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> Home > Departments > Administration > Public Information Office > 2009-2010 Communications Plan

2009-2010 Communications Plan

Prepared by Susan Moran
Public Information Officer

TABLE OF CONTENTS

Town of Cary Mission Statement

Statement of Values

Citizen Service Commitment Statement

Introduction

2008/2009 Communications Program Summary

2009/2010 Communications Goals & Initiatives

Internal Communications

External Communications

General Citizenry

Media

Politicians

Appendix

Town of Cary Organizational Chart

Town of Cary Media Contacts Standard Procedure

Town of Cary Public Information Materials Standard Procedure

Town of Cary Regional Media Distribution List

Town of Cary Information Vehicle List

Social Media Guidelines

MISSION STATEMENT

At the Town of Cary we focus every day on enriching the lives of our citizens by creating an exceptional environment and providing exemplary services that enable our community to thrive and prosper.

STATEMENT OF VALUES

To achieve our mission we will uphold the following values:

1. Our organization exists to serve our citizens. We will be open, ensure access, encourage involvement and be accountable to our citizens.

2. Employees are our most important resource. We will attract and retain the best employees and invest in their personal and professional growth.

3. We will be honest, ethical and diligent. Our actions will comply with local, state and federal laws.

4. We will treat everyone with dignity, respect and fairness.

5. We will achieve the best results through effective teamwork, strategic partnerships and community participation.

6. We will provide outstanding customer service that is polite, friendly and responsive.

7. We value creative thinking and innovation. We will continue to be nationally recognized for excellence in local government.

8. We value growth that balances desired service levels, economic benefits and continued stability for our community.

9. We are cost conscious. We spend public funds responsibly and effectively to ensure the Town’s short and long term financial strength.

10. We are committed to proactive, comprehensive planning to guide the future of our community.

11. We will preserve and protect our environment. We will be good stewards of our finite natural resources.

CITIZEN SERVICE COMMITMENT STATEMENT

With service as our only product, the Town of Cary is dedicated to providing the highest achievable level of customer satisfaction by providing citizen services in the most effective manner possible. We will accomplish this through polite, friendly, and courteous interactions with citizens and by making a personal commitment to resolving citizen problems quickly and thoroughly. We strive to give immediate attention to citizen needs and to provide citizens with complete and accurate information in a timely manner. Our goal is to be recognized throughout the Eastern United States for providing the highest quality customer service to all citizens.
INTRODUCTION

Believing that government effectiveness, efficiency, and equity are strengthened with open communication, the Town of Cary established its Public Information program in 1997 to develop and direct a comprehensive communications effort by building and maintaining beneficial relationships between the Town of Cary and our many publics through appropriate, consistent, timely, complete, and accurate information sharing.

In accordance with the policies and philosophies of the Cary Town Council, the Town of Cary’s annual Communications Plan articulates the communication goals of Cary Town Government and the initiatives to be undertaken during the fiscal year to achieve these goals.

Where appropriate and consistent with nationally accepted best practices, detailed communications plans are developed for individual initiatives – including crisis preparation -- throughout the year. These plans include project goals, measurable objectives, strategies, tactics, target publics, key messages, timeline, and budget.

2008/2009 COMMUNICATIONS PROGRAM SUMMARY

Fiscal year 2009 (July 1, 2008 – June 30, 2009) was the 11th full year of the Town’s comprehensive, strategic communications program. During FY 2009, the Town:

INTERNAL EFFORTS

Continued the staff committees to explore problem solving, communications, and organizational change as well as the staff committee to implement Council/Staff retreat direction;

Continued a financial management training program to include quarterly training for new users and conducted a required annual training for the security of sensitive information and other miscellaneous training as requested by departments;

Produced the FY 2008 Comprehensive Annual Financial Report on time and without a management letter comment from external auditors;

Continued implementing the FIT Community Communications Plan;

Completed business plans for the Cary Tennis Park and WakeMed Soccer Park;

Began developing a business plan for the USA Baseball National Training Complex;

Held regular meetings between PIO staff and PRCR staff, to discuss issues, updates and future plans;

Continued creating departmental business development plans based on an organization-wide model;

Increased employee and dependent health and wellness communication through several special events including a Health Expo, Health Risk Assessments, and Lunch & Learns;

Worked to Increase employee organizational knowledge by implementing the Employee Shadow program;

Worked to Increase employee effectiveness through more than a dozen in-house training courses such as conflict resolution, project management, and problem-solving;

Launched the Writing Tips initiative;

Continued to use C-Net, the organization’s internal Web site, to feature important activities and issues for Town staff;

Continued preparing and distributing to staff and Council electronic fact sheets, e-mails, and other materials on emerging and key Town government issues;

Continued developing crisis-specific communications plan;

Continued the day-long new employee orientation with customer service training as well as the PEER and Team Player programs;

Continued holding the annual Employee Recognition luncheon;

