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Newspapers have been substantially downsized in recent years, but the proliferation of social media means that “media relations” is shifting, not fading away.
At the Massachusetts Municipal Management Association meeting in Andover on March 19, John Guilfoil, CEO of John Guilfoil Public Relations, advised managers to become proficient in the use of social media to get ahead of the media and frame their message.
Even a small incident caught on a cell phone camera, such as a dispute involving a police officer, can quickly become a viral sensation, putting a spotlight on a community, he said. Never forget the fact that people are watching and paying attention.
“Media relations,” Guilfoil said, is more than just reporting information to the public – it’s about demonstrating leadership.
“A leader calms people, inspires people, and is remembered,” Guilfoil said. Guilfoil cited former Boston Mayor Thomas Menino’s presence at the interfaith service following the Boston Marathon bombings in 2013. Menino, who was wheelchair-bound while recovering from a broken leg and checked himself out of the hospital to attend, sent a powerful message when he stood up to talk to the crowd.
During a major incident or homicide in a community, town managers and administrators should include themselves in any press conferences and press releases.
The FBI, district attorney, and State Police are ultimately not responsible to a community’s residents and businesses, he said. People are going to look for their local leadership.
In the event of a domestic homicide, Guilfoil said it’s vital to tell the press one thing: “This does not appear to be a random act of violence.” This will prevent assumptions that can cause fear in the community, and instead puts the focus on the important issue: domestic violence.
It’s important to cultivate a strong relationship with the media, Guilfoil said. A bad relationship with a major newspaper or a local blogger can influence the public perception of your city or town, he said.
Guilfoil advises local officials to always return calls from the press, acknowledge them, and treat them with respect.
Town managers and administrators are not public information officers or press secretaries, however. While it’s important to talk to local newspapers and reporters, taking calls from television and large media outlets should be someone’s job, he said. If a press secretary position is not possible, he advised assigning an assistant as the press contact and designating a phone number for press inquires.
Guilfoil also recommended developing a local media email list and issuing regular press releases.
Auburn Town Manager Julie Jacobson described her town’s multi-layered social media approach, which includes Facebook, Twitter and YouTube. It’s important that citizens know what you’re doing and that you’re doing your job, she said. Facebook posts and tweets enhance transparency and provide a forum to communicate with the public, provide facts and frame your message.
If you put together a list of what departments are doing, she said, you’ll find a lot of material to post. To help manage your time, Jacobson recommends using a social media dashboard like Hootsuite, which allows users to schedule Facebook posts and Tweets in advance. A dashboard also provides social media analytics, showing which posts and tweets were popular and what time of day your audience is online.
Pictures are a great way to get more attention. Auburn’s post of a roof collapse this winter with a photo garnered triple the hits of the post without a photo, Jacobson said.
To reach a target audience, she said, you have to know them and which media sites they use. Senior citizens, for example, are more likely to listen to the radio for their news as opposed to the younger generation, who get their news online.
Wellesley Police Lt. Scott Whittemore talked about the power of posting pictures to tell stories and build a community’s brand. Social media is another avenue for community policing, he said. It shows a human side and makes police seem more approachable in the community, he said.
Nichol Figueiredo, public information officer and webmaster in Framingham, pointed out that residents and business owners are always on the go, so it’s important to make sure they can access town information using their phones. About 71 percent of social media users access the various platforms from a mobile device, she said.
Framingham’s mobile app, “My Framingham,” was downloaded 700 times in two weeks, she said.
Social media is a great way to push traffic to your website, Figueiredo said. But it’s important to ensure that content is up to date. Redesigning the municipal website can refresh interest in government.