In a recent meeting of the Minneapolis Budget Committee, city officials discussed a significant shift in the city’s communication strategy aimed at enhancing digital engagement and transparency. The meeting, held on September 18, 2025, highlighted the need for a more centralized approach to communication, particularly through digital channels, as the city prepares for a strategic framework set to launch in 2026.

The discussion, led by Chair Chugtai and Council Member Cashman, emphasized the importance of adapting to the evolving landscape of digital communication. Officials acknowledged that residents increasingly engage with city matters through social media, and the current communication model has not effectively tapped into this dynamic. The proposed strategy aims to prioritize digital-first communication, moving away from traditional media relations to a model that emphasizes direct engagement with the community.

Key to this strategy is the intention to centralize communication efforts rather than allowing individual departments to manage their own social media channels. This approach is expected to streamline messaging and foster a unified city voice, which officials believe will enhance trust and transparency with residents. The plan includes hiring additional personnel to focus on creating compelling content that resonates with the community, thereby improving overall engagement.

Council Member Cashman raised concerns about the lack of dedicated communication staff for council offices, which has hindered their ability to effectively share legislative achievements. The response from city officials indicated a commitment to improving collaboration between the communications department and council offices, with plans to fill a new communications position within the legislative department to facilitate this effort.

The meeting also touched on the importance of accuracy in communications, particularly in light of past discrepancies that have led to public mistrust. Officials acknowledged the need for rigorous fact-checking processes to ensure that information disseminated by the city is reliable and transparent.

As the city moves forward with these initiatives, the Budget Committee's discussions signal a pivotal moment for Minneapolis in enhancing its communication strategy. The anticipated changes aim not only to improve how the city interacts with its residents but also to foster a sense of pride and engagement within the community. The next steps will involve implementing the proposed changes in the upcoming budget cycle, with a focus on building a more cohesive and responsive communication framework.