Continued offering benefits and financial fairs to provide financial planning education and clarification for current and future financial goals and to prepare for financial emergencies;

Continued issuing benefits statements to all Town employees emphasizing total compensation package;

Continued media relations classes: basic, refresher, and public safety;

Continued training staff on how to write standardized communications plans; and,

Continued monthly meetings of the Public Education Group and quarterly meetings of the Internal Web Focus Group;

EXTERNAL - GENERAL CITIZENRY

Completed the Police Recruitment Video;

Attended career fairs at local Community Colleges to help in recruiting highly qualified applicants for Town staff vacancies;

Developed numerous crime prevention flyers including motor vehicle break-ins and construction site larcenies;

Continued operation of police service center at Cary Towne Center, staffed by CAP team volunteers;

Conducted two Citizen Police Academies;

Continued public safety outreach with Operation Every Business

Conducted two aggressive driving campaigns as part of Operation Patient Payoff;

Continued Gang Prevention Initiative and White Tiger partnership;

Distributed over 30,000 crime stopper flyers in certain identified areas;

Reinforced crime prevention and personal safety messages at several special events including Spring Daze, Easter Egg Hunt, Red Ribbon Week, and Stranger Danger;

Promoted positive police/community relations by participating in Law Enforcement Torch Run and “Cops on Top:

Participated in two outreach programs: Triangle Area Negotiator's Information Exchange and ROCIC;

Conducted the first town wide Community Watch leader meeting to bring all community watch leaders together for training and information sharing;

Worked with citizen stakeholders to organize the first Climate for Student Success Forum;

Conducted a recruitment open house for citizens interested in council appointed volunteer boards and commissions;

Conducted orientation for newly appointed boards and commissions members and chairs;

Created and implemented a new boards and commissions application process;

Developed and began the implementation of a communications plan to support the new Hometown Spirit Awards;

Developed and implemented a communication/public involvement plan for the update to the CDBG 5-year consolidated plan and the Affordable Housing Plan;

Developed and began implementing a communication/public involvement plan for the Historic Resources Master Plan and the Site Design Standards project;

Created and implemented detailed communications plans for several capital projects including flashing yellow lights, stormwater, and Cary Parkway repaving;

Updated the Cary Recycles and Let’s Talk Trash brochures;

Began creating the communication plan to support the new Litter Program, Spruce;

Developed and implemented comprehensive communications efforts to support the successful transition to automated recycling collection;

Developed and implemented the Beat the Peak, the Town’s annual summer water conservation outreach campaign;

Continued issuing Solid Waste/Recycling Holiday postcards and annual mailing;

Began the process to implement GovDelivery to aid in external email communication and email database management;

Developed and began implementing the NCAA Championship City Communications Plan;

Held numerous public input meetings on proposed Town park, cultural resources and public art projects;

Began implementing the new sign plan for parks facilities and greenways;

Continued PRCR marketing efforts of advertising with Greater Raleigh CVB’s Visitors Guide and submitting events for listing in the Greater Raleigh CVB’s calendar of events;

Developed, in coordination with the USTA, a promotional video highlighting the Cary Tennis Park and the Town’s tennis programs;

Developed a video, and supporting written materials, highlighting tennis in Cary to be submitted as part of Cary’s nomination to be named “Best Tennis Town” by the USTA;

Continued utilizing the Neighborhood America software program to facilitate online comments on several proposed development initiatives as well as the Water Shortage Response Plan;

Continued implementing the communications plan for successful removal of existing structures where the new downtown park and square are to be located;

Held numerous public input meetings on proposed Town projects including transportation, planning, parks, cultural resources, and public art;

Issued the annual water quality and wastewater reports to all utility customers;

Continued utilizing Block Leader program participants for disseminating Town environmental program information;

Continued leading the communications effort to support the Western Wake Partners’ new regional wastewater management facilities;

Continued a comprehensive communications effort to update water customers on the annual water treatment disinfection process;

Continued to distribute information sheets concerning appropriate disposal for residential and commercial fats, oils, and grease in English and Spanish;
Continued with odor control communications efforts to surrounding residents of the Town’s two water reclamation facilities;

Created and implemented communications efforts surrounding the Town’s annual reclaimed water holiday and annual smoke testing program;

Continued producing the weekly Cary Connections Ad in The Cary News along with monthly issues of BUD, BUD TV, and Cary Matters;

Continued to issue Traffic Alerts prior to all significant road construction and closures;

Continued working on the 5th comprehensive overhaul of the Town’s external Web site;

Continued utilizing online bidding and online surplus property sales methods;
Sponsored several "lunch and learn" programs for plumbing and mechanical contractors;

Continued supporting the Black Creek Watershed Association in an advisory role;

Conducted annual workshops for local contractors and developers concerning stormwater and erosion control;

Continued public outreach and education efforts designed to support the Town of Cary's Phase II Stormwater Permit through mass mailings, outreach at Town events, newspaper advertising, HOA newsletters and BUD;

Conducted the annual School of Government;

Continued to notify citizens of pending development issues via direct mail, advertising, and sign postings on subject properties;

Continued a month-long effort toward collecting public input on budget priorities for the FY 2009 budget;

Created and successfully implemented a comprehensive communications plan to support “Sunshine Week”;

Continued holding National Fire Prevention Week and National Night Out activities as key components in the annual public safety education program;

Developed and launched the GeoPolicing Communications Plan;

Continued making time/space in all external communications to explain why something is occurring and how it affects quality of life in addition to the basic facts of an issue;

Continued working towards a consistent Town image and focus; and,

Cablecast more than 1,573 hours of programming, 294 of that being original/first run programming hours.

