mecklenburg county
Communication Plan
Telling the Mecklenburg County Story
mecklenburg county
vision & mission:
vision
To be the best local government service provider.
mission
To serve Mecklenburg County residents by
helping improve their lives and community.
R
What is a Communication Plan?
A communication plan is a living, breathing document used to align public information activities
with the goals, objectives, and key communication messages of the organization. The plan prioritizes
needs, identifies audiences, determines the message and how it is delivered, and measures whether or
not the effort was successful.
HISTORY OF PUBLIC INFORMATION
Before 2006, public information in Mecklenburg County government was primarily decentralized with
a small central office and other public information officers (PIOs) working in various departments.
To enhance transparency, consistency and accuracy, department PIOs were transferred into the
centralized Public Information Department, where they remain, along with web services.
THE PUBLIC INFORMATION DEPARTMENT MISSION:
Telling the Mecklenburg County Story
GOALS
1) To inform, educate and engage residents and stakeholders about County responsibilities, services
and results.
2) To inform, educate and engage County employees about the policies, procedures and information
they need to be successful at their jobs.
STRUCTURE
The Public Information Department is composed of 19 full-time staff members and divided into
four Centers of Excellence:
1. Mass and Targeted Communications
2. Digital and Multimedia Communications
3. Web Services
4. Community Relations
1
MECKLENBURG COUNTY
The Mecklenburg County Public Information Department
C O M M U N I C AT I O N P L A N
The plan is assessed and updated annually and includes measurable objectives and outcomes.
Public
PublicInformation
Information
Director
Director
Digital &
Multimedia
Manager
Mass & Targeted
Communications
Manager
Community
Relations
Coordinator
Web Services
Manager
5 Staff
MECKLENBURG COUNTY
2
10 Shared Staff
Services Provided
Services Provided
•Web solutions consultant
for County departments
•Manage look and feel
of County internal and
external websites
•Maintain website content
for County internal and
external websites
•Enforce website
governance
•Provide website analytics
and reports
•Train content contributors
•Department liaisons
•Internal & external
corporate communications
•Audio/video
•Social media
•Photography
•Public record requests
• Event planning
Each team is comprised of a manager and staff members who are assigned to work within their specific areas of expertise
with County departments or services. These teams have direct responsibility to meet regularly and communicate with
County department contacts and other stakeholders to help achieve the goals of this plan. C O M M U N I C AT I O N P L A N
Elements of the Plan
STRATEGIC COMMUNICATION PRINCIPLES
The following core principles guide how Mecklenburg County engages internal and external
audiences and customers.
We will communicate:
• Timely: We will communicate what we know when we know it
• Openly: We will provide all public information in a way that’s easy to access and understand
• Proactively: We will engage our customers and stakeholders before being asked to provide
information and determine future needs
AUDIENCES: EXTERNAL, INTERNAL, OTHER STAKEHOLDERS
• Mecklenburg Board of County Commissioners (BOCC)
• Mecklenburg County Manager and staff
• Mecklenburg County residents
• Mecklenburg County employees and Sheriff’s Office
• Local media outlets
• Community partners – non-profit organizations, Charlotte Mecklenburg Library, MEDIC,
Charlotte-Mecklenburg Schools
• Charlotte City Council and City staff
• Towns – Cornelius, Davidson, Huntersville, Matthews, Mint Hill, Pineville
•Businesses
• Other elected officials – state, federal and judicial
COMMUNICATIONS STRATEGY
Mecklenburg County communications will consist of a continuum of information that is connected
and consistently:
OPEN
GOVERNANCE
RESPONSIVE
PROGRESSIVE
COMMUNICATION RESOURCES
All Public Information employees provide services and resources to the following efforts.
DIRECT COMMUNICATIONS
Strategy: Provide important, timely and accurate information to residents and customers using a
variety of communication channels.
Action Steps:
• Raise public awareness of the decisions made by the County Commission and the County Manager
using multiple channels.
• Constantly provide County information via the web, social media, and the news media.
• Stream County Commission meetings live online and the Government Channel.
• Respond to public records requests.
• Utilize video, digital and multimedia content to enhance communication.
• Design and produce printed materials.
• Manage events.
• Develop marketing and advertising campaigns.
• Publish a weekly Board Bulletin newsletter from the County Manager to the BOCC that includes
timely news for elected officials and public subscribers.
• Create custom communication plans products to address client needs.
• Speech writing/coaching.
C O M M U N I C AT I O N P L A N
ACCESSIBLE
3
MECKLENBURG COUNTY
• Open – Provide for government transparency
for all audiences
• Responsive – Put individuals before processes or rules;
respond quickly to change
• Progressive – Embrace change and look for ways
to innovate
• Has clear governance – Set clear goals and written
ways to provide information
• Accessible – Make information easy to find
INTERNAL COMMUNICATIONS:
Strategy: Provide important, timely and accurate information to all employees using a variety of
communication channels.
MECKLENBURG COUNTY
4
Action Steps:
• Use MeckWeb (County intranet) as our primary channel to continually communicate information
to employees.
• Send County-all emails when needed to communicate urgent information to employees.
• Produce and email Employee News Now (ENN) to employees weekly to highlight events and
feature stories.
• Catalog PI activities and produce a monthly “Director’s Report” for the BOCC.
• Use digital and multimedia (video, streamed content, etc.) channels – video, streaming content,
etc. – to create compelling, creative content that tells the Mecklenburg County story.
• Help write and deliver IT alerts for system wide updates
• Create quarterly Outlook Magazine employee print publication that highlights the stories that
affect workers.
• Help Human Resources produce MeckEDU – online training module – videos to educate
employees.
• Help create and produce posters, bulletin boards, mailed letters, and other products as needed.
• Proactively use County social media sites including Twitter, Facebook and Instagram, to tell the
Mecklenburg County story.
• Monitor media requests and send a daily media inquiry summary email to the Executive Team.
C O M M U N I C AT I O N P L A N
WEB SERVICES AND SOCIAL MEDIA:
Strategy: Use the County’s external and internal web sites and social media to communicate County
information to the public and employees.
Action Steps:
• Post external information to MecklenburgCountyNC.gov and share via the County’s social media
sites (Facebook, Twitter, Flickr, Vine, Pinterest, YouTube etc.) following best practices and the
Mecklenburg County Social Media Policy.
• Post internal information to MeckWeb and share with employees via Employee News Now.
• Utilize video, digital and multimedia content to support and enhance communication.
• Use GovDelivery or a similar distribution method to create mailing lists deliver information.
• Utilize the SiteImprove tool to fix problems and improve accuracy.
• Manage content contributed by departments.
MEDIA RELATIONS:
COMMUNITY RELATIONS:
Strategy: Meet and talk with residents about the County’s performance and find out what
residents expect in service quality, efficiency and effectiveness. Focus citizen involvement activities
on communicating the County’s performance and seeking input on what residents would like
to see as indicators (e.g., key measures) of the County’s efficiency, effectiveness, stewardship
and accountability.
Action Steps:
• Hold community meetings and meet with key stakeholders specifically related to major
County initiatives.
• Help plan and execute community meetings for Board of County Commissioners as needed.
• Participate and facilitate youth outreach through the Mayor’s Youth Employment Program and
Generation Nation’s Youth Council.
• Speak to groups and organizations about Mecklenburg County services.
• Special event planning and facilitation.
• Communicate using direct communication methods and social media; tailor outreach to fit all
demographic groups.
5
MECKLENBURG COUNTY
Action Steps:
• Distribute media releases to more than 500 contacts.
• Use CharMeck Alerts to create subscription lists for the media and residents.
• Direct communication in person, on the phone, via email, etc. with reporters to deliver
information, discuss stories and schedule interviews.
• Customize media relations efforts for specific outlets like Hispanic media and WFAE
• Hold one-on-one meetings with County departments to develop and plan media strategies.
• Conduct media training for department directors/staff to prepare for interviews.
• Collect daily media inquiries from around the County and send a daily media inquiry summary
email to the Executive Team.
C O M M U N I C AT I O N P L A N
Strategy: To be responsive, timely and accurate regarding media inquiries, proactively promote
County information as media stories, and seek media coverage for special events and programs.
HOW WE MEASURE SUCCESS
Public Information annually measures its internal and external performance in multiple ways.
The most current Public Information results are included in the Appendix. Measures will be updated
again for FY16.
Items included:
• Community Survey results showing residents’ trust of information received from the County and
how effectively Public Information communicates County information, and raises awareness of
programs and services. Many of those measures make up the Public Awareness Index.
• Key Performance Indicators providing service level measures of our activities.
MECKLENBURG COUNTY
6
• Customer Satisfaction Survey results that give detailed employee feedback about Public
Information.
• Employee Climate Survey results that reflect employee satisfaction with communication efforts.
SUMMARY:
Mecklenburg County is one of the fastest-growing areas in the country. Information is fluid and must
be constantly updated to be effective.
In addition to annually updating this plan, Public Information meets with County departments each
year to determine specific communication needs.
Those plans will be incorporated into this plan as they are developed and implemented.
C O M M U N I C AT I O N P L A N
Appendix
Public Awareness Index
1
e-Gov Services (33.3%)
Arrest and Jail Records
Pay Your Taxes
Flood Zones
Real estate information/tax values
Park or Rec Facility Res/Info
Locate a Government Facility
Locate Recycling Centers and Info
Voter Information
Vital Records in Meck County
Restaurant Inspection Ratings
Watch BOCC Meetings and Agendas
Local Air Quality Forecasts
Apply for a job with Meck county*
Make a public records request*
View County Produced Videos**
FY14
FY13
FY12
FY11
FY10
FY09
Target
110%
49%
56%
52%
54%
61%
59%
45%
132%
60%
78%
58%
60%
70%
64%
45%
145%
163%
105%
172%
150%
145%
146%
138%
135%
97%
107%
90%
143%
118%
65%
73%
47%
77%
68%
65%
66%
62%
61%
44%
48%
40%
64%
53%
88%
84%
66%
85%
82%
86%
82%
84%
79%
64%
66%
63%
83%
74%
-
71%
68%
67%
67%
65%
64%
63%
58%
56%
52%
50%
45%
33%
79%
74%
53%
81%
69%
74%
64%
57%
50%
52%
41%
25%
84%
85%
63%
88%
84%
83%
80%
71%
62%
60%
51%
32%
78%
73%
59%
88%
80%
86%
82%
60%
54%
52%
38%
19%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
70%
31%
34%
45%
46%
53%
53%
45%
60%
53%
96%
27%
24%
43%
27%
32%
42%
47%
42%
-
47%
46%
-
53%
53%
-
53%
53%
-
45%
45%
45%
*new survey question for FY13
**question removed for FY13 survey
County Facilities2 (33.3%)
Aquatic Center
Ray's Splash Planet*
Latta Plantation Nature Center, McDowell, or Reedy Creek Nature Center**
3
(33.3%)
Process Recyclables
CharMeck 311
DV Programs
Foster Care and Adoption
Protect the Environment
Detox and Substance Abuse
Immunizations
Homelessness Services
Veterans' Services*
STD/AIDS Awareness
Developmental Delays
MeckLink
MeckConnect
MeckCares
Open Mecklenburg
127%
57%
58%
54%
55%
59%
59%
45%
211%
186%
162%
171%
167%
146%
155%
149%
86%
112%
104%
%
46%
45%
33%
95%
84%
73%
77%
75%
66%
70%
67%
39%
50%
47%
89%
79%
75%
77%
72%
76%
68%
64%
54%
57%
54%
33%
24%
25%
16%
86%
77%
73%
73%
67%
66%
65%
60%
53%
51%
46%
29%
23%
23%
16%
92%
79%
73%
77%
71%
71%
68%
65%
48%
52%
41%
26%
24%
21%
15%
80%
75%
76%
74%
72%
71%
64%
49%
52%
43%
26%
21%
-
76%
49%
52%
-
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
45%
21%
20%
15%
*target population - respondent a veteran or family member of a veteran
1
Results based on % of respondents that had used and % aware of, but had not used the online service
Results based on % of respondents familiar with the County facility
3
Results based on % of respondents aware of the County service
Note: The weight of each category of measures is listed in parentheses
2
6
5
4
3
2
1
7
*target population - respondent with children in household
**new survey question for FY13
County Services
7
C O M M U N I C AT I O N P L A N
Public Awareness Index
% of
Target
MECKLENBURG COUNTY
Measure
Appendix
FY14 Community Survey - PID Results
FY11
Result
Questions
FY12
Result
FY13
Result
FY14
Result
Difference
Question not asked
in FY14
45.4%
-6.1%
37.3%
-4.5%
Trust information I receive from the County
66.3%
N/A
N/A
N/A
Communicating information to the public
Uses social media to communicate information to the public
45.5%
42.9%
46.7%
42.4%
51.5%
41.8%
Facebook
-
-
-
13.1%
Twitter
-
-
-
4.3%
YouTube
-
-
-
7.0%
Flickr
-
-
-
0.5%
Pinterest
-
-
-
1.9%
Use of Social Media for Local Government Information
MECKLENBURG COUNTY
8
New question for
FY14
Mecklenburg County Public Information Key Performance Indicators Fiscal Year 2014
C O M M U N I C AT I O N P L A N
Key Performance
Indicator
Measure
Type
Target
Successful
Range
Customer
Customer
Satisfaction Surveys
% Strongly Agree &
Agree/Total Responses
Budget Evaluation Survey
Tool (BEST)
Efficiency
Budget System
Index of Budget
measures
2
Financial Assessment
Survey Tool (FAST)
Efficiency
Financial System
Index of Financial
measures
Employee Motivation &
Satisfaction Index
Outcome
Employee Climate
Survey
Employee Development
Index
Outcome
Environmental
Leadership Index
Customer Satisfaction
Rating
Data Source
Calculation
Methodology
84%
80 - 88%
FY14
Exemplary Results
>89%
97%
2.00 - 2.49
>2.5
2
2
2.00 - 2.49
>2.5
2.9
% Strongly Agree &
Agree/Total Responses
84%
80 - 88%
>89%
94%
Employee Climate
Survey
% Strongly Agree &
Agree/Total Responses
84%
80 - 88%
>89%
97%
Outcome
Various
Number of Goals on ELI
Met or Exceeded
90%
85-95%
>95%
-
Resignation Rate
Efficiency
Peoplesoft
Human Resources data
N=1
N=1-2
N=0
-
Public Awareness
Outcome
Community Survey
Average response of
residents to public
awareness questions on
the Community Survey
55%
52% - 57%
>57%
% news releases
resulting in media
coverage
Outcome
Vocus Report
# of stories/# of news
releases
82%
78-86%
>=86.1
89%
Work completed within
agreed upon timeframe.
Efficiency
Customer
Strongly agree and agree
Satisfaction Surveys
responses/total
responses
88%
83.6-92.3%
>=92.4
97%
MeckWeb availability rate
Efficiency
Internal Department
Report
(potential uptimedowntime)/potential
uptime
88%
83.6-92.3%
>=92.4
99.99
CharMeck availability rate
Efficiency
Internal Department
Report
(potential uptimedowntime)/potential
uptime
99.80%
95-99.8%
>99.8%
99.27
Appendix
Customer Satisfaction Survey Fiscal Year 2014
PIO Customer Satisfaction
Rating
Measure
Type
Data Source
Calculation
Methodology
FY14
Results
Customer
Customer Satisfaction
Surveys
% Strongly Agree &
Agree/Total Responses
94%
Video Services Customer
Satisfaction Rating
Customer
Customer Satisfaction
Surveys
% Strongly Agree &
Agree/Total Responses
100%
Web Services Customer
Satisfaction Rating
Customer
Customer Satisfaction
Surveys
% Strongly Agree &
Agree/Total Responses
93%
PI Customer Satisfaction
Rating (Overall)
Customer
Customer Satisfaction
Surveys
% Strongly Agree &
Agree/Total Responses
95%
C O M M U N I C AT I O N P L A N
Measure
Satisfaction with
Communication of
Information from PI
Customer
Customer Satisfaction
Surveys
% Strongly Agree &
Agree/Total Responses
96%
Trustworthiness of
Information Communicated
from PI
Customer
Customer Satisfaction
Surveys
% Strongly Agree &
Agree/Total Responses
96%
MECKLENBURG COUNTY
9
Appendix
2014 Employee Climate Survey
Agree/
Stongly Agree
(%)
Strongly Agree
Agree
Disagreee
Strongly Disagreee
92% !
18%
74%
7%
1%
94% "
20%
74%
5%
1%
93% "
19%
74%
7%
1%
The MeckWeb pages are easy to navigate.
83% !
15%
68%
14%
3%
The content on MeckWeb is well
organized.
83% !
15%
68%
14%
3%
Employee News Now
MeckWeb
Radio, TV, or
newspaper
County's
Public
Website
Social Media
45%
30%
11%
9%
1%
6+ times in the
past 3 months
2 to 5 times in
the past 3
months
Once in the
past 3
months
Never
34%
34%
22%
9%
Agree/
Stongly Agree
(%)
Strongly Agree
Agree
Disagreee
Strongly Disagreee
Mecklenburg County’s public website
provides sufficient information.*
95% *
15%
80%
5%
0%
Mecklenburg County’s public website
provides accurate information.*
95% *
16%
79%
5%
0%
Mecklenburg County’s public website is
easy to navigate.*
86% *
14%
72%
12%
2%
Mecklenburg County's public website is
well organized.*
87% *
14%
73%
11%
2%
Mecklenburg County's public website looks
visually appealing.*
86% *
14%
72%
12%
2%
Mecklenburg County's public website is
free of errors.*
82%
12%
70%
15%
3%
Yes
No
Don't Know
57%
43%
N/A
51%
5%
44%
33%
67%
Communications
County-wide news and information
provided on MeckWeb is useful.
I am satisfied with the frequency of
MECKLENBURG COUNTY
10
Employee News Now (email messages).2
I am satisfied with the content of Employee
News Now (email messages).2
My primary source for County-wide news
and announcements is:
C O M M U N I C AT I O N P L A N
Public Website
How often do you visit Mecklenburg
County’s public website?
I direct customers/clients/residents to
information on the website to help answer
their questions.*1
My customers are able to find the
information they are seeking on the public
website.*1
I access the County’s public website using
a mobile device.*1
Due to rounding percentages may not equal 100%.
▲ = Increase from FY13 ▼ = Decrease from FY13 ▬ = No change from FY13
* = New Measure 1Result reflects % Yes response. 2Question worded differently on 2013 survey.
Notes
Notes
f o r f u r t h e r i n f o r m at i o n c o n tac t:
Mecklenburg County Manager’s Office, Public Information Department
Charlotte Mecklenburg Government Center, 600 East 4th Street, Charlotte NC 28202
MecklenburgCountyNC.gov