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Brooklyn Park reviews communications strategy; council weighs continued retainer with outside PR firm
Summary
City communications staff and consultant LS2 Group presented a priority-setting recap and proposals for enhanced storytelling. Council asked for follow-up on scope, internal vs. external capacity, and cost; staff said LS2 has been on a month-to-month retainer ($2,500/month) while the city considers adding capacity in the 2026 budget.
Brooklyn Park staff and outside consultant LS2 Group presented the city’s strategic communications priorities and options for additional capacity, prompting council questions about scope, cost and whether to build in-house capability.
Assistant City Manager and Director of Administration Dr. Angel Smith opened the work session asking the council to consider “what enhanced storytelling looks like to you,” and described communications goals such as inclusive outreach and multilingual materials. Communications staff highlighted in-house capabilities—GIS, govdelivery distribution to roughly 44,000 subscribers, social analytics, and drone and video production that staff said had recently reached targeted Hmong-language audiences.
Corey of LS2 Group described the firm’s experience in municipal public affairs and crisis communications and said LS2’s role would be to provide rapid-response reputation management, strategic media outreach and branding support for council priorities. Staff and LS2 said the firm began limited work with the city during the legislative session in April; current arrangements were described as a month-to-month retainer for roughly $2,500 per month.
Council members pressed on differences between information-focused government communications and traditional PR that seeks to influence attitudes. Staff and consultants described a demarcation: city communications provide accessible factual information, while outside consultants can handle more proactive narrative and earned-media efforts subject to policy limits on taxpayer-funded advocacy.
Next steps: staff will return with options and budget implications for 2026 (including scope, possible RFP process, and the difference between an internal position and continued external consulting).