MEDIA

Began to devise a process to develop and distribute PRCR feature stories;

Continued using the media pager system to help ensure that media get responses to inquiries within 10 minutes of contacting the Town;

Continued holding daily briefings on current crimes;

Continued building the electronic image library;

Continued to focus on regional media coverage by e-mailing news releases to a broad group of media outlets and using the Town’s electronic mailing list service to reach media representatives;

Continued to utilize the Town’s Media Contacts Standard Procedure to ensure consistency in dealing with the media;

Continued to promote use of the Web site as a media tool;

Continued to identify, explore, coordinate, and promote opportunities to secure appropriate media sponsorship of programs and events;

Issued 382 news releases, public service announcements, and media advisories (up 6% from 361 last year) and coordinated 10x news conferences/special events (up from six last year) to assist the media with getting information and focusing attention on key issues; and,

Completed the 11th annual Media Contact Survey designed to assess the Town’s day-to-day responsiveness to the needs of the regional news media; this year the Town received a “B”/88 (down from a “B+”/90 last year).

POLITICIANS

Continued the annual Cary Mayor State of the Town address and updates;

Continued writing biographies and remarks for Town Council and appointed officials;

Continued to raise public awareness on the Town’s legislative goals; and,

Continued regularly communicating with local, state, and federal elected officials on high profile issues.

2009/2010 COMMUNICATIONS GOALS & INITIATIVES

OVERVIEW
The organization looks forward to another very full year of projects and initiatives designed to build and maintain beneficial, open, and transparent relations with our many publics, both internal and external. This year’s communications program continues the Town’s focus on consistency, timeliness, accuracy, exchange, evaluation, responsiveness, courteousness, and technology.

INTERNAL COMMUNICATIONS

With its number of Town employees now surpassing 1,200, Town of Cary staff continues to comprise an influential communications group frequently tapped for information by the general citizenry. This year’s program continues to focus on maintaining the staff’s high level of knowledge and awareness about Town government in order to improve their responsiveness, including the connection between this knowledge and the provision of exemplary service.

GOALS

Maintain a high level of employee knowledge about overall Town government;

Increase employee attention to strategic communications, including being more proactive and deadline oriented in communications planning;
Increase employee effectiveness at presenting and communicating information to internal and external publics;

Increase employee attention to effectiveness at interdepartmental communications; and,

Maintain a high awareness among employees to make all communications polite, friendly, and fair.

INITIATIVES

HIGHEST PRIORITY

1. Maintain a high level of employee knowledge on the requirements for security of sensitive information;

2. Identify and train staff on new Web content management software and protocols;

3. Continue the day-long, comprehensive new employee orientation, including distributing the employee guide and video that covers key elements of the organization’s structure and culture;

4. Continue media relations training and implement the recommendations of the 2009 Media Contact Survey Report;

5. Finalize the first 10 scenarios of the Crisis Communications Plan;

6. Continue to Implement the Parks, Recreation, and Cultural Resources sign plan;

7. Continue the staff committees to explore problem solving, communications, and organizational change as well as the staff committee to implement Council/Staff retreat direction;

8. Continue holding one-day department director retreats three times a year along with the annual Council/Staff retreat;

9. Develop a long-range communications plan for the Inspections & Permits Department;

10. Continue implementing efforts outlined in the Affirmative Action Plan to enhance organization visibility and enhance applicant pool; and,

11. Complete and initiate implementation of a directional sign plan for PRCR parks/facilities.

MODERATE PRIORITY

1. Begin developing a comprehensive strategy to support Town efforts to "green" its operations, policies and procedures;

2. Continue developing and implementing an effective communications effort regarding payroll e-notification in lieu of pay stubs;

3. Continue to ensure that staff supports the Town’s Public Records Policy;

4. Develop PRCR Departmental section on C-Net;

5. Continue using the Internal Web Focus Group and other strategies for regularly reviewing the accuracy, consistency, and relevance of http://www.townofcary.org/;

6. Continue using CAP Team volunteers to assist police staff with park patrol, handicapped parking enforcement, special events, and staffing the police service center at Cary Towne Center;

7. Establish an Internal Social Media Focus Group to help guide the Town’s social media efforts;

8. Establish and regularly test an effective electronic means of contacting Town employees during emergencies;

9. Continue building employee knowledge, effectiveness, and morale through in-house training courses and Shadowing as well as programs and events such as PEER, Team Player, and the Employee Recognition Luncheon.

