Mediaboss Marketing

The city of La Caada Flintridge is small, but its compact dimensions still don't necessarily mean that information about meetings and ordinance changes always reach every resident.

In an effort to connect with the city's population about 20,000 people more effectively, the city plans to hire a communications consultant who will draft newsletters and press releases, and provide a marketing strategy that may include social media.

"We could probably be doing a better job in reaching out to the community and informing the public about things that we're doing," City Manager Mark Alexander said at a recent City Council meeting. "I hear things coming from the community that are often misunderstood or misinformed, or just in error."

Alexander said the city lacks an outlet where the public can learn the reasoning behind certain policy decisions or seek clarity on a complicated issue.

The City Council approved $14,100 toward improving the city's communications and outreach at a mid-year budget meeting in February, which covers the last three months of this fiscal year. The consultant would work part-time, spending a significant amount of time at City Hall upon hire to learn about the city and its employees.

The city has contacted a number of firms that provide communications for government agencies. The City Council will review possible candidates sometime next month.

The city recently renovated its website, which is updated throughout every week with agendas, news bulletins and city documents. A TV channel that broadcasts meetings live is also available to residents.

But elected officials and city staff want to do more.

"I think we've got a good start," said Mayor Laura Olhasso. "If we can build on that, all the better for everybody."

Local government agencies are increasingly using social media, newsletters and other forms of outreach to connect with a niche audience.

Read more:
La Cañada works to get word out to residents