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HomeMy WebLinkAbout1999 Strategic Communication PlanORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: September 30, 1999 Action Agenda Item No. 2 SUBJECT: Strategic Communications Plan DEPARTMENT: County Commissioners /County PUBLIC HEARING: (YIN) No Manager ATTACHMENT(S): Strategic Communications Plan INFORMATION CONTACT: Alice Gordon, 933 -0550 John Link, x 2300 TELEPHONE NUMBERS: Hillsborough 732 -8181 Chapel Hill 968 -4501 Durham 688 -7331 Mebane 336- 227 -2031 PURPOSE: To discuss the proposed Strategic Communications Plan developed in June 1999 by Commissioners Gordon and Jacobs. BACKGROUND: At the June 30, 1999 meeting, the Board of Commissioners gave conceptual approval to the proposed Strategic Communications Plan (SCP). Staff have begun an analysis of the degree to which various elements of the SCP can be implemented (or in some cases, are already being addressed) using existing resources and those aspects of the plan that are likely to require additional investment in staff, equipment, and /or operational funding. It will be helpful before developing a complete implementation plan for all elements of the SCP to consult with /survey other NC jurisdictions to learn how they may have successfully implemented some of these strategies. Staff comments are organized according to the major headings in the SCP: ■ Cable Television - There is a sub - committee involving Commissioners Brown and Carey working with staff on this topic. BOCC meeting coverage will be contracted out, but other aspects of the proposed SCP are being /can be implemented with existing staff /budgetary resources. ■ Press Releases and Media Relations — While ultimately the media decides what it will and will not publicize, the proposed elements of this dimension of the SCP can be addressed with existing resources. It is important that both the Commissioners' Office and the Manager's Office rely on the technical and programmatic expertise of operational department heads and their staff during the formulation of public information pieces. Direct Telephone Access — There may be some relatively small staff /equipment funding impacts related to this aspect of the SCP. The new direct inward dialing capability of the County phone system should enhance citizen access to this service, particularly with regard to non - business hours contacts. Internet Site — There are likely to be significant cost impacts associated with enhancements to the County's Website. The Information Technology Committee discussed the SCP at its August 24, 1999 meeting. A few of the more significant discussion points are listed below: • Explanation of why County Website resides on State server rather than a local one (greater bandwidth, more stable connection, greater security, relatively inexpensive) • Need to emphasize use of dynamic databases — when County info is updated in one database, automatic links make sure that updated data gets posted in every other location accessible to the public • Need to ensure that a commitment to maintaining current/accurate posted data on the site can reasonably be sustained • Need to separate technology and content • Need an information manager ■ Need access to Webmaster level technical expertise • Need to identify the most important County information elements that should be available on the Website • Need to identify who are the key audience(s) and develop Website in that context • Need to identify what information is now readily available that could be easily posted and maintained current for public access Intranet Site — This will also have additional cost impacts. The BOCC set aside $50,000 in the 1999 -2000 IT_ Plan in the CIP specifically for the "Citizen /Board Access" initiative. The Intranet site (and its tie -in to the County's Website) is already being extensively used, primarily by staff, but also by the Board and citizens. A few examples of ongoing successful applications are listed here: • Personnel section, including on -line forms, employee newsletter, training info • On -line Public Works work order processing • On -line scheduling of County meeting space • County calendar • Draft agenda materials • Expanded agenda facesheets • Citizen applications for service on boards /commissions ■ Other Communication Devices — Staff are working on a number of the elements noted under this heading of the SCP, including surveying other clerks' offices about successful measures in use elsewhere to enhance the "visuals" available to the public at BOCC meetings. For a second year, a sub - committee involving Commissioner Brown and staff developed and distributed about 50,000 sets of tax bill inserts as public information notices. The Manager recommends that we examine how other jurisdictions deal with communication between employees and board members before making decisions on a specific action plan. In trying to foster enhanced communication between employees and Commissioners, we must be mindful of the large and complex body of employment law that guides Orange County's employment and supervisory practices. There are a number of well- established mechanisms in place (e.g. the grievance procedure outlined in the County's Personnel Ordinance, observance of personnel record confidentiality constraints, and the Personnel Department's employee relations counseling service) that must operate in harmony with any approaches that may be developed to enhance BOCC /employee communications. ■ Crisis Management — The County has a multi- hazard plan that is put into effect during crises such as hurricanes, tornadoes, environmental spills, etc. We should discuss how the approaches /practices outlined in the County's multi- hazard plan should be enhanced. It may be helpful to have a future report from staff on how the public information function is carried out under the multi- hazard plan. FINANCIAL IMPACT: Some aspects of the SCP have been or can be implemented with existing staff and budgetary resources. Others will