THE SECOND COMMUNICATIONS COMMITTEE REPORT OF
THE CORPORATION OF THE TOWN OF
IN THE YEAR 2004
MINUTES
Civic Centre
Attendance
|
Deputy Mayor F. Scarpitti Regional Councillor J. Jones Regional Councillor B. O'Donnell Councillor J. Webster Councillor A. Chiu |
J. Livey,
Chief Administrative Officer M.
Rebane, Manager, Corporate Communications J. Kee,
Committee Clerk |
|
|
|
The
Communications Committee meeting convened at the hour of
1. MINUTES OF
COMMUNICATIONS
COMMITTEE
Moved by Councillor A. Chiu
Seconded by Regional Councillor J. Jones
That the
"That staff be authorized to hire a full-time contract person, for one-year, in a senior
management role for the Corporate Communications Department."
CARRIED
2. REVIEW AND CONSIDERATION OF
RECOMMENDATIONS
OF CONSULTANT - M. MCCONKEY, MCC WORKPLACE
Mr. Mark McConkey, MCC Workplace, was in attendance, and spoke to each of the Report's eighteen (18) recommendations.
Moved by Councillor J. Webster
Seconded by Regional Councillor B. O'Donnell
That the eighteen (18) recommendations in the Review of Corporate Communications, Organization and Operations Report from MCC Workplace Solutions, be referred to staff for implementation, save and except Recommendation #4, which will be dealt with in a subsequent report by the Chief Administrative Officer.
CARRIED
The Chair thanked Mr. McConkey, Consultant for attending the meeting this date. Mr. McConkey advised that he will provide information to the CAO with respect to the new senior management position description.
3. CITY OF
FOR MEDIA RELATIONS FOR CITY STAFF -
MARCH, 2004
Members
received copies of the document entitled "Corporate Policies and Protocols
for Media Relations for City Staff" from the City of
4. TOWN BRANDING, SIGNAGE,
Members
expressed some concern regarding the production of some Town signage, which
varies from the current standardized format of the
5. PUBLICATION OF COUNCIL RESOLUTIONS
It was agreed that a policy or procedure should be
established with respect to the printing of Council resolutions in the local
newspapers.
ADJOURNMENT
The Communications Committee meeting adjourned
at the hour of
**ADDITIONAL INFORMATION, NOT PLACED IN FORMAL MINUTES:
Members briefly discussed each recommendation and offered suggestions for staff consideration, as follows:
#1. Rewrite the manager's job description creating a senior management position. Recruit
suitable candidates on a one-year contract basis.
-
approved by Council on
- job description to be prepared with assistance of Consultant
- Members of Committee will be canvasses for availability to interview candidates
#2 Develop standards and procedures that describe how clients can work more effectively with
Corporate Communications.
- for internal clients
- new person would have input in development of the process
#3 The Corporate Communications 2004 Business Plan should follow a more rigorous
methodology and be aligned with the Town
- a further review is presently underway
#4 Corporate Communications should not be located in a line commission but should reside
permanently in the Strategy, Innovation and Partnership Commission.
- matter deferred
#5 Increase staffing in the interim to alleviate the workload of the department.
- under discussion within 2004 Budget process
- capacity problem; department is overworked
- suggestion to hire 1-2 co-op students in interim for administrative duties
- new senior manager to review job roles
#6 To better control its work, the department should adopt an "agency service model". This
ensures that all projects (planned and unplanned) are funneled through the senior
management position, acting as a project coordinator, who will decide how to handle the
work.
- to be done after contract senior manager is in place
#7 Each project should be assigned a project code, and all pertinent information kept on
file using a communications plan template.
- tracking process is now in place; times lines are being kept
- process also to be used as key performance indicators
#8 Implement the revised work processes to improve the efficiency and effectiveness of the
agency service model.
- work processes have been redesigned, and a communications plan template is being
used by staff
#9 Phase-in the agency services model, once the senior management position has been filled.
- Town may want to consider having a person dedicated on staff to deal with this
aspect; it may not change FTE's
- projects from all Town departments would be filtered through Corporate
Communications to the chosen vendor/vendors
- this would result in better prices; consistent logo usage, format, etc. on all Town
materials
- it would encourage all Town departments to pre-plan needs; use in-house resources,
if possible, or use one or two vendors approved for use by Town
- requires learning curve by Town staff in the long term
- discussion followed regarding each department being responsible for editing their
own "copy"
- it was agreed that communication is very important amongst staff
#10 Augment the Intranet and employee newsletter with more face-to-face communications
from management. Corporate communications should work to grow the communications
capacity throughout the Corporation by exploring ways to help managers and others
become better communicators. The department should also consider building a
communications network, with several subject matter experts in each department.
- importance of this recommendation was discussed
#11 Corporate Communications should develop the Markham brand in order to enhance its
ability to support the key messages of the Town. Once the brand is developed, the
Department should create standards concerning the use of logo, images, boilerplate
descriptors and signage.
- work is underway on this; standardization of business cards, envelopes, brochures,
signage
- concern expressed that some Town signage is hard to read; many variations of
signage have been produced
#12 The Department will need to address the issue of providing communications in languages
other than English to ensure all residents have equal access to Town communications.
- use of translation service for brochures, etc., i.e. Waste, Fire; public education -
done by internal staff to date
- "slug" used currently - a line of type indicating that translated material is available
on request
- staff will explore translations services, and software available
#13 Develop a media relations strategy that increases the receptiveness and responsiveness
of the major media outlets in the GTA.
- "good" news must get out to media; continue to develop relationship with
media; be more pro-active and have a strategy
- Corporate Communications Department should be aware of everything that is
going on within the Town - prepare a "schedule of events"
#14 Develop policies, protocols and standards for dealing with the media.
- coaching of staff to assist them in handling calls with the media
- two courses currently available through 2004 Employee Development Calendar
entitled "Media Skills for Non-Spokesperson" and "Media Spokesperson
Basics"
#15 Ensure that media tracking is performed regularly and promptly.
- "yellow media pad" currently used by staff to track issues; use of a "Wang"
product, other electronic notepad, or outside tracking service for sorting
and tracking of media articles about the Town will be investigated by
CAO/staff
#16 Identify several media spokespersons in each commission and provide media relations
briefings, training, coaching and support.
- there should be "key" contacts in the Town, possibly by subject; there should
be a particular level of response
#17 The responsibilities for managing the Town Website and Intranet should be divided a
follows:
- Corporate Communications is responsible for developing and enforcing content
standards and, providing advice and approval of content, layout and graphic design;
- IT should be responsible for systems performance, linkages, usage statistics and
providing technology solutions for n managing content;
- Commissions should be responsible for developing content and ensuring information
is refreshed regularly.
- content management software is available regarding updating of information
#18 Corporate Communications and Information Technology should form a project team that
is mandated to clearly define roles and responsibilities, explore and implement ways
technology can expedite content management.
- both departments should meet, discuss and agree on this; recommend that IT
be responsible for training staff