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City of Mounds View 6-4-09 <br />Communications Plan <br /> <br /> <br /> <br />©2009 RISDALL MARKETING GROUP PAGE 5 OF 7 <br /> <br /> <br />Enhance Cable Channel 16 <br /> <br />The cable channel should support the same brand imagery of the website. This is to help the <br />channel to become directly associated with the site. The City needs set standards for accepting <br />programming materials and announcement requests on the channel. Information page screens <br />should use the logo consistently, as well as colors. The channel graphics should promote the <br />city’s website address as frequently as possible. City staff should post and promote the cable <br />channel schedule on the City website as well. The cable company should provide viewer data and <br />metrics of viewership should be tracked for analysis. The site should attempt to use recognizable <br />video clips of the city whenever possible to present a window on the community and to evoke a <br />connected emotion. <br /> <br />Add Graphics & City’s Website Address to City Hall Electronic Sign <br /> <br />Mounds View should develop standards for accepting public notices and announcements for consistent <br />allocation of this resource. The messages should always be current and brief. City staff should explore <br />the sign systems for capabilities that allow for special page formats and graphics that can signal the type <br />or author of the messages (such as Community Center News, Council News, local business message, <br />and messages from residents). The City should use the city hall sign to promote the website, perhaps <br />below the time and temperature, for maximum exposure and frequency. <br /> <br />Begin Conducting Public Relations <br /> <br />Press Release (News Release) Schedule and Structure for City Staff <br />ƒ The City should develop news release standards <br />ƒ Create a monthly schedule of content to be communicated to the media. <br />ƒ City staff should post all news releases on the web and provide archives of past releases. <br /> <br />Media Relations Contact Person and Outreach Schedule <br />ƒ City staff should have a regular point of contact for the City and communicate that in <br />releases and on the web. <br />ƒ Create a list of local and statewide media contacts, with both email and street mail. <br />ƒ Begin regular communications to introduce and maintain identity awareness <br /> <br /> <br />Media Training for Key City Staff for Press Conference Preparedness <br />Impromptu or scheduled, speaking before the press requires extra skill. Expert professionals <br />should train city staff in media relations for maximum preparedness. <br /> <br />Crisis Communications Support <br />This highly specialized skill can change the outcome of any emergency. The City should contract <br />this service to a retained expert. <br /> <br /> <br /> <br /> <br />