LOWER PRIORITY

1. Continue bi-monthly Fire Department employee meetings;

2. Continue focus on increasing the recruitment and employment of personnel with multilingual capabilities;

3. Continue quarterly Fire Department shift meetings;

4. Create a “Security Breach” video outlining important procedures for Town staff to follow; and,

5. Continue to prepare for and distribute to staff and Council electronic fact sheets, e-mails, and other materials on emerging and key Town government issues.

EXTERNAL COMMUNICATIONS

This year’s plan again directly targets three external publics—the general citizenry, politicians, and the media. The program relies upon a mix of public relations and marketing to improve constituent involvement, participation, support, knowledge, and awareness.

GENERAL CITIZENRY

The Town of Cary continues its ongoing efforts to optimize effective, efficient, and friendly communications with all Cary citizens through a multi-layered communications program. Because of the demographic differences in the Town’s population, a variety of tactics must be employed to reach as many people as possible in the target groups on each issue.

GOALS

Increase citizen awareness, knowledge, and understanding of Town services, projects, and initiatives;

Increase how-well informed citizens feel about their government;

Increase citizen satisfaction with how Cary makes information available to them;

Increase citizen satisfaction with opportunities the Town provides to them to participate in the decision-making process; and,

Increase citizen participation in Town-sponsored programs and events.

INITIATIVES

HIGHEST PRIORITY

1. Implement the 2010 Biennial Citizen Satisfaction Survey and Focus Groups;

2. Develop and implement a communications plan to support the move to Geographical Policing;

3. Launch the online employment application service that provides internal and external efficiencies through its paperless process;

4. Continue issuing the Annual Water Quality and Wastewater reports;

5. Complete the 5th overhaul of the Town’s external Web site, including the enhanced email system and the Spinnaker video application;

6. Continue collecting public input on budget priorities for the annual budget;

7. Update the Citizens Guide to Services;

8. Conduct the 20010 Town of Cary School of Government;

9. Continue developing and implementing project-specific communications plans for significant capital projects;

10. Develop and implement a communication plan for the implementation of electronic plan review as well as the update to the Town’s sign regulations;

11. Implement the communications plan for the Advanced Meter Infrastructure;

12. Continue implementing the NCAA Championship City communications plan;

13. Launch the Web-based, interactive tool to help guide citizens through the development process;

14. Maintain the communications plan for Koka Booth Amphitheatre and support and supplement Booth Amphitheatre marketing and promotional efforts as appropriate; and,

15. Continue to hold Public Meetings for the general public to review and comment on all major park, greenway and special use facility capital projects.

MODERATE PRIORITY

1. Investigate a 311/One Call system for tracking and responding to citizen contacts;

2. Work with Wake and Chatham counties to implement Census 2010 communication initiatives;

3. Continue using "Click to Gov” interactive Web service enabling citizens to access online Inspections and Permits data;

4. Continue implementing the PRCR sign plan;

5. Develop and implement communication efforts to notify affected customers of transition to “lock box”;

6. Continue Gang Prevention Initiative and “White Tiger” programs;

7. Continue CAP, CERT, and the School of Government education/outreach programs;

8. Expand the distribution of crime prevention messages via Town resources;

9. Continue to conduct town wide Community Watch leader meetings to bring all community watch leaders together for training and information sharing;

10. Continue to provide orientation for newly appointed boards and commissions members, chairs, and staff liaisons;

11. Develop an on-line boards and commissions application;

12. Update the boards and commissions promotional video;

13. Begin developing a comprehensive environmental communications effort that includes the current efforts as well as new programs under one "green Cary" focus;

14. Expand CERT (Community Emergency Response Team) outreach initiatives to include business membership and teen forums;

15. Continue collaborative efforts with Wake County Emergency Management to maintain educational and outreach initiatives regarding citizen emergency preparedness;

16. Maintain current programs and standards to provide educational and outreach initiatives and opportunities for seniors, multilingual and other high risk populations;

17. Develop a communications plan to support the E-bill initiative, which provides the ability to notify customers by e-mail that their utility bill is online;

18. Create short videos to help citizens understand traffic studies and stormwater/erosion control;

19. Continue to promote FIT Community through implementation of the communications plan;

20. Continue efforts to recruit qualified applicants for Town Council’s boards and commissions;

21. Continue working to improve citizen understanding of the difference between storm drain and sanitary sewer system destinations;

22. Continue to review and evaluate Program Brochures and their effectiveness in providing information to the public;

23. Continue distributing pretreatment letters in English and Spanish to utility customers in areas near sanitary sewer overflows;

24. Continue holding National Fire Prevention Week and National Night Out activities as key components in the annual public safety education program;

25. Continue ongoing communications efforts related to Finance Department activities including rate changes, Oasis, drop boxes, bank draft, and meter boxes;

