The Communications Committee of the City of Brentwood voted to accept a strategic communications plan prepared by Raftelis and to forward the document to the Board of Aldermen for consideration.
Michelle, communications manager for the City of Brentwood, told the committee the plan will serve as a “toolbox” to guide departmental priorities and daily work rather than a rigid checklist to be followed exactly. "I will be utilizing it as a tool to build our communication strategy," she said.
The nut graf: the plan provides a long-form set of recommendations and an audit intended to guide the communications manager and the committee on priorities, reporting and possible paid-media strategy. Committee members said they want to review and, where needed, re-order or prioritize specific recommendations before the full board reviews the document.
Committee discussion focused on using the plan to set budgets and measure outcomes. Members asked that future analytics include paid media and earned media breakdowns in addition to social metrics. The committee chair and staff said those reports can be added to future packet materials.
During the meeting a motion to accept the plan and forward it to the Board of Aldermen, including any committee comments, was made and seconded. In a roll-call vote, the committee recorded five yes votes and no no votes; the motion carried. The minutes record the yes votes as Chairman Gould; Gary Wege; Lois Truman; Craig Pennington; and Rod Wright.
The committee asked staff to collect members’ prioritized edits so they may be included in the transmittal to the board. Michelle said staff will assemble the committee feedback and include it in her report to the Board of Aldermen.
Looking ahead, members said the plan should be treated as a living document, revisited periodically and used to inform the communications budget during the next budget cycle.