United States Public Administration: Communicate and interact productively with a diverse and changing workforce and citizenry

Question # 5. Competency: to communicate and interact productively with a diverse and changing workforce and citizenry

As a California County (Riverside County), Your County is leading an intergovernmental Regional Water Policy. Your region contains both urban and rural areas, including agricultural. It also includes several sovereign native Indian reservations. 

- As a public administrator, You need to propose a communication plan to inform, educate and raise support for the policy throughout the region. How will you go about this task? You have a six-member team to assist you. 

Present your work plan.

Intro

How will you go about this task?

Demographic Analysis

Stakeholder Analysis

Assemble team

Communication Work Plan

Demographic Analysis: Urban, Rural, Agricultural & Indian Reservation (R.U.A.I)

AREA	USAGE	POLITICAL TENSION
Rural Open swath of land, small towns, and farming.	-Household -Farming -Irrigation	-Right to water -Accessibility -Political representation -Prevent development
Urban High density population, suburbs, cities, business, and development.	-Household -Business Community -Recreation Use	-Right to water -Accessibility -User Fees -Sustainability -Equity -Conservation
Agriculture Commercial farming for agricultural export, and livestock.	-Household -Farming -Irrigation	-Right to water -Accessibility -R.O.I -High water usage
Indian Reservations Federally designated sovereign land, and tribal leadership.	-Household -Farming -Irrigation -Sacred Lands -Profit	-Right to water -Accessibility -Political representation -Sovereign lands -Sustainability

Stakeholders Analysis:

· INDIAN STAKEHOLDERS: External - Indian Reservations / Intergovernmental Relations - US Bureau of Indian Affairs

Indian Reservations: Fluff

· A legal designation area or land managed by federally recognized native america tribe, under the US Bureau of Indian Affairs.

· Cali Native Americans tribal govts and tribal communities have sovereign authority over their members & territory & a unique relationship with Cali’s resources. Whether federally recognized or not they have distinct cultural, spiritual, environmental, economic, and public health interests and valuable traditional cultural knowledge about Cali resources.

· Understanding and respecting tribal water rights.

· The inclusion of tribes and tribal communities throughout the decision making process promotes positive, achievable, and durable outcomes. We will work with tribal govt and communities to identify areas of mutual concern, develop partnerships, and consensus in water mgmt.

Communication Plan to inform, educate and raise support:

· I am the Representative for the SB County Board of Supervisors

How will you go about this task? ** Do not forget to include key relationships with all areas during communication plan!

C.C.D.L.V.P - 6 Team Members

1. Community & Government Relations (C.G.R)

2. Community Outreach Coordinator

3. Digital Media Marketing

4. Logistics

5. Video/Photographer

6. Public Relations

What They Do:

1. Community & Government Relations

· Manage the relationship with all stakeholders

2. Community Outreach Coordinator

· Host town hall meetings & collect and report feedback

3. Digital Media Marketing

· Plan and implement strategic social media plan

4. Logistics

· Plan venues & transportation to town hall meetings

5. Video/Photographer

· Create content

6. Public Relations

· Traditional Media (Press Releases)

What do they take into account: NEEDS

Rural & Agricultural	Urban	Indian Reservations
Farm culture	Good relationships with urban leaders.	Working w/ tribal leaders to maintain trust and buyin.
Need to understand the cultural diff. & to	be able to communicate face	to face w/ reps from each demographic.
Digital media not as effective	Fast pace social media	Respect of cultural differences & don’t be exploitative.
Arranging transportation if needed	Convenient time & location	Should take place w/in the community & be coordinated with tribal leaders.
Diversity and representation	For all	demographics
Printed and mailed can be more effective	Printed & mailed can be less effective	Info may be better conveyed through tribal leader. Respectful of cultural differences and not come across exploitative.

The following steps will be used to inform, educate and raise support for the policy throughout the region.

**6 steps to create an effective communication plan:

1 . Perform a situation analysis - gather & analyze all relevant info & conduct your own communications audit by doing the following: brainstorm w/ comm staff, conduct surveys and focus groups, talk to other depts in your company

2. Define your objective - After you collect & evaluate all information, define your overall communication objectives.

® What are the results you want to achieve?

® What do you want to accomplish by implementing this communication plan?

® The results should be SMART goals:

· Specific,

· Measurable,

· Achievable,

· Realistic

· Time focused

3. Define your key audiences - need to know who m you are delivering your messages.

4. Identify media channels

5. Establish a timetable/timeline

6. Evaluate the results - important to measure your results to better understand whether you achieved your objectives.

® If you are not satisfied make necessary adjustments to perform better next time.