26. Continue providing citizens with the opportunity to learn about police operations through the Citizens Police Academy;

27. Continue making time/space in all external communications to explain why something is occurring and how it affects quality of life instead of simply focusing only on the basic facts of an issue; and,

28. Continue producing monthly issues of BUD, BUD TV, and Cary Matters.

LOWER PRIORITY

1. Develop and implement a scientific survey to gain statistically valid information to help guide future PRCR planning and programming;

2. Produce videos on "Understanding Traffic Studies" and "Understanding Storm Water/Erosion Control";

3. Continue working to improve citizen understanding of the difference between storm drain and sanitary sewer system destinations;

4. Hold regular meetings between PIO staff and PRCR staff, as well as between PIO staff and PD staff, to discuss issues, updates and future plans;

5. Monitor Development Services consultant work and final report for opportunity to update development community on changes in processes where applicable;

6. Continue to plan and execute special events to publicize the completion of important capital projects such as streets, parks, and greenways; and,

7. Continue working towards a consistent Town image and focus.

THE MEDIA

The Town of Cary continues to view the media as important partners in ensuring an informed citizenry. The organization will, therefore, strive to maintain its positive, proactive relationship with regional media by continuing all aspects of the current media relations program.

GOALS

Maintain a high level of accurate, comprehensive regional media coverage of Town issues;

Maintain the media’s perception of Cary as an easy place to report on and from; and,

Increase media sponsorship and support of Town programs and events.

INITIATIVES

HIGHEST PRIORITY

1. Continue issuing regular news releases 2-3 business days in advance and issuing Traffic Alerts at least 24 hours before planned road closures;

2. As part of the Web site overhaul, launch the “How to Get the Story in Cary” Web section that provides tips and guidelines for media working with the Town of Cary;

3. Continue ensuring that all staff who do media interviews are prepared with Key Messages;

4. Continue using topic-specific media distribution lists, including but not limited to sports, entertainment, general government, traffic, and severe weather; and,

5. Continue to utilize the Town’s Media Contacts Standard Procedure to ensure consistency in working with the media.

MODERATE PRIORITY

1. Implement the recommendations of the 2009 Media Contact Survey;

2. Continue offering daily crime report briefings;

3. Continue providing prompt and appropriate feedback to reporters on all stories;

4. Continue promoting the Web site as a media tool; and,

5. Continue enhancing the Image Library.

LOWER PRIORITY

1. Ensure the media is informed of PRCR programs and events by continuing to improve the method of communication between PRCR, PIO and media via community calendars, news releases, feature stories, and Web pages;

2. Develop feature stories on interesting Town topics, including a focus on stories that would be useful based on the yearly calendar—holidays, annual events;

3. Schedule editorial board meetings prior to major events or campaigns as needed;

4. Continue using the calendar listing procedure for PRCR events to allow staff to submit event information directly to media outlets for their calendar listings; and,

5. Identify, explore, coordinate, and promote opportunities to secure appropriate media sponsorship of programs and events.

POLITICIANS

With Town Council elections occurring this fiscal year, the FY 2010 plan continues to focus on improving communications related to elections for which Cary citizens can vote and on helping any new Council members adjust quickly to their new roles.

GOALS

§ Help ensure that information about Town government used by candidates in their campaigns is accurate, complete, and not misleading; and,

§ Maintain a bright line between political and governmental communications.

INITIATIVES

HIGHEST PRIORITY

1. Implement the plan to hold the 2009 Cary Community Candidate Forum;

2. Hold a Council candidate orientation session;

3. Ensure that all candidates and their operations in Cary have the information they need to follow the community’s sign rules;

4. Hold an orientation session for newly elected Town Council members and include a follow-up evaluation survey;

5. Carry local elections results live on Cary TV 11; and,

6. Support the Town Council with background information, talking points, and remarks for official government communications as requested.

MODERATE PRIORITY

1. Partner with the Cary Chamber of Commerce to produce the biennial Town Council election guide;

2. Develop and update biographies for Town Council and appointed officials; and,

3. Monitor statements made by and information from politicians for accuracy and provide fact checks as appropriate.

LOWER PRIORITY

1. Continue to raise public awareness on the Town’s legislative goals by developing fact sheets, Web pages, and articles.

APPENDIX

Town of Cary Organization Chart

* The Town Clerk and Treasurer, Town Manager, and Town Attorney are appointed by Town Council. The function of Treasurer is a responsibility assigned by Town Council to the Finance Director. The function of Treasurer is an appointment; however, the position of Finance Director is not.

Standard Procedure - Media Contacts

Town of Cary

Standard Procedure No. 105

STANDARD PROCEDURE

Effective: March 18, 2002

Supersedes: June 1, 1998

MEDIA CONTACTS

Prepared by: Susan Moran

Title: Public Information Officer

Approved by: William B. Coleman, Jr.

