Tennessee City Managers Conference, April 2009

Tennessee City Managers Conference, April 22, 2009, Murfreesboro, TN


“City Managers and News Media”

This session primarily related to the change in news media and how this changes the way City Managers will relate to news media.

Traditional (physical) newspapers will disappear in ten years, what does this mean?

-Decentralized news media, shorter (continual) deadlines

Definition of what is “News” is what impacts, how it affects consumers of news media

IMPACT, can be good or bad

Reporter is YOUR (City Managers) link to the residents. Talk as if talking to residents.

Remember-the reporter is not your “friend”.

Important thoughts:

1. Make sure of rules of interviews etc.

2. Press Release is to get interest, not the story

3. Press Conference. Don’t have unless BIG story

4. Don’t assume the reporter understands the story or the City (Help all you can)

5. Never ask to “pre-approve” story. Might ask if review of difficult, factual matters etc.

6. NEVER, go “off the record”. No such thing. Can be “not for attribution” get agreement on how will be references.

TIPS for interviews:

-Never assume

-Can always answer just yes or no. don’t babble to fill space

-Don’t answer needling question (rephrase?)

-Don’t answer question you don’t understand, multiple questions and don’t feel need to answer question without checking.

Melissa Peterson: (Giving effective News interview)

1. Prepare: Keep it simple, stick to message

a. Don’t speak off the cuff

b. Write down the main points

2. Take time to get thoughts together

3. Rehearse, practice, rehearse

4. Stick to facts -Don’t digress on what you don’t know.

TV: Don’t fidget, stay focused on questions etc.

Key points: Write down 2 or 3 major points, stick to it.

If negative questions, use positive response (don’t reward a negative question)

Avoid technical jargon, keep simple.

Take time/give time to write down responses

When answer question, stop talking, don’t feel need to use “empty space”.

Have someone with you, especially if complex or controversial

All comments to Reporter are fair game

Mike Pirtle, Murfreesboro Post

Might request quotes be reviewed in writing for accuracy?

-New Publishers, Bloggers etc.: No standards, no accountability, may not observe good conduct or even be attempt to be accurate

“Things need to know”

1. Transparently is good-More info the better for resident to make decision

2. Never hesitate to provide info to news media

3. Be first to tell bad news, immediately bringing it up.

4. Wait to comment on story (not while you are made etc.)
-Pick your battles
5. Keep sense of humor
6. “Newbie’s” will always be with you

7. Keep big picture in mind, say what you want and then shut up.

8 Personal level relationship is good, has a level of trust

While I am familiar with these points, these sessions did emphasize the “times are changing”, especially the change to continual deadlines, and the nature of the news media is probably the most dramatic change since the advent of television. This will change our relationship with our residents since the method they receive their news has/will change and it will change the way we communicate. Already, the City is using Facebook, Twitter, etc. to communicate directly.

Should Your City Hire a Lobbyist?

Lobbying is a strategy. Providing information etc.

Lobbying frequently is as much to influence administration as to influence legislation

“Build a War Room” to start-Review what you want, strategy, who friends are, who is against etc.

-Then Strategy
-Then implement Strategy
One of the best things the lobbyist can get is information.

Think of what you want before you hire lobbyist. Prefer long-term relationship.

Who are allies? Who is opposition, who will benefit?

What to look for in RFP for lobbyist.

1. Determine issues, goals

2. Look for lobbyist with good experience and background

3. Talk with 2 or 3 firms before decision

4. Take care of as much as possible before start

5. “General Lobbyist”. May have too many other conflicts.

This session was valuable in several aspects. It provided some good ideas on the aspect of lobbying, and also pointed out the type of lobbyist we probably would need if we decided to hire a lobbyist.

Brad Mink, Economic Development in Carrollton, Tax.

This part of the conference concerned “economic development”, including commercial development. Since Lakeland is concerned only with commercial development, not industrial development, this was an especially valuable session.

Do business as a staff. Business matters do not involve politician. (Except at the policy level)

“Advertising” doesn’t work-a waste of money. Trade shows are a waste of money. “Direct sales” is what works. Direct contact including cold calls.
-Main theme-How your company can make money by locating in my City.

-Frequently starts with Sales Manager

-Build Relationships and maintain them (1 on 1)

-Be Accountable and dependable

Build from within

Self-Audit City:

-Are Ordinances development friendly? (Ask Developers).
-I would also say, ask the residents!

-One person handles each application, responsible for timely process

Inspectors have trailer on site for inspections

Make friends with nearby and other communities (may get referrals)

***Make sure infrastructure is ready for development
***Infrastructure drives development
“Losers say ‘Let developers do it”” (build the infrastructure).
(Note: Lakeland currently follows this procedure and it has been relatively efficient thus far. Perhaps it would be different if Lakeland had a property tax etc.)

Companies are looking for reasons to eliminate which communities to develop in. (Just like job applications, look for reasons to reject so decision is easier)

GOALS:

-Be Realistic, Know what you have

-Make sure Community wants what you want

-KEEP ON REALITY TRACK

Incentives:

-Necessary evil, everyone does it.

-Don’t provide incentives to competitors of local established business

-“Time” is biggest incentive”

The only thing he takes on a business trip is business cards and only takes 15 minutes of their time, unless they ask for more time.

Prospects-look for advantages such as direct flights, ties, distribution etc.

RETAIL DEVELOPMENT:

Look at “what makes the deal”.

Take every employee on tour of city, require participation, and ask for comments

Retail is a major challenge. Usually contact the Director of Real Estate. (Have residents contact the company)

International Trade and Investment

-City sells local products internationally

-Partner with local entity on International Office

-Development of personal relationships is the key

What to look for in Economic Development Professional?

-Creative person

-Background is irrelevant

-Sales person

-Smart Communication Skills

-Intelligent marketing skills (1 on 1 sales)

This session was very valuable to me. It pointed out areas where the “conventional wisdom” may be wrong and just a waste of money. (Spending money on advertising, trade shows, a fancy, costly web site etc,). We may be using our money better by direct contacts and looking at our development procedures, which we are curre