ERIN – The Town of Erin hopes to reach more residents and improve its image as it embarks on a new strategic communications plan.
Council heard a presentation at its Oct. 5 meeting by Lisa Pearson and Amanda Robinson of Navigator Ltd., which bills itself as “Canada’s leading high stakes public strategy and communications firm,” according to its website.
Pearson said the town is “doing an excellent job” reaching out to its citizens and the media to inform them of significant events.
A communications audit by Navigator indicates the town uses Twitter, Facebook and its website to keep residents informed and these channels carry consistent messaging.
The town also issues an e-newsletter, Erin Connect, that has a “high open rate.”
In terms of news coverage, the audit found between Oct. 2018 and June 2020, there were three spikes in negative news coverage and they had to do with coverage of:
- a Freedom of Information request;
- employee severance packages; and
- the town winning a Code of Silence award and being named the most secretive municipality in the country by a journalism association.
“In general, the coverage over time has been neutral and factual,” Robinson said.
The tone on social media is also mostly neutral or positive with the most “volume” surrounding stories about the passing of the fire chief in 2019, the Code of Silence award in Feb. 2020, and raising the Pride flag in June 2020.
The consultants recommended tackling the town’s perceived lack of transparency head-on.
“Heed the feedback and be willing to address concerns by forming new processes and new relationships,” Robinson said.
Navigator is recommending the town develop an open governance portal to improve the FOI process for media and residents.
“Be open and accountable and allow information to be released in a timely basis,” Robinson said.
Navigator also recommended creating a content calendar to plan for and track significant events in Erin.
The calendar would then direct when to send press releases and make social media posts.
While Mayor Allan Alls has been the primary spokesperson for the town in recent years, Navigator recommended opening that role to others.
“Introduce councillors as voices as well,” Robinson said.
“It increases transparency and can help to line up the appropriate spokesperson.”
Long-term, the town should continue with communication audits, form a public engagement committee, and identify champions of the community, the audit recommends.
Communications could also profile business and municipal leaders and community groups – all with a view to attracting more business and new residents to the town.
Pearson said that more people in Toronto and surrounding areas are looking at small towns as attractive options and they can be targeted in digital marketing campaigns.
“There are opportunities coming out of COVID,” she said.
