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Avoiding Media Massacres

Avoiding Media Massacres. Terry Stanton Public Information Officer Michigan Department of Treasury. State Effort to Recoup Homestead Taxes Falters -Detroit Free Press State Needs to Identify Improper Tax Exemptions -Battle Creek Enquirer Residence Tax Plan is a Flop -Grand Rapids Press.

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Avoiding Media Massacres

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  1. Avoiding Media Massacres Terry Stanton Public Information Officer Michigan Department of Treasury

  2. State Effort to Recoup Homestead Taxes Falters-Detroit Free Press • State Needs to Identify Improper Tax Exemptions-Battle Creek Enquirer • Residence Tax Plan is a Flop-Grand Rapids Press

  3. Communication Review Group(CRG) The objective of Treasury's Communication Review Group is to improve the quality, sensitivity, and clarity of messages sent to the public. 

  4. Determining Scope of Review • Target audience/special interest group negatively impacted? • Target audience/special interest group sensitive and/or vocal? • Negative response is expected • Communication is complicated • Response will greatly impact several areas within Treasury • Additional resources may be required to manage response

  5. Determining Scope of Review (Cont’d) • Communication/response is time-sensitive and/or may involve a consequence • Confidential or sensitive information is requested from recipient • Communication will have a large distribution • Data used to send communication has low reliability • Communication is politically sensitive • Budget/revenue is affected

  6. CRG Timeline and Narrative • Four Weeks to ImplementationWhen a new or revised program is developed, the program administrator or manager is responsible for initiating the Communication Review process.

  7. CRG Timeline and Narrative (Cont’d) • Three Weeks to Implementation • The program administrator reviews the proposed communication and completes a Program Process Checklist and a Notification Checklist.

  8. CRG Timeline and Narrative (Cont’d) • Three Weeks to Implementation • CRG Administrator assembles internal focus group (cross section of Treasury staff) to review grammar, tone, reading level, etc. • Focus group recommendations to CRG Executive Committee.

  9. CRG Timeline and Narrative (Cont’d) • Two Weeks to Implementation • CRG Executive Committee reviews package, checklists, and report from Internal Focus group. • Executive Committee determines whether to return package to the Program Administrator for implementation or forward to the full CRG for further analysis.

  10. CRG Timeline and Narrative (Cont’d) • One Week to ImplementationPackage is transmitted to the full CRG for review. CRG either: • Approves the package as submitted • Returns the package to the Program Administrator with corrections • Cancels or postpones project • Assembles an external focus group* for further review

  11. CRG Timeline and Narrative (Cont’d) • *External Focus Group • An additional two weeks is required for this process. • The CRG determines composition of the focus group and submits communication for comment. • CRG makes recommended changes and returns package to Program Administrator for implementation.

  12. Avoiding Media Massacres Terry Stanton Public Information Officer Michigan Department of Treasury

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