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18 <br /> 1 Red Wing, MN communication philosophy (p 68 in agenda packets) —we should <br /> 2 include philosophy as a section of the plan <br /> 3 Communication is a two way street; not just broadcasting; also receiving <br /> 4 negative feedback and demonstrating that you have heard and considered that <br /> 5 feedback <br /> 6 Consider the social part of communications — how to frame issues based on <br /> 7 social science research <br /> 8 More goals are needed in the outline: crisis, controversial/fast breaking issues (p <br /> 9 16); target audiences <br /> 10 Goal for enhanced communication between the County and municipal <br /> 11 governments and school boards in Orange County <br /> 12 Target audiences include the General Assembly, regional boards, and <br /> 13 government entities <br /> 14 Example of meetings from which Triangle Transit Authority or Triangle J Council <br /> 15 of Governments discussions should be communicated to the Board of <br /> 16 Commissioners and feedback the other way <br /> 17 Reduce "siloed" communications <br /> 18 After action reports (safety net funding example) may highlight a specific issue— <br /> 19 consider more detailed communications as well <br /> 20 More deliberate (vs. ad hoc) response to issues and citizen queries (avoiding <br /> 21 personally identifiable information) <br /> 22 May have to use all methods to capture attention of the most people possible <br /> 23 Example of the Rockingham County Kettner Award for outreach to rural parts of <br /> 24 the county that may not rely on technology <br /> 25 The best press releases include a personal element with testimony from <br /> 26 someone who benefitted <br /> 27 "Kids won't answer their cell phones but they will respond immediately to text <br /> 28 messages" <br /> 29 Be selective in the use of press releases to preserve the efficacy of those you do <br /> 30 send out <br /> 31 Make sure county employees get press releases so they can be knowledgeable <br /> 32 for their neighbors <br /> 33 Use different tools for different target audiences <br /> 34 Keep the plan simple at the beginning <br /> 35 Identify communications team - include commissioners <br /> 36 Team should include departmental staff members who are already pushing info <br /> 37 out <br /> 38 <br /> 39 Following this discussion among Commissioners, Michael Talbert outlined a general <br /> 40 timeline and process that he envisions at this time. He is thinking of coming back in a <br /> 41 fairly quick period, possibly 1-3 months, with a still fairly broad outline. He would involve <br /> 42 the Public Affairs Director Carla Banks and what he perceives to be the team, get their <br /> 43 input in terms of all the different target audiences we are trying to reach. They would <br /> 44 identify all the different outlets we could use and start categorizing to see how we could <br /> 45 put those together. This would still be a fairly high level outline that the Board could <br /> 46 approve and tell the team to go find strategies to make it work. Almost all the plans you <br /> 47 have seen are homegrown. There is not a consultant who does this. They arrive out of <br /> 48 necessity at the local government. <br /> 49 <br /> 50 Discussion ensued about the timing of when the strategic communications plan item <br /> 51 would come back for further Board consideration, taking into consideration the <br /> 52 "cascading" of work session topics that would be taking place over the next several <br /> 53 months, as discussed earlier in the day. Commissioner Gordon advocated that the item <br /> 54 come back at the April 8 work session. A majority of the Board members agreed to <br /> 55 have the Manager make recommendations about which outstanding work session <br />