be more complex to implement and maintain, and therefore will likely require additional staff, equipment, and /or operational funding. Staff can develop preliminary estimates of financial impacts in October, and refine those later as the Board makes decisions about the specific elements that will be formally adopted as part of its Strategic Communications Plan. RECOMMENDATION(S): The Manager recommends that the Board discuss the Strategic Communications Plan and provide appropriate direction to staff. PROPOSED 4 ORANGE COUN1`Y BOARD OF COMMISSIONERS' STRATEGIC COMMUNICATIONS PLAN'.' The purpose of the Orange County Board of Commissioners, Strategic Communications Plan is-to promote more effective communication between and among the Board of County Commissioners (BOCC) and Orange County citizens. .Public access to government and freely shared information are cornerstones of the democratic process and thus the plan should .simplify access to the Board and to. the workings of Orange County government. The` plan should also establish guidelines,- policies and vehicles.for. accomplishing the Board`s goals for effective Communication. - The Strategic Communications Plan seeks to accomplish the following objectives: 0 Enhance .communications between the Board and citizens; Q . Enhance ' communications between Board members and the rest of County government; including employees; d Enhance the ability of Commissioners and citizens to. access information; ; .0 Provide. information to the public, clearly, concisely, and in a timely, reliable, and helpful manner; D Utilize the widest possible variety of communications methods and vehicles. at the lowest possible cost; : 0 Develop-a'. plan for coordinating information during a crisis; .. -. a Provide more. direct. means for -the Board to shape the County's message. These objectives will be accomplished by utilizing the. following'. communication elements:.. cable television, press releases and. media relations, direct telephone access, Internet site.. intranet, and other communication devices. In addition, the County will have a : . communications plan for crisis management. The communications plan will address both ongoing media and public relations Issues, as -well as proactive strategies for addressing fast - breaking and/or potentially controversial, issues in a timely manner. I 5 As part of the County's Strategic Communications Plan,. the staff will develop for Board approval a single, unified style for all County . communications efforts to establish the County's "identity in communication vehicles. There will-be a brief style manual for publications and other written materials and a design standard 'for the County's. Web site and other communications methods. Under the general direction of the BOCC, . the County's communications efforts will be coordinated through the office of the County Manager and the office of -the Clerk to the Board. All communications.from Orange County will follow adopted County policy. A. CABLE TELEVISION 1. Televising of County Commissioner Meetings A primary communications goal for the 1999 -2000 fiscal year is the televising of County Commissioner meetings. This is to be accomplished via public access cable television, perhaps on a tape-' delayed basis. Z. Public Service Announcements and Meeting Information Public-service announcements prepared by the County should be made available to run on.cable television during the regular viewing week, and in those cases when Board meetings either are delayed or end early. Agendas for upcoming BOCC meetings and monthly meeting calendars : should also be provided to the cable - television channel for prompt and complete airing. 3. Monthly :Cable Program . Content for the County's monthly public information show should complement other communication methods used by the County. The content should be coordinated with the Manager and the Chair of the Board of County Commissioners, in order to 'function as part of a coherent communications strategy. B. PRESS RELEASES AND MEDIA RELATIONS While the descriptions in this section deal specifically with press releases, the general principles articulated can be utilized for other communication methods. r 1. Tvnes of Press Releases 1 Certain types of events and milestones should. automatically merit the issuance of a press release- by Orange County. Topics that should receive such treatment as standard operating procedure include: a. Events and openings (e.g. :Eflanc- Cheeks Community Park) b. Achievements and awards (e.g-. awards for financial reporting). c.:Major Wags (e.g. hiring of department heads) d. Health and safety announcements (e.g.-outbreaks of . rabies or. hepatitis) As part of the distribution, these releases will be posted on the County's Web s1te. Content. for other press releases should. be coordinated with the Manager, Clerk, and-'the Chair'of the Board of County Commissioners; In order to function as part of :a coherent communications strategy. 2. Generating and Crafting Releases a. Interactions between County staff and the media should be coordinated through the Manager's and/or the Clerk's office. The County should discontinue the practice of individual department heads or staff members issuing - press releases on behalf of the County, with specified exceptions concerning matters of public health and safety. However,. staff members who have ideas for specific releases may give them to. the Manager or the Clerk. Press releases on matters dealing with County programs and... policies. as adopted, revised and/or acted upon by the Board should originate in the Clerk's office (Information: Specialist). Press statements on matters dealing with .implementation of these Programs and policies and/or County operations should originate in the per's officelManagement Analyst). Commissioners who have ideas for specific press releases may give them to the Chair of the Board. As is the case with all press releases, .these releases.