City administrator proposes communications coordinator and finish of strategic plan; council divided over cost and scope

Sheridan — City Administrator Stuart McCray asked the City Council during the Jan. 27 study session to consider creating a strategic planning and communications coordinator position to centralize public engagement, complete an unfinished strategic plan and reduce reactive communications.

McCray said staff currently communicates through newspapers, social media, utility mailings and periodic community updates, but that those efforts are often activity‑driven rather than coordinated to a central strategy. He noted low engagement metrics for some outreach — “we had 637 people who viewed it, 4 of those 637 people, actually clicked on this to go further,” he said — and argued that a dedicated staffer could align department messaging, improve recruitment outreach, and support proactive public engagement.

McCray reviewed the city’s strategic planning timeline: a mission and vision were developed in 2020, outcome areas and key performance indicator work followed, and staff completed some “quick wins,” but a staff gap remains in completing step‑by‑step metrics and presenting a public‑facing strategic plan for community input.

Council reaction and alternatives

Councilors were divided. One councilor said in part, “a little bit goes a long way with me,” and indicated reluctance to add the position because of cost and the risk of adding another layer of planning work. Other councilors supported the draft role’s objectives — improving consistent messaging, targeting younger audiences, and supporting recruitment — but recommended alternatives including hiring a consultant to finish the strategic plan or relying on Human Resources for recruitment work.

Why it matters: A central communications function could affect how the city manages public expectations, pursues grants or legislative priorities, recruits for hard‑to‑fill roles and reduces “hijacked narratives” when public understanding is incomplete.

No hiring decision recorded

McCray framed the presentation as preparatory for the next budget cycle; council did not vote to create the position. Several members said they wanted more detail on cost, scope and how department heads would retain control of operational messaging.

Ending

McCray said he will not present hiring requests immediately but will use council feedback as the administration prepares budget options; councilmembers asked for additional detail about costs, alternatives (consultant vs. staff hire), and how the role would interact with department heads.