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Strategic Planning

Reviewing citizen input and communication processes to improve two-way communication, considering demographics, consistency of communication, and best practices in municipal communication. Exploring the use of social media, email, websites, and other digital platforms for greater reach and transparency.

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Strategic Planning

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  1. Strategic Planning Task: 5.3 To Review our citizen input and communication processes to increase two-way communication.

  2. PROCESS • Review our demographics. • Review consistency of communication throughout our • organization. • Why do we need to improve? • What are other communities doing? • How is municipal communication evolving?

  3. Demographics 55 to 59 Years

  4. In- BoundOut- bound Telephone calls Newspaper Personal Email Flyers, Mail-outs Department Counters Website Council Meetings Council Meetings Comment Cards Community Awareness Guide Public to staff meetings NOTL News Newsletter Town’s Website: webinquiry@notl.org Feb. 2011 Dawn McInnis received 59 emails. How are we communicating ?

  5. Why do we communicate? • Legislated (Municipal Act, Planning Act, FPPA etc…) • To inform and educate. • To respond to inquiries, calls, letters and criticism. • To gather feedback. • To engage residents in the functioning and growth of the community.

  6. Why do we need to improve? • Be proactive • More open communication • Empower stakeholders by providing more options for communicating. • Reach a broader audience with greater immediacy. • Manage/ change the corporate image/ brand • Marketing our business. • Build trust

  7. REGION OF NIAGARA / FELS INSTITUTE OF GOVERNMENT

  8. Scepticism & Experimentation Even among municipalities that are relatively quick to adopt new technologies, some have avoided social media out of scepticism about their usefulness, hassle of management, legal concerns, or potential for political embarrassment. On the other hand, this cohort of non-participants is quickly shrinking.

  9. Social Media WELCOME TO THE REVOLUTION

  10. Research Highlights

  11. Recommendations Accordingly, our recommendations will focus on these topics. • Consistency • Community Engagement • Digital Communications • Control of Brand & Marketing

  12. What we need to do! • Use Social Media • Facebook • Twitter • Youtube • Use email • Blogs • Video streaming • Corporate approach to citizen engagement, not departmental.

  13. Region of Niagara & Youtube

  14. “e”-NEWS Keep up to date… with subscription • Monthly email to residents to keep them informed on what’s going on with budget issues, sports & recreation, road construction, and other services provided by your Municipal government.

  15. Benefits of social media Social media tend to be: • Interactive rather than authoritative. Social media facilitate conversations rather than stories. Much of the value added to posts is provided by users who respond and recommend them, often in near real-time. • Personal rather than institutional. Users exercise great discretion over their personal “channel”, subscribing to only the information they want and ignoring the rest.

  16. Benefits of social media • Narrowcast through networks rather than broadcast. But social media facilitate a more voluntary, interactive, and symmetrical relationship between an agency and its audience, and the right message can travel extremely quick through these networks to the general public. • Immediate, Transparent and helps to build trust. This excitement about interactive application platforms represents a major shift in thinking on the part of public organizations.

  17. So….. The question is really “why not?” Why wouldn’t you be doing these things? The reality is, in our population, we have people from newborns to one hundred year olds; we have every type of ethnicity you can imagine. For us not to try and do things to reach more people would be silly. Peter Robbins Public Information Officer for West Palm Beach, Florida

  18. From our team…

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