FAMU PR Research and Strategies July 19, 2010 M. 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

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

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 the project, 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