Town Manager

PURPOSE:

· To provide accurate information in a timely and professional manner;

· To present information in a manner that is consistent with Council’s policies & philosophies;

· To reduce the incidents of conflicting information being disseminated by the organization;

· To ensure that Council and staff are aware of any communications issues;

· To manage issues before they become problematic; and,

· To ensure consistent, comprehensive, and equitable distribution of Town information on a regional scale.

PROCEDURE:

General

· The Town Manager, Assistant Town Manager, and the Public Information Officer (PIO) are the only Town staff authorized to initiate contact or to direct others to initiate contact with the media.

· Town staff will complete basic media relations training from the PIO before responding to inquiries from the media.

· The Public Information Officer will be notified when a reporter or other member of the media is on Town property. Notification should fall to the staff member meeting with the media representative. However, any staff member who sees live trucks operating on Town property should always call the PIO.

· All persons involved in speaking to the media on a particular issue will actively coordinate with each other during the response period to ensure accuracy and consistency in message delivery.

· Staff will avoid offering personal opinion or answering any questions outside their immediate scope, even if as non-experts they believe they know the correct answer.

· Errors in reporting will be brought to the immediate attention of the PIO who will determine the appropriate steps necessary in correcting the errors.

· Staff will make every effort to have the PIO present at all person-to-person interviews in order to (1) evaluate the effectiveness of staff; (2) evaluate the interaction with media; (3) offer assistance to staff and media where necessary

· News conferences will be planned in advance and coordinated by the PIO.

Issue Assessment

· A distinction will be made between routine communications–for example: traffic reports, class/meeting schedules, weather advisories–and significant communications–issues that involve existing or potential threats to public safety/welfare/property or issues that may affect the Town’s image/citizen confidence in their government. Routine and significant communications issues may or may not involve the media.

· An assessment tool will be available to aid staff in determining the nature of an issue.

· The PIO will be notified of all media contacts, routine or significant.

· Staff will forward significant issues to the Manager, Assistant Manager, or PIO to manage.

· Routine issues may be handled by appropriate personnel within each division without prior contact with the PIO.

Materials Distribution

· The PIO will determine the standard format for printed materials distributed by the Town to the media, including but not limited to news releases, media advisories, public service announcements, and fact sheets.

· All news releases and media advisories will be approved by the Town Manager or Assistant Town Manager and issued by the PIO; public service announcements may be issued at the division level with a copy to the PIO without prior approval from the Manager.

· The PIO will maintain a comprehensive media fax list that will be utilized throughout Town government.

· All news releases, media advisories, and public service announcements will be distributed using the comprehensive media fax list, and confirmation sheets will be kept on all distributions.

· The PIO will be listed as a contact person on all releases, including public service announcements.

· Council and staff will be copied on all news releases.

· All news releases, media advisories, and public service announcements will be added to the Web site by the Manager’s Office as part of the distribution process.

· When media request materials for use in stories focusing on other local governments, Town staff will forward a copy of those requested materials to the appropriate person in that local government as a courtesy.

ISSUE ASSESSMENT FOR MEDIA CONTACTS

Answering YES to any of the following suggests that the communications issue may be significant, not routine:

1. Is the issue a threat, existing or potential, to life, health, or property? (Rex Explosion)

2. Could the issue likely be interpreted to negatively affect public confidence in or opinion of Town government or Town Council? (Shiny Diner)

3. Is the issue of particular interest to the general public? (Baby Haley)

4. Are there legal ramifications, existing or potential, raised by the issue? (Cardiff Apartments)

5. Has more than one member of the media contacted you regarding the same issue? (Parkway the Dog)

6. Has someone threatened to go to the media about the issue? (Trailers at Weatherstone School)

7. Is there unusual or inappropriate interest by a person or a small group of people about a seemingly routine issue? (Utilities Capacity)

8. Would you be worried if you woke up and found yourself quoted about the issue in the morning paper?

Standard Procedure - Public Information Materials

Town of Cary

Standard Procedure No. 106

STANDARD PROCEDURE

Effective: June 1, 1999

Supersedes: N/A

PUBLIC INFORMATION MATERIALS

Prepared by: Ben Shivar

Title: Assistant Town Manager

Prepared by: Susan Moran

Title: Public Information Office

Approved by: William B. Coleman, Jr.

Town Manager

PURPOSE:

· To present public information materials in a manner consistent with Council’s policies and philosophies;

· To ensure that the creation and use of public information materials are consistent with and supportive of the Town’s Mission Statement, Statement of Values, and long-range communications goals as well as the operations of Town departments;

· To ensure consistency and uniformity in the creation and use of public information materials;

· To ensure that reasonable standards of quality are met in the creation and use of public information materials; and,

· To maximize economy and efficiency in the creation and use of public information materials;

DEFINITIONS:

Public Information Materials include all of the following:

· Promotional Items: supplemental items created or modified to carry a message about or advertise any aspect of Town Government to internal or external publics. Such items include but are not limited to pins, pens, pencils, magnets, key chains, paperweights, flags, banners, cups, hats, shirts, visors, bumper stickers.

