Public Outreach Task Force Agenda and Packet 2014 07 28

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II. EXECUTIVE SUMMARY Background & 2009 Assessment: Prior to 2010, Communication staff reported directly to supported departments. To determine if there was a more efficient and effective way to improve city communications, an outside consultant was hired to complete an assessment of the existing structure. As a result of that assessment, city communications were centralized under the City Manager's Office in 2010 to begin implementing recommendations. Under the centralized division, communication staff and Channel 8 staff report to the Communication Division (2010); Channel 8 was restructured (2010); staff development reflecting industry standards have been initiated (2010); an internal communications program was initiated (2011); Communication support was provided for Parks & Rec; staff titles and job descriptions have been transitioned to reflect industry practices (2012); Communication plans were developed for key projects and supported departments (2010 - ongoing); training for frontline staff was enhanced (2011 - ongoing); A Communication Advisory Team (CAT) was created to develop a strategic vision for the division (2012). Below are the key themes from Directors and staff interviews (October 2009 Communication Assessment). The full report is ATTACHMENT A. City Of Boulder Communication Assessment Key Themes From Director & Staff Interviews - October 7, 2009 As part of the city's review of its communication function and structure, eighteen interviews were conducted by an outside consultant with the City Manager and Department Directors. An additional eight interviews plus phone and email inquiries were completed with staff members identified by Directors. Major themes that emerged across departments are summarized below: Characteristics of a Successful Communications Function • Proactive — There is a strong feeling that the city tends to be reactive. - The city needs to be ahead of the curve to help shape the message. - There is a need to get out positive stories about what the city is doing and why. The city often needs to educate various audiences on issues. What do the end -users need to know and what are the best ways to send the messages? • Timely - Given the internet, YouTube, Twitter, etc., turnaround time needs to be fast. - Communication needs to be dynamic and not too rigid. • Clear, Accurate Information - Internal and external customers need to have complete and accurate information. People need to be able to easily access the level of information needed for the issue at hand. Information needs to be available so that the average person has the opportunity to know what is going on. • Multi faceted — 4