2040 Comprehensive Plan: Envision Shakopee

ISSUES » » Wide range of public communication preferences » » Evolving communications tools and methods » » Delivering consistent messaging across the organization » » Limited resources OPPORTUNITIES » » Increased use of digital communication tools, such as the City’s website, social media and video » » Continued use of the City’s brand and writing style guidelines to ensure consistent messaging » » Build upon the City’s network of community liaisons » » Development of a citywide strategic communications plan

EXTERNAL COMMUNICATION The City of Shakopee strives to communicate in ways that are transparent, responsive, accessible and proactive. We want our external audience to: » » Trust us and perceive the city as honest, truthful and open » » Understand the value of city services » » Know where they can find information and how to accomplish tasks » » Feel comfortable interacting with the city To do these things, the city must provide consistent and responsive external communications that tell the organization's story; communicate issues, concerns and needs early; respond to public appropriately and timely; and ensure information and tasks are easy and accessible for all community members. Changing demographics, however, and rapidly evolving technology are altering how the city communicates with the public. This shift poses challenges for the city as it must deliver consistent information through multiple channels to a variety of audiences. There is no one- fits-all solution to communicating essential information. The city must balance its limited resources with the need to communicate to all audiences where they are. » » Engaging, accessible and easy-to-use website and digital communication tools » » Continued brand development » » Network of community liaisons, particularly in diverse and hard-to-reach populations Opportunities to improve external communication:

» » Consistent messaging » » Communications Plan

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