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- There needs to be more emphasis on electronic communications. <br />- City should take advantage of Social Media. Be innovative. <br />- We need to get information to a wide -range of audiences (Council, boards, employees, <br />CU students, business community, seniors, minority communities, etc.) We need to meet <br />people where they get their information. That won't always be the Daily Camera. <br />• Strategic - <br />- There needs to be a shared strategy and message. <br />- City needs strategic, long -range plan regarding web site, social media, etc. <br />- We need to be thoughtful in advance re: image and message. <br />- We need clarity of roles, expectations and priorities. <br />• Coordinated, Cohesive Message, But with Flexibility — <br />A template is needed for departments to follow, but a central function can't speak for all <br />departments; there is just too much technical information. <br />There should be no inconsistent or mixed - messages coming from the city. <br />Consistency in messaging is needed as much as possible, but it's not necessary to have <br />everything look exactly the same. Don't let individuality of departments get lost. One <br />size does not fit all. <br />- Need to understand that some departments /divisions are businesses generating revenues <br />and /or developing and promoting products and services. They need more of a private <br />sector model than public sector model. Examples include: Municipal Airport, GO <br />Boulder!, Golf Course, Recreation Centers, Parking Garages, etc. <br />• Professional, Well - Trained Staff- <br />- We need trained staff who know how to respond to the media and the public. <br />We need training for Directors and other staff on branding. <br />Training needs also were identified in the following areas: writing skills, presenting to <br />Council, web site development, community outreach and new technologies (e.g., Twitter) <br />Many departments would like communications professionals available who could serve <br />in a consulting role to help generate ideas, give feedback, identify what's missing, etc. <br />• Positive Media Relations — <br />- The city needs to have the ability to get media coverage when needed. <br />- The city needs to have a more positive relationship with the Daily Camera. <br />How Communications Needs Are Currently Met <br />• The vast majority of departmental communication needs are currently met by departmental <br />staff. <br />• All departments send news releases to the CMO Communication Office to be reviewed and <br />distributed. The only exceptions to this are news releases issued by the Public Safety PIO on <br />weekends and evenings. (Note: The planning and running of Walk and Bike Month has <br />been contracted out by GO Boulder! The news releases related to that event are done by the <br />contractor and are not reviewed by the CMO.) <br />• All departments send Council materials to the CMO to be reviewed and distributed. <br />• Most Directors feel their communication needs are being met reasonably well, but by far, <br />those Directors that are most pleased are those with dedicated resources within their <br />departments. <br />5 <br />