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Communications approaches and visuals. In this type of structure, agreed-to strategies and
policies alleviate some of the burden on a central management figure to ensure the City is
being consistent with its branding and messaging. With longer-term plans and guidelines, the
City can build out a more consistent experience when it comes to external communications
with the community.
6. Develop Media Engagement Strategy, Policies and Procedures
The changing media landscape means that, more and more, organizations must rely on direct
communication with the public. However, traditional media is still an important component of
the current Communications landscape, and Morgan Hill has several local outlets that can be
leveraged. Reporters provide different perspectives and viewpoints that engaged residents will
consider separately from City materials. Providing staff with guidance on media relations will
help ensure information is shared in the City and clarify the role(s) staff members and Council
members should take in handling communications for the City.
7. Deepen Direct Electronic Communications with Residents
Direct electronic communication is a timely, cost-effective way to reach a large audience
instantaneously. Examples include email campaigns, text alert systems, and broadcast media.
More and more, the public is accustomed to receiving information electronically. While the
City has done a great job in developing its email platform (Constant Contact), Tripepi Smith
recommends the City deepen its use of direct electronic communications as a core part of
resident outreach and suggests methods to achieve this.
8. Communications Metrics: Measure What Matters
Outside of the Recreation division, Morgan Hill staff does not regularly report on available
metrics for a number of the City’s Communications platforms. For example, City management
and City Council rarely hear about data on website activity, social media successes, or the
impact of physical collateral/mailers. Collecting and reviewing these metrics is important, but
so too is converting the data into actionable steps for management.
9. Empower Staff and Council as Information Ambassadors
The City places a strong emphasis on customer service and individual attention. This requires
effective one-on-one engagements by City staff with residents to answer their questions in a
timely and professional manner. This is also an opportunity for the City to leverage a strength
of customer service to turn each staff person, particularly those on the front lines of engaging
with the public or who are in the field working, into ambassadors for the City’s efforts and
communication platforms.
10. Continue to Grow & Celebrate Transparency Efforts
Transparency is a concern for local governments as a tech-savvy and concerned public makes
greater demands for “open data” regarding government business. Morgan Hill’s transparency
efforts help reaffirm trust while clearly communicating the status of the City's finances so that
residents can fully understand the financial demands and challenges the City faces. While
Morgan Hill employs several best practices, these practices could be more prominent on the
website and celebrated within its communications.