® Evaluation might take the form of annual reports, monthly reports, progress reports, and reports from other depts.

Communication Work Plan:

Community & Governmental Relations

· Act as main relationship manager between county representatives and key stakeholders. Serve as the stakeholder’s voice in the communication and implementation process. Work with intergovernmental partners to research existing precedent to ensure compliance. Carefully resolve any issues voiced by stakeholders.

The Community & Government Relations coordinator will take into account the different needs of the four key demographics, for example:

· Rural & Agricultural: Address unique

· Urban: CGR should establish good working relationships with urban leaders.

· Indian Reservations: work closely with tribal leadership to maintain their trust and buy-in.

· The CGR should communicate the concerns, needs and interests of the community and intergovernmental partners to the rest of the team to be incorporated into the communication plan.

· Key Relationships: All stakeholders, internal, external, and intergovernmental. All local legislative representatives. NOTE: This person is the key liaison to all stakeholders.

Community Outreach Coordinator (COC)

· Host town halls - track community response & concerns, pass on to team to address. Lead volunteers to assist in door-to-door information campaigns.

· The Community Outreach Coordinator will take into account the different needs of the four key demographics, for example:

· The COC will need to navigate effectively in all four communities while communicating face to face with residents. Therefore, they need to understand the cultural differences in each. For example, while agricultural or rural areas may be more concerned with their rates going up, urban areas may be worried about sustainability.

· Key relationships: citizenry, volunteers, interest groups, demographic leaders.

Digital Media Marketing

· Plan and implement a strategic social media plan, incorporating key talking points and interests of the stakeholders. Respond to concerns or questions.

The Digital Media Marketing Coordinator will take into account the different needs of the four key demographics, for example:

· Rural/Agricultural: Digital marketing may be less effective in these areas. The DMM should research key communication tools in this community, and possibly incorporate online groups or community forums.

· Urban: An urban area may include fast-paced young professionals and social media strategies should be tailored to catch their shorter attention spans.

· Indian Reservations: Digital marketing to this community should be respectful of possible cultural differences and take care to not come across as exploitative.

· Key Relationships : Media partners, citizenry (followers).

Logistics:

· Logistical planning of venues, transportation and equipment for town hall or other in-person gatherings.

· The logistics coordinator will take into account the different needs of the four key demographics, for example:

· Rural & Agricultural: centralized town hall events may not be as accessible for distant rural areas, arranging transportation may be necessary so they can attend.

· Urban: town halls should be in a centralized location near public transportation and ample parking. In-person events should also take into account 8-5 work schedules.

· Indian Reservations: In-person townhalls should be coordinated closely with tribal leadership and should take place in that community.

· Key Relationships : Regional Community Centers and tribal meeting spaces. Local logistic coordinators. Transportation departments and businesses.

Videographer/Photographer

· Create engaging video and still content that incorporates key talking points and the interests of the stakeholders.

The Videographer/photographer will take into account the different needs of the four key demographics, for example:

· Taking into account carefully crafted campaign branding to appeal to each different demographic. This can include diversity in locations, representation of intended audience and incorporation of each community’s unique interests.

· Key Relationships: Media partners, video/interview subjects, citizenry

PR- Public Relations

· Manage traditional media channels (Press releases, press conferences, public statements, print media and interviews). Work with CGR & County Leadership to establish talking points that incorporate concerns of key demographics. Create

· The Public Relations Coordinator will take into account the different needs of the four key demographics, for example:

· Rural/Agricultural: These demographics may prefer a printed and mailed informational brochure over digital communications. They also may be more likely to consume local news media stories.

· Urban: Urban areas would likely rather not receive mailed materials and may not have access to news media on a regular basis.

· Indian Reservations: Information to tribal communities may be better accomplished through tribal leadership sharing information at community meetings. PR Coordinator also has to take care to use inclusive and mindful language.

· Key Relationships : Media partners, journalists, citizenry (trust), county leaders

Conclusion:

Discussion of diverse workforce & citizenry:

· Generational: traditional communications & digital marketing strategies

· Demographical: the unique interests, concerns and needs that arise with a large and diverse county

· Remember: More than just the technical aspects of communications, this plan is about having the opportunity to build and maintain relationships with stakeholders. This requires all team members to build rapport and credibility with their key relationships through ethical action, transparency, and personal integrity.