Improved communications regarding changes to programs and policies, referral information about shared clients, and higher visibility at community events were the most frequent suggestions. Senior Staff Four county employees were interviewed at length, two of whom are executive team members. The perspectives of these four respondents provided valuable information regarding the nature and type of communications currently needed by the Department and the feasibility of various public information methods. To maximize the informational impact, these messages must be conveyed in a coordinated, strategic manner which build upon current methods and employs additional media relations strategies. Internal communications must be increased.
Current gaps exists in communication between bureaus and among line staff and managers.
Successful implementation of a public information function in the Department will require providing staff education about the need for and utility of a public information office, utilizing training resources at county and state levels, education for public information staff regarding the Department's various programs, providing media training, an on-line legislation tracking method, and exploration of methods for obtaining public input. Model Programs Interviews with representatives from eight public relations programs drawn from the public, non-profit, and private sectors provided information regarding organization models for public information offices. Representing offices which ranged in staff size from one employee to over 85 employees, these respondents provided an excellent picture of how public information is currently conducted across a variety of settings. Media relations constitute the core feature of the public information programs, with secondary functions including responsibility for publications, coordinating a speaker's bureau, coordinating with legislative offices, conducting public education and charitable campaigns, and responding to public inquiries. Staff of public information offices come to their positions with extensive media and communications training.