- should relate directly to adopted, County policy. b. Based on county schedules, and in consultation with the Manager and the Clerk to the board, the two staff members responsible for writing press releases (Management Analyst and. Ci 7 Information Specialist) should divide up these assignments and be sure coverage is provided. They should also develop and implement a method for apprising the Manager and Commissioners monthly,. in advance, concerning. the automatic releases to be issued. c. For events that require more than a simple, straightforward notice, and when there is time, every effort should be made to Increase the: attractiveness of press releases to members of the news media, as for example, adding a human interest "peg" or "hook" to - attract attention. d. The staff should develop and implement methods for _ .-addressing fast breaking and /or potentially controversial public relations issues in. a timely manner. , If such proactive communications methods are put.intoplace; the County can be' In a position to anticipate these situations and respond with an appropriate message quickly and effectively when dealing with matters of a controversial or fast breaking nature. 3. Strategies for Expanded Coverage The Information; Specialist and the Management Analyst should develop and implement a plan to obtain expanded media coverage: Any such plan should :ensure .that at least the following elements are accomplished: a. - These two staff members should foster relationships with members of the media who cover Orange County, including phoning them to offer assistance or. to ascertain what information might be most helpful. b. The County .Commissioners should be notified in advance, when possible, of press'briefings involving the Manager or department heads. This would allow the media easy access to decision - makers and might lead to expanded coverage. c., The two staff members should seek additional avenues. for coverage. For example; they could ensure that meetings by the Board of Commissioners and County advisory boards are included in the weekly "bulletin boards" published by local newspapers.. 1. 1 8 C. DIRECT TELEPHONE ACCESS 1. Direct Line A direct telephone number will. be established that will receive questions, comments, suggestions, requests and.complaints from citizens. This: number should be located in the office of the Clerk to the Board,. and should -be answered at all times during regular business hours. The Clerk will develop and implement a procedure fbr these calls that will include such things as 'a reasonable:but specific response time, a method for keeping Commissioners apprised of the nature of citizens, concerns, how the number will ,be advertised,'and who should answer.r the telephone. The Cleric should take into account such factors as knowledge of county government, pleasant telephone manner,.. and.whether.the person can be helpful when talking with callers who have limited English prof lciency: 2. Automated Alternatives The County's automated telephone system should be augmented to include an 'option that provides direct access to the office for the Clerk to the Board. Further development. of County telephone resources should include simplifying public access to. postr. 5 PM voice -mail for County employees. D. INTERNET SITE 1. Accessibility to County Commissioners Provision of e-mail addresses for Commissioners, and a listing: of phone numbers and mailing addresses on. the County Web site,' combine to make them readily accessible to citizens and others. In addition to photographs, other information about members of the Board, such as brief biographical data, could also be added:. 2. Improved Provision of Information Any improvements to the Web site should ensure that at least the following elements are accomplished: a. Current information is provided in a timelymanner. There. should be a dependable schedule for the appearance on the site of key information (e.g. the monthly calendar of events) and for updating that information (e.g. changes in meeting .times and dates). 4 I 9 b. The site is dynamic, visually appealing, and engaging. For example, there could be additional photographs that would reveal the character of Orange County or a "crawl" whereby breaking news or updated information might be highlighted. c: The agendas of various County advisory boards are posted prior to their scheduled meetings. d. County departments get individual Web pages posted at a reasonable pace e. Other appropriate additions are made, including a Youth Voices area 3. Process for. Improving the Web Site .a Administration of the site's content should be shifted, at least .- temporarily, from the Information, Systems (IS) Department to the -Clerk's: Office,. with IS continuing to. provide technical support This will free the IS staff to concentrate on more. pressing issues, such as. continued office automation, database administration and Y2K issues. b. Commissioners' reactions to the current Orange County. Web site, and their, ideas.on what might be added, should be solicited. This would help shape a direction for further efforts ,at improving the site. c. Subsequent to consultation with the BOCC, the staff should develop and implement a systematic plan to improve the information provided on the Web site. E. INTRANET 1, Board Access The BOCC. should have complete access. to the County's intranet, .. as well as have a site on the intranet .that serves the Board. 