CORPORATE COMMUNICATIONS Paul Thomson, Director, Corporate Communications A presentation to the new Moncton City Council.

 To make our city, organization, and all our bosses, look as good as we possibly can  To increase awareness of City programs, services, attributes and differentiators in order to further the City’s goals and objectives  We do this by delivering, integrated, targeted communications to key stakeholders Corporate Communications: Our goal

Corporate Communications  Identify major communications issues/opportunities to be tackled in order for the City to realize its goals as stated in its mission, vision and strategic priorities  (i.e. take every opportunity to reinforce our key priorities)

 Media Relations  Issues Management  Internal (Employee) Communications  Crisis Communications (planning)  Translation  Collateral Development (brochures, ads, signs, Resurgo etc.,)  moncton.ca  Manage the corporate brand  Communications Plans (for specific initiatives)  Strategic Advisors  Presentations  Handle complaints, communicate with our stakeholders  Event coordination and management Corporate Communications: What do we do?

 Key message development and communication  Remarks (let’s talk about this)  Translation  Strategic Advisors Corporate Communications: What do we do for you?

 prioritization code  Media portal portalwww.moncton.ca/media portal  Council-only web page Corporate Communications: What do we have for you?

 Corporate Communications communicates council directives and decisions  Proactive—we try to identify issues before they become ISSUES  Reactive—is the reality. Process/toolkit in place.  Sometimes it’s messy. That’s democracy.  Two-way communication: listen as well as disseminate messages Corporate Communications: Issues Management

 Two-way communication: listen as well as disseminate messages  Identify ways to listen to key audiences as well as developing messages for them (consultative process)  Identify ways to establish, maintain, and develop good relationships with those publics  Find the WIIFM – benefit based communication  Develop an effective public consultation process-- enhance number of meaningful opportunities available for public input, participation and influence in decision- making process on major directions taken by the City Corporate Communications: Two-way communication

 Always start from the inside out  Goal: To ensure that employees never find out major organizational news from media  Improve employee engagement and alignment  Drive clear and consistent messaging through all communications  Communicate mission, vision and values  Strengthen and reinforce brand  Organizations deliver their brand through their people Corporate Communications: Employee Communications

Media Relations: Key Messages What makes news?  Change  Controversy  Human interest

Key Messages Wall Street Journal

Key Messages Globe and Mail

Key Messages MONCTON’S WATER IS CONSISTENTLY ABOVE Guidelines for Canadian Drinking Water Quality Telegraph-Journal

Key Messages Times and Transcript

Key Messages  Only 3-4 key messages  Use anecdotes, paint a picture, tell a story  The more you say the less people remember  Repeat them—often  Bridge

Key Messages  Identify key audiences (really drill down)  This can drive your strategy and tactics  What do you want to see re: coverage  The better your understanding of what matters most, the less you have to worry about the details  Henry Kissinger/Bill Clinton: who has questions FOR MY ANSWERS  Substance first then sizzle

Key Messages Understanding the media  Crazy pressure-driven environment filled with distractions and deadlines  Make an effort to understand them and everything it takes to get a story out  Deadlines for electronic and print  Media relations is an art not a science  Lots of junior people here

Thank you