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82 <br /> developers and residents could also sign up to receive this e-newsletter by <br /> checking a box online. <br /> • TOOL #3: INCREASE COMMUNICATIONS WITH CHAMBER <br /> Some of the focus group responses indicated that the present city relationship <br /> with the Red Wing Chamber of Commerce could benefit from more frequent <br /> communications and cooperation. Any strategy to attract new businesses and <br /> redevelopment projects in town needs to include a strong city-chamber <br /> partnership. <br /> 5.) Gain more exposure for the city in the Republican Eagle. The paper must be <br /> viewed as the city's strategic communications partner. <br /> • TOOL #1: TAKE ADVANTAGE OF HAVING A "DAILY" PAPER. <br /> The presence of a "daily" paper (four days per week) in a city the size of Red <br /> Wing offers incredible opportunities for communications with citizens. Most cities <br /> with Red Wing's population must rely on a weekly paper with reporters who likely <br /> have little journalistic experience. According to the most recent Decision <br /> Resources citizen survey, 53% of residents say their top source of city <br /> government information is the Republican Eagle. <br /> • TOOL #2: REGULARLY INTERACT WITH EDITOR AND PUBLISHER. <br /> The editor and publisher of the Republican Eagle should be invited to City Hall <br /> and given a briefing on city events at least quarterly (preferably monthly). <br /> Journalists proactively given access to issues and stories feel involved in the <br /> process and are more likely to see the city's side of the story. Conversely, those <br /> who begin writing a story only after they see it appear on an agenda, or react <br /> after receiving a call from an angry resident, are more likely to write from an "anti- <br /> city" standpoint. <br /> • TOOL #3: ENHANCE REGULAR COLUMN IN PAPER. <br /> To give the City Council a more human face, a City Council column could be <br /> established in the Republican Eagle newspaper— complete with a photo of the <br /> author. This would encourage residents to see council opinions on a variety of <br /> issues, without the direct endorsement of the city government. Constituents <br /> deserve to hear the opinions of their elected officials and this would be a great <br /> way to accomplish this goal. This would supplement the columns currently being <br /> done by staff. <br /> • TOOL #4: INCREASE NUMBER OF NEWS RELEASES. <br /> Generate and submit at least four news releases per month, and send them to <br /> media outlets other than the Republican Eagle such as the Star Tribune, Pioneer <br /> Press and television stations in the Twin Cities. The city could also write and <br /> submit editorials and feature stories for consideration. <br /> News releases and fact sheets pertaining to any crisis situation or hot issue <br />