2. Imoroved Provision of Information The staff should develop and implement a plan for augmenting the information included on the intranet. Some additions. to consider include the following. a. The Manager could develop and implement a plan to post, appropriate lists of pending items, such as those that are periodically distributed to the Board as part of a Manager's Memo. The intranet could also be used for the posting of summaries that project age. nda topics for an upcoming month. w b. The intranet is the logical place to develop a County calendar of community events, wherein a directory is established. listing everything from park dedications to dinners and "roasts" sponsored y service organizations to local appearances by state and national legislators. F. OTHER COMMUNICATION DEVICES 1. Citizens' Guide The staff should develop for Board approval a citizens' guide to accessing the- ublic poes... This-will take a citizen st - b ste throughsuc P h matters as ground rules.for a public hearing, a rezoning,: and a special'use permitting process., The emphasis will be on helping an.individual, neighborhood.or citizens'. group to improve its. understanding of the public process and how to: navigate..it. 2. Meeting Protocols Presentations at BOCC meetings should be improved to ensure that --the. public may see displays and view pertinent information along with the Commissioners. It is important to make sure that Commissioners' meetings are intelligible to citizens in attendance. The Commissioners may also wish to obtain information or advice concerning. additional strategies to improve communications at - meetings or hearings, both for the citizens in attendance and for the television audience. 3. Information Inserts The staff should develop for Board approval appropriate information inserts for tax bill and tax abstract mailings, as well as for monthly automobile tax mailings. The content for the inserts should complement other communication methods used by the - County, and should be coordinated through the Manager's office .and/or the Clerk's office. 4. Communication with County Emnlovees a. The staff should develop a plan for Board approval to enhance Board communication with County employees.' This. plan could include a column written by the information specialist on behalf of the Board in the employee newsletter, Orange Alive, . detailing recent decisions and policies of particular. interest. Since 10 Chapel Hill, and Carrboro need to be in support of the Adequate Public Facilities Ordinance for it to work. Wake County has not moved ahead because they do not want to build the necessary schools. Commissioner Brown said she received an email that Johnston County is limiting the number of building permits being issued each year to control their development. The staff will check on this. Commissioner Jacobs would like to add to the recommendations that it is significant that there is cooperation with Hillsborough on the Corbin Downs project. He appreciates that the Hillsborough staff and one of the elected officials came to listen to the County Commissioners. 2. Strategic Communications Plan Cable Television Chair Gordon said that she and Commissioner Jacobs discussed this previously. She said that the first three parts; the cable television, the press release and media relations and the direct telephone access does not require additional expenditure and a lot of it is under way. The next three issues need to be developed a little more. Commissioner Brown said that the Internet site was sent to the IT Committee. She was at that meeting. The goal is to start televising from this room by the first of the year. Commissioner Carey said that a recommendation will be coming back to the County Commissioners with what needs to be done to begin televising a delayed telecast around the first of the year at the Southern Human Services Center in Chapel Hill. It will take additional time to prepare the Hillsborough site. The recommendation from the Cable Television Committee and Staff will come to the Board of County Commissioners with a recommendation in mid-December. The Hillsborough room has some technological challenges. Commissioner Brown said that as they look at future additions to the courthouse, they should consider a room that is cable ready where there could be school board meetings and other meetings televised. John Link said the County would be charged for televising each meeting but that the cost is reasonable. Commissioner Carey said that the funds are in the budget for televising the meetings. Chair Gordon said that she would like better quality than the model that was done. Commissioner Brown agreed and said that the lighting was not good and that the camera did not focus on who was talking. Commissioner Carey said that the company recognizes this and that it was just a test. The quality would be better after everything is set up for continued telecasting. Commissioner Halkiotis agreed with Commissioner Brown in that there needs to be a plan for this telecast in the reconstruction of the courthouse. Commissioner Carey said they would be coming back with a plan with the associated costs and the timing. Chair Gordon asked what the Board wanted to do about this item. Commissioner Brown said that the County Commissioners will need to make decisions on expending a considerable amount of money up front in order to begin televising their meetings, plus the per session cost. These are decisions that will need to be made prior to moving forward with this item. Chair Gordon said that this report could be adopted for the short-term and they would wait for the report coming out in November before making a financial commitment. Press Releases and Media Relations Commissioner Halkiotis referred to the Crisis Management issue. He commented that the communications via email worked very well during Hurricane Floyd. They learned about dealing with the non-English speaking population. He feels there needs to be a group of people, non-EMS people, to form an advisory group from certain elements of the population to make suggestions and recommendations so that the Hispanic population is informed during an emergency. He feels there needs to be an advocate. Commissioner Jacobs said that the Advisory Board on Aging was concerned about how the frail seniors were handled during emergencies. Outsiders sometimes bring a different perspective and we need to figure out which groups need to be contacted. He made reference to pages 6-7, Generating and Crafting Press Releases. He mentioned that the new Assistant to the Manager position is a liaison between the Manager and the