Jodi definitely goes into way more detail than I ever could, but I found this paragraph interesting;
Someone also needs to be responsible for external communication. That includes timely, comprehensive responses to media requests and proactive strategies to inform the public about relevant topics. This person needs to be empowered to be authentic. People are too savvy to buy PR-style spin. And things are going to go wrong in city government from time to time. It’s a big organization managing a bunch of complex areas. Sometimes, human error is simply human error. It happens in your organization and in mine. It happens in this one too. You build credibility by acknowledging, apologizing if necessary and by improving.
Probably should have given this advice to Heather and Mike eight years ago.