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FAMU PR Research and Strategies
July 19, 2010M. Michelle Bono
City of Tallahassee
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Why Have A Plan?
• Forces strategic thinking – what do you want to accomplish?
• Forces assignments• Forces deadlines• Helps produce measurable results
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Key Elements
• Background / Research• Target Audiences• Key Messages• Tactics• Measurable Results• Budget
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Have a Written Plan
• Inculcate within your organization how we handle issues
• Leadership from CEO is key• Don’t forget your internal audience:
decision makers, employees• Be timely, but be accurate! • Utilize technology – have systems already
in place
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The Leading Expert
• Dr. Vincent Covello, founder & Director of the Center for Risk Communication.
• Researched based approach to how we communicate
• www.centerforriskcommunication.com
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Never Forget
• We don’t care how much you know until we understand how much you care!
• You can anticipate every question• Handout – 77 Questions
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Blair Stone Road
• Remember the No Blair Stone Road signs?
• No trust – prove yourself!• Develop a communication plan• Involve residents, businesses, officials• Have fun – make it memorable
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2000 Presidential Election
• The eyes of the world were on Tallahassee
• Goal of changing initial reaction• Learned from lessons – developed
a plan & ready for the next time!
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Employee Theft
• Investigation began summer 2002 when problems reported by employee
• City Manager asked police department & city auditor to investigate
• Employees ordering high performance engines, car parts and freon at over $2 mill
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Employee Theft• In collusion w/ vendor – changed work orders
and assigned to many vehicles• Concerns:
– How story came out – would we be the source– Impact on city employees – betrayal, anger– Impact on upcoming city elections (Feb. 03)– Most important – don’t hurt ongoing investigation
• Used probable cause affidavits to write release
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Employee Theft• Know your message – how discovered, how
being addressed, unusual situation, changes being made, criminals will go to jail, many good employees.
• Keep employees informed• Strong response from manager helpful• Be open with media when possible• Keep those in the know to small group
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Gaines Street Closing
• 36,000 cars a day on Gaines• Narrowing road to two lanes• Developed plan to create
awareness• District about culture, arts• Why not a flash mob video?
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Results: Crisis Averted!
• We had a plan – key point!• 9,500 views on YouTube alone!• Extensive media coverage Twitter,
facebook, web, etc.• Personal outreach to downtown workers• Traffic is flowing relatively smoothly
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Extending FAMU Way
• Huge lack of trust• 2008 outreach – feedback• Extensive communications plan!• Focused on goals / messages• Really listened to citizen input
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Extensive Community Outreach
• Postcards to over 3,000 households• Contact and flyers to 26 churches• Door-to-door visits and letters to 40
house/apts. that may be needed for project• Citizen input committee• Media – Democrat, Capital Outlook, FAMU &
FSU newspapers, 96.1 radio, Talgov, WCOT
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FAMU Way Community Breakfast
• 74 City employees volunteered. Cooking started at 5 a.m.
• Handed out informational books with route details, q&a and options on canal
• Open House format• 300 attendees, 145 completed survey
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Based on what you’ve learned about the proposed FAMU Extension Project, please indicate your level of support at this time.
Support for Project
Support the project, 54% Haven't yet made up
my mind, 32%
Do not support theproject, 6%
DK/NA, 8%
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The City has a goal of building citizen trust and confidence in government.
(Please indicate how you’d rate your level of confidence in government.)
Confidence in Government
Strong confidence, 19%
Above average, 46%
Below average, 19%
No confidence, 7%DK/NA, 10%
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How would you rate the City’s efforts to make you aware of this breakfast to gain citizen input?
City's Efforts to Promote Meeting
Outstanding, 38%
Good, 52%
Fair, 7%Poor, 1%
DK/NA, 2%
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Lessons Learned
• Make changes based on feedback• Report everything! The way people
want it.• Focused on informed consent• Treat people with respect• What would be important to me?
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Know the Frame! And Change it!
• You can’t fight city hall• You won’t listen• Our input doesn’t matter• You don’t care about us
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My Key Messages
• Good programs start with research• Develop a written communication
plan with key elements• Identify measurable results and
share outcomes with stakeholders