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HomeMy WebLinkAboutMINUTES - 11012005 - SD4 TO: BOARD OF SUPERVISORS CONTRA FROM: Lori Gentles, Assistant County Administrator- ' '%i k Director Of Human Resources COSTA . DATE: October 18, 2005 ZZCOUNTY SUBJECT: ADOPT P300#19981 SPECIFIC REQUEST(S)OR RECOMMENDATION(S)&BACKGROUND AND JUSTIFICATION RECOMMENDATION: ADOPT Position Adjustment Resolution No. 19981 to establish a Chief Communications Officer Exempt (ADSS) class; allocate the salary of Chief Communications Officer- Exempt (ADSS) to B85 1918 ($6859 -$8338), and add one position, as recommended by the Human Resources Director. FISCAL IMPACT: The total annual cost for this action is $132,000. This position is 100°r6 County funded and comes from the growth in Motor Vehicle License Fee revenues. BACKGROUND: In the summer of 2005, members of the Board of Supervisors and the County Administrator expressed interest in establishing a centralized internal communications function. The goal was to enhance the County's capacity to effectively and proactively communicate with a a to employees and a public of approximately one million citizens regarding County issues and various programs and services, In response to this growing interest from the Board of Supervisors and the County Administrator, Human Resources conducted a survey of other county public information classifications and similar department-specific classifications in Contra Costa County to SNAL ffidbldftL a a determine the duties and appropriate salary structure for a Chief Communications Officer Exempts The Chief Communications Officer will coordinate a countywide public information program designed to keep the employees and the public informed about the operations and objectives of County government. RESULT OF NEGATIVE ACTION• am If this class is not established, the County will not be le effectively and pr actively keep the employees and the public of a growing complex and div se Co My informed. CONTINUED ON ATTACHMENT: SIGNATU le<'RECOMMENDATION OF COUNTY ADMINISTRATOR RECOMME TION SF BOARD COMMITTEE PROVE OTHER ACTION OF BO ZN 11/01/2005 APPROVED AS RECOMMENDED X_ OTHER somm"NX VOTE OF SUPERVISORS Addendum attached UNANIMOUS(ABSENT I HEREBY CERTIFY THAT THIS IS A TRUE AND CORRECT CG"- OF., AN AYES