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72 <br /> Assistance to mayor and council in media relations: Assistant Council Administrator <br /> is responsible for updating the Council Administrator, mayor and council members on <br /> topics that may receive press coverage, and offering guidance for interviews. <br /> Phone system and voice mail: Often the first impression of the city, the phone system, <br /> voice mail, and the phone skills of people answering calls must not be underestimated <br /> in a communications strategy. A new phone system has been installed within the past <br /> year— staff reports this has worked well to connect callers with "live people." <br /> Advertising: Ads are placed on local radio stations and in the local daily newspaper. <br /> Other: The city uses other media resources as appropriate. These include: legal <br /> notices, advertisements, letters to the editor, guest columns, and guest appearances on <br /> cable and other programs. <br /> VII. Focus group results: <br /> Several key themes emerged during the formation of this plan, following focus groups <br /> held with the Red Wing City Council, board and commission members, residents, city <br /> administrators, and city staff members. The main themes discovered include: <br /> Getting good news published in the paper will help buffer "bad" stories because <br /> the media will tend to give the city the benefit of the doubt and be less negative <br /> when pursuing a story. <br /> The design of the Current makes it readable and inviting. It may be too long, <br /> however, and could instead direct people to the city web site. <br /> The Current newsletter is the city's most effective communication piece, but <br /> cannot stand alone. In particular, a monthly publication from the city is not <br /> "fresh" enough and needs to be supplemented by other means. <br /> "Everyone is a sentinel for the city regardless of which department you work for <br /> or where you live. People think you are the city (when you are an employee)." <br /> While reaching a large number of residents on a frequent basis, the Republican <br /> Eagle newspaper gets mixed reviews for its accuracy and coverage of key events <br /> and important city issues. The relationship with the paper could be improved <br /> upon. <br /> City should consider purchasing advertising space in Republican Eagle more <br /> regularly to ensure certain messages reach residents. <br /> Develop better relations with the media and distribute more news releases to <br /> proactively drive the news and receive more coverage. Currently there is enough <br />