CORPORATE COMMUNICATIONS

Paul Thomson, Director, Corporate Communications

A presentation to the new Moncton City Council

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To make our city, organization, and all our bosses, look as good as we possibly can

To increase awareness of City programs, services, attributes and differentiators in order to further the City’s goals and objectives

We do this by delivering, integrated, targeted communications to key stakeholders

Corporate Communications:

Our goal

Corporate Communications

Identify major communications issues/opportunities to be tackled in order for the City to realize its goals as stated in its mission, vision and strategic priorities

(i.e. take every opportunity to reinforce our key priorities)

Media Relations

Issues Management

Internal (Employee) Communications

Crisis Communications (planning)

Translation

Collateral Development (brochures, ads, signs, Resurgo etc.,)

moncton.ca

Manage the corporate brand

Communications Plans (for specific initiatives)

Strategic Advisors

Presentations

Handle complaints, communicate with our stakeholders

Event coordination and management

Corporate Communications:

What do we do?

Key message development and communication

Remarks (let’s talk about this)

Translation

Strategic Advisors

Corporate Communications:

What do we do for you?

E-mail prioritization code

Media portal www.moncton.ca/media portal

Council-only web page

Corporate Communications:

What do we have for you?

Corporate Communications communicates council directives and decisions

Proactive—we try to identify issues before they become ISSUES

Reactive—is the reality. Process/toolkit in place.

Sometimes it’s messy. That’s democracy.

Two-way communication: listen as well as disseminate messages

Corporate Communications:

Issues Management

Two-way communication: listen as well as disseminate messages

Identify ways to listen to key audiences as well as developing messages for them (consultative process)

Identify ways to establish, maintain, and develop good relationships with those publics

Find the WIIFM – benefit based communication

Develop an effective public consultation process--enhance number of meaningful opportunities available for public input, participation and influence in decision-making process on major directions taken by the City

Corporate Communications:

Two-way communication

Always start from the inside out

Goal: To ensure that employees never find out major organizational news from media

Improve employee engagement and alignment

Drive clear and consistent messaging through all communications

Communicate mission, vision and values

Strengthen and reinforce brand

Organizations deliver their brand through their people

Corporate Communications:

Employee Communications

Media Relations: Key Messages

What makes news?

Change

Controversy

Human interest

Key Messages

Wall Street Journal

Key Messages

Globe and Mail

Key Messages

MONCTON’S WATER IS CONSISTENTLY ABOVEGuidelines for CanadianDrinking Water Quality

Telegraph-Journal

Key Messages

Times and Transcript

Key Messages

Only 3-4 key messages Use anecdotes, paint a picture, tell a story The more you say the less people remember Repeat them—often Bridge

Key Messages

Identify key audiences (really drill down) This can drive your strategy and tactics

What do you want to see re: coverage The better your understanding of what matters most, the less you have to worry about the details Henry Kissinger/Bill Clinton: who has questions FOR MY ANSWERS Substance first then sizzle

Key Messages

Understanding the media

Crazy pressure-driven environment filled with distractions and deadlines Make an effort to understand them and everything it takes to get a story out

Deadlines for electronic and print Media relations is an art not a science Lots of junior people here

Thank you