Board of County Commissioners in posting information on the County web page. It is important to identify a person who is responsible for automatic press releases. If something fell through the cracks, such as notifying the Hispanic population about emergency issues, this person would handle that. Internet Site Commissioner Brown mentioned the feedback of sending this report to the IT Committee. Their review of it was that all of the things listed on this page needed to be done. There is not a web master. It is dangerous to think that things can continue to be added to the web page. There could be significant cost impacts to the County's website. Commissioner Halkiotis asked why there was not a web master. Commissioner Brown said this needs to be a new position. Commissioner Halkiotis said that there is not a separate web master for the Orange County school system. Commissioner Brown said that the Board could ask Buck Tredway if he would like to be trained, but it is a much bigger job. The IT Committee suggested that information not be added on by different people. Keeping the web site current and accurate is the job of the web master. Commissioner Halkiotis said that he is troubled about budgetary issues. Before he would vote for a new position he would want to be convinced that a full-time web master needed to be hired. He suggested hiring a consultant. Commissioner Jacobs said that the Board needs to articulate what they want for this plan as far as the level of service. He feels that some of the other issues need to be decided regardless of what they decide for the level of service they want to give the citizens of Orange County. John Link said that when he goes to a web site, he is instantly impressed if it is on the ball and up to date. It is death if the web site is clearly not being updated. Commissioner Halkiotis referred to a class at Orange High School that received a grant from Cisco Systems for $60,000 for the students to learn to be web masters. He feels that there are resources between the high schools and the University for this. Commissioner Brown said that people expect the government web sites to be accurate. She also mentioned a side issue that was discussed at the IT Committee meeting. This issue was the software that the Planning Director wants to purchase for the Planning Department. This would enable the County to use the web site as a citizen access point for all of the information and data about planning. She said there are some core decisions that need to be made about the network and the information we want to provide to our citizens. Chair Gordon said that there are a lot of issues related to confidentiality, etc. John Link said that another huge issue is going to be E-government. Citizens will expect to be able to do work with the government via the Internet. He said that this is almost another dimension of government. Commissioner Brown said that the IT Committee needs the Board to pay attention to them. Chair Gordon asked how the Board wanted to handle the Strategic Communications Plan. She asked if they wanted a Crisis Management Report. Commissioner Halkiotis just wants the small peripheral groups brought in. The staff will handle this and bring it back. John Link said they could put together a multi-faceted advisory group that could critique how the County is communicating with these groups. A motion was made by Commissioner Halkiotis, seconded by Commissioner Jacobs that the Board accept the Strategic Communications Plan through page 8, item C. VOTE: UNANIMOUS 3. Water/Sewer Boundary Commissioner Carey said that there was agreement on what the map should look like for current service and interest areas. Hillsborough ceased attending the meetings regularly after this agreement because the map was their main concern. Hillsborough's concern was that OWASA would cut off a big piece of their service area. The placement of the boundary lines was the most significant issue that was agreed upon. Commissioner Carey referred to the rest of the document that addressed Land Use and Planning issues that transcend OWASA's responsibility. He said that he was concerned that the schools were not involved in this discussion and cannot recommend that the Board adopt item C, Sizing of Lines on page 13. Chair Gordon said that one of the concerns was the sentence that states, "public sewer lines extended to provide service to an adverse public health condition or essential public facilities cannot be used for other purposes or other parties except to remedy another adverse public health condition." Some people thought that it should also say, "or essential public facility." Commissioner Carey made reference to the Emergency Water Transfer item on page 15 and said that he feels that this constrains OWASA in its ability to achieve its commitment to the users and did not reflect reality. Chair Gordon made reference to the Emergency Water Transfer and said that she feels that allowing emergencies to go on for one year is too long. She disagrees with Commissioner Carey on this. Commissioner Jacobs said that defining an "Adverse Public Health Condition" was an important issue. It was a great advance over the current system that led to rare decisions to take care of severe situations. A new definition was created. The options have implications for land use and for some of the policies. It was decided that before anything is adopted the Board needs to refer to the staff and the Planning Board for their feedback. Regarding the issue of public purposes, a lot of the discussion revolved around extending a line to address an adverse public health condition and investing in the infrastructure. The recommendation of the majority was that it did not make sense to site another public facility when extending a line to remedy an adverse public health condition. Commissioner Carey said that they contradicted themselves because they said that schools should be sited in a way that facilitates the extension of lines rather than tapping on to them.