summer 2002 when problems reported by employee

• City Manager asked police department & city auditor to investigate

• Employees ordering high performance engines, car parts and freon at over $2 mill

Employee Theft• In collusion w/ vendor – changed work orders

and assigned to many vehicles• Concerns:

– How story came out – would we be the source– Impact on city employees – betrayal, anger– Impact on upcoming city elections (Feb. 03)– Most important – don’t hurt ongoing investigation

• Used probable cause affidavits to write release

Employee Theft• Know your message – how discovered, how

being addressed, unusual situation, changes being made, criminals will go to jail, many good employees.

• Keep employees informed• Strong response from manager helpful• Be open with media when possible• Keep those in the know to small group

Gaines Street Closing

• 36,000 cars a day on Gaines• Narrowing road to two lanes• Developed plan to create

awareness• District about culture, arts• Why not a flash mob video?

Results: Crisis Averted!

• We had a plan – key point!• 9,500 views on YouTube alone!• Extensive media coverage Twitter,

facebook, web, etc.• Personal outreach to downtown workers• Traffic is flowing relatively smoothly

Extending FAMU Way

• Huge lack of trust• 2008 outreach – feedback• Extensive communications plan!• Focused on goals / messages• Really listened to citizen input

Extensive Community Outreach

• Postcards to over 3,000 households• Contact and flyers to 26 churches• Door-to-door visits and letters to 40

house/apts. that may be needed for project• Citizen input committee• Media – Democrat, Capital Outlook, FAMU &

FSU newspapers, 96.1 radio, Talgov, WCOT

http://www.talgov.com/pubworks/images/famuway_rendering_20100429_median_overhead2.jpg

FAMU Way Community Breakfast

• 74 City employees volunteered. Cooking started at 5 a.m.

• Handed out informational books with route details, q&a and options on canal

• Open House format• 300 attendees, 145 completed survey

Based on what you’ve learned about the proposed FAMU Extension Project, please indicate your level of support at this time.

Support for Project

Support the project, 54% Haven't yet made up

my mind, 32%

Do not support theproject, 6%

DK/NA, 8%

The City has a goal of building citizen trust and confidence in government.

(Please indicate how you’d rate your level of confidence in government.)

Confidence in Government

Strong confidence, 19%

Above average, 46%

Below average, 19%

No confidence, 7%DK/NA, 10%

How would you rate the City’s efforts to make you aware of this breakfast to gain citizen input?

City's Efforts to Promote Meeting

Outstanding, 38%

Good, 52%

Fair, 7%Poor, 1%

DK/NA, 2%

Lessons Learned

• Make changes based on feedback• Report everything! The way people

want it.• Focused on informed consent• Treat people with respect• What would be important to me?

Know the Frame! And Change it!

• You can’t fight city hall• You won’t listen• Our input doesn’t matter• You don’t care about us

My Key Messages

• Good programs start with research• Develop a written communication

plan with key elements• Identify measurable results and

share outcomes with stakeholders