· Collateral Pieces: text-based, supplemental items created or modified to carry a message about or advertise any aspect of Town Government to internal or external publics. Such items include but are not limited to flyers, brochures, pamphlets, booklets, newsletters, postcards, letterhead, business cards, holiday cards.

· Promotional Messages: any slogans, tag lines, or other short summary statements referring to any aspect of Town Government and used on internal or external promotional items or collateral pieces or in advertising.

PROCEDURE:

· Initial proposals for public information materials shall be directed to the Public Information Officer (PIO) and shall address or include the following:

1. A brief description of the proposed item

2. Purpose or objective(s) of the proposed item

3. Intended audience(s) for the item

4. Intended method of distribution

5. A brief explanation of how the proposed item supports or advances program goals

· The PIO shall be involved in the design and distribution of all public information materials.

· No Town funds shall be budgeted or used for public information materials without prior approval of the Town Manager or Assistant Town Manager.

· No outside funds or sponsorships for public information materials shall be solicited or utilized without prior approval of the Town Manager or Assistant Town Manager.

TOWN OF CARY MEDIA DISTRIBUTION LIST (06/27/06)

NAME

ADDRESS

PHONE

FAX

E-MAIL

Apex Herald

PO Box 1539, Apex, NC 27502

362-8356

362-1369

[email-masked]

Associated Press

4020 Westchase Blvd., Raleigh, NC 27607

833-8687

834-1078

[email-masked]

Carolina Woman

PO Box 52687, Durham, NC 27717

852-5900

852-5910

Cary News

212 E. Chatham Street, PO Box 4949, Cary, NC 27519

460-2600

460-6034

[email-masked]

Cary Online Publishing Services

2500 Regency Parkway, Cary, NC 27511

654-6740

654-6726

Chapel Hill News

P.O. Box 870, 505 W. Franklin Street, Chapel Hill, NC

(919) 932-2007

(919) 932-2017

[email-masked]

Chatham News & Record

PO Box 290, Siler City, NC 27344

(919) 663-3232

(919) 663-4042

[email-masked]

Daily Tar Heel

P.O. Box 3257

Chapel Hill, NC 27515

(919) 962-4103

[email-masked]

Durham Herald-Sun (1)

PO Box 2092, Durham, NC 27702

419-6500

419-6889/6837

[email-masked]

Independent Weekly

112 E. Hargett Street, Raleigh, NC 27601

832-8774

286-4274

[email-masked]

LaConexion

722 N. West Street, Raleigh, NC 27603

832-1225

856-0164

[email-masked]

News & Observer (Raleigh)

215 S. McDowell Street, Raleigh, NC 27602

836-5600

829-4529

[email-masked]

National League of Cities

PO Box 491, Annapolis Jct., MD 20701

(301) 206-9789

(202) 626-3043

NC League of Municipalities

PO Box 3069, Raleigh, NC 27602

733-9519

733-9519

NC News Network

711 Hillsborough Street, Raleigh, NC 27603

890-6030

890-6192

[email-masked]

News 14 Carolina

2505 Atlantic Avenue, Suite 102, Raleigh, NC 27604

882-4040

882-4045

[email-masked]

Que Pasa

150 Fayetteville St. Mall

645-1680

645-1699

[email-masked]

The Carolinian

649 Maywood Avenue, Raleigh, NC 27603

834-5558

832-3243

[email-masked]

The Triangle Tribune

119 Market Street, Durham, NC 27701

688-9408

688-2760

[email-masked]

Triangle Business Journal

1305 Navaho Drive, Suite 401, Raleigh, NC 27609

878-0010

790-6885

[email-masked]

Triangle Reading Service for the Blind

211-103 Six Forks Road, Raleigh, NC 27609-7743

832-5138

832-5194

[email-masked]

Wake Living Magazine

[email-masked]

WNCN (NBC)

1205 Front Street, Raleigh, NC 27609

836-1717

836-1687

[email-masked]

WRALTV (CBS)

2619 Western Blvd., Raleigh, NC 27606

821-8555

821-8541

[email-masked]

WRAZ (FOX) (Channel 50)

P.O. Box 30050

Durham, NC 2770

595-5050

821-8541

[email-masked]

WTVD (ABC) Durham

PO Box 2009, Durham, N. C. 27701

899-3601

687-4373

[email-masked]

WTVD (ABC) Raleigh Newsroom

16 W. Martin Street, Raleigh, NC 27602

834-0550

[email-masked]

WUNCTV

PO Box 14900, RTP, NC 27709-4900

549-7000

549-7201

[email-masked]

WQOK, WNNL, WFXC, K97.5, FOXY107/104,
The Light 103.9, Clear Channel Broadcasting

8001-101 Creedmoor Rd., Raleigh, NC 27613

954-1043

844-3947

[email-masked]

