Adam Fetcher, the city's chief communications officer, told the Budget Committee on Sept. 18 that the mayor's recommended 2026 budget supports a unification of communications staff from several departments into a single central communications function and that the proposal's budget increase is driven by personnel transfers rather than new net spending.

"Our mission is to build a modern communications function capable of meeting the needs of community while building a sense of trust, goodwill, and relevance with our audience," Fetcher said. He described a recent reorganization that has brought communicators from the Office of Community Safety, Community Planning & Economic Development (CPED), Regulatory Services and Health into a single reporting structure; those positions remain budgeted in their original departments for 2025 and would formally move into the central communications budget if the 2026 budget is approved.

Why it matters: Committee members and the new communications chief said the city's prior communications work had become fragmented, with duplicative spending outside the central department and uneven digital capacity. The centralization aims to create a single strategy, reduce duplication, and shift toward "digital-first" outreach and audience-centered messaging.

Performance and recent work: Fetcher highlighted performance gains and recent emergency communications: the department reported a 225% increase in organic social media impressions year-over-year, secured 188 proactively pitched media stories, and logged 107 hours of cultural media programming across five partner outlets. Fetcher also credited the communications team for rapid, coordinated public information following the Annunciation Church and School shooting and for a comprehensive effort supporting Minneapolis Police Department recruitment.

Budget specifics and risks: The recommended communications budget shows a roughly 47% increase driven entirely by personnel transfers from other departments (budget-neutral citywide). Nonpersonnel discretionary spending is largely flat. The mayor's proposal includes modest ongoing reductions: $12,500 from cultural media programming and $12,500 from Public Access TV; Fetcher said the cultural media reduction reflects realized 2025 spending and staff capacity to place opportunistic media.

Fetcher identified capability gaps the department would like to fill as it modernizes: social media listening tools, expanded digital content capacity, and more research and insights to guide audience-centric messaging. He emphasized that the 2026 budget is an enabling step and that additional organizational changes are expected once a citywide communications strategy is complete.

Discussion vs. direction vs. decision: Council members asked about the timing of transfers, how centralization would affect council offices and the legislative department, and accuracy/fact-checking of city communications. Fetcher said he would take responsibility for accuracy going forward and that the clerk's office will add a communications position that will coordinate with the central team. The chair directed the clerk to file the communications presentation.