Communications Toolkit

About the Program

Category: County Administration and Management (Best in Category)

Year: 2012

The content in the Fairfax County's original Communications Strategy consolidated the array of County communication procedures and policies into one place. However, the wealth of information proved to be time consuming to navigate through. Over time, it became evident that while the strategy brought important information to staff, it needed fine tuning. In response, the county created it's Communications Toolkit. For more than a year, the Communications Team met almost weekly to address the complex concept of redesigning the County’s 2006 Communications Strategy to address the evolving communications needs within Fairfax County Government. The committee had to consider individual agency needs; a plethora of available communication tools, including increased communication through social media; how to reach staff and the public across the digital divide; and the paramount need to ensure a common look and message across all County communications. By assembling a cross-agency team of communicators, the committee was able to effectively identify common themes of communication needs and practices across County agencies as well as any potential areas for improvement. A survey was sent to all County staff seeking feedback on the content of the 2006 strategy, its physical structure and input on topics to be added and/or removed. Based on their working knowledge of agency and County communications and the input from the survey, the committee began to streamline and redesign the strategy. New features included a text-lighter format, elevating topics identified by staff as most important in their daily work to prominent placement and reorganizing the presentation of information. A new section for County communicators consolidates important information commonly used by them, such as media relations, NewsWire and the communications policy. As part of the evolution of communications over the last six years, the County’s new Social Media Policy also was added for reference. The draft toolkit redesign was shown to focus groups including other agency communicators and general County staff for additional feedback. The collaboration across agencies, with County communicators and the proactive integration of feedback from all County staff into the development of the redesign led to a product that reflects County’s communication needs. The team’s innovation came in its ability to think years into the future both in terms of messaging and potential new communications tools. When the 2006 strategy was developed, social media was not the communications juggernaut that it is now. The team had to be creative and forward thinking in regard to the final product, which had to not only encompass current County needs, but also be adaptable to future needs without a complete overhaul. The innovative structure of the toolkit allows for such flexibility and expansion. The team will now meet quarterly to evaluate the toolkit and make adjustments as needed. Additionally, the Office of Public Affairs monitors an email box for County staff to make suggestions, comments and ask questions about the toolkit as well as request trainings. Internally, the team’s efforts resulted in a streamlined toolkit that allows County staff easier and quicker access to the communications information they need. Externally, the toolkit continues the high quality of communications the public expects from its government by ensuring a common look and message among the many agencies that serve the County.