WAUG 750

1315 Oakwood Ave., Raleigh, NC 27610

516-4750

516-4425

[email-masked]

WKIX-FM

5706 New Chapel Hill Rd., Raleigh, NC 27607

851-2711

859-6163

[email-masked]

WPTF-AM

3012 Highwoods Blvd., Raleigh, NC 27604

876-0674

876-5291

[email-masked]

WQDR

3012 Highwoods Blvd., Raleigh, NC 27604

878-1724

790-8893

[email-masked]

WQOK

8601 Six Forks Rd., Raleigh, NC 27615

844-3947

848-4724

[email-masked]

WRBZ

5000 Falls of Neuse Rd., Raleigh, NC 27609

875-9100

875-9080

[email-masked]

WRSN Sunny 93.9 Radio

3100 Smoke Tree Court, Suite 700, Raleigh, NC 27604

850-0349

876-8578

[email-masked]

WSHA88.9

118 E. South St., Raleigh, NC 27601

546-8430

546-8315

[email-masked]

WTRG Radio

3100 Smoke Tree Court, Raleigh, NC 27604

850-0349

876-8578

WUNC-FM Radio

Campus Box 0915, Swain Hall @ UNC, Chapel Hill, NC 27599

966-5454

966-5955

[email-masked]

WZZU-FM

8601 Six Forks Rd., Raleigh, NC 27615

844-3947

790-8893

[email-masked]

CURRENT TOWN OF CARY INFORMATION VEHICLES

Banners, Booklets, & Brochures
Block Leaders
Blogs
BUD Newsletter
Cary TV 11
Cary Connections Weekly Display Ad in The Cary News
C-NET employee Web site
Direct Mail
Door Hangers & Yard Flags
Dynamic Message Signs
Electronic Mailing List Service
E-mail
Fax
Flyers, Posters
Newsletters
Promotional Items–magnets, bumper stickers, pens, mugs
Regional Media
Speakers Bureau Program
Special Events
Town Employees
Town Council
Twitter
Utility Bill Envelope Messages
Utility Bill Messages
Voicemail
Web site

INFORMATION GROUPS

Businesses
Cary Chamber Members
Churches
Civic Organizations
Employees
Homeowners Associations
Media
Other Governments
Political Candidates
Professional Associations
Schools

Town of Cary Guidelines on Social Media
(Including personal Web sites, wikis, blogs and online communities)

At the Town of Cary, we neither encourage nor discourage your personal participation (off duty and using personal/non-Town equipment) in social media. Our goal in offering these guidelines is to provide you with best practices so that, if you choose to participate, you can do so appropriately and effectively. We also think it’s important for you to know the Town’s expectations for virtual communications that involve Town activities, issues, staff, and volunteers.

1. While blogs, wikis and other forms of online discourse are individual interactions, please remember that to our citizens, you are always a representative of the Town of Cary.

2. Respect your audience and welcome feedback about your posts. Don't use ethnic slurs, personal insults, obscenity, etc., and show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory. If your posting reflects negatively on the Town (the organization as a whole or co-workers individually) – by being lewd, illegal or offensive – it can become a personnel issue. Keep in mind that the Town’s Personnel Ordinance stipulates that personal detrimental conduct – on or off duty -- can be grounds for discipline or dismissal.

3. Know the legal risks of participating in social media. You can be held personally legally and financially responsible for the things you say and do, including defaming a person or entity with your posts; don’t use other people’s writings or images without their permission; respect copyright, fair use and financial disclosure laws.

4. Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.

5. Try to add value. Provide worthwhile information and perspective.

6. Protect your privacy and your reputation. Be mindful that what you post will be public for a long time, even if you think you’ve successfully removed the posting from the Internet.

7. When posting about online references and original source materials, link to them directly. Remember: there is only one official Web site for the Town. Direct people to the Town’s Web site for information about Town services, projects, programs, etc.

8. To help ensure that no one mistakes your personal postings with official Town communications, please refrain from posting videos, photographs, or other images of yourself in/with/alongside Town of Cary property including but not limited to vehicles, uniforms/clothing, offices, etc.

9. Your participation in social media during breaks at work or from work devices should be extremely limited and in accordance with these guidelines, the Town’s Technology Appropriate Use Policy, and the Town’s Standard Procedure (105) on media contacts.

10. If your personal participation in social media starts to involve the Town, let your supervisor and the Public Information Office know.

11. If you believe your work should involve social media or you want to respond to a post, talk to your supervisor and the Public Information Office before doing so.

12. Remember: true and complete anonymity on the Internet does not exist. So, when personally blogging about the Town of Cary or any issue involving the Town of Cary, you have a responsibility to identify yourself - name and, when relevant, role at TOC. Write in the first person, and include a disclaimer that makes it clear that your postings are your own and don't necessarily represent TOC's positions, strategies or opinions.

Questions? Contact the Public Information Officer.

Cary Town Hall, 316 N. Academy St., Cary, NC 27513 (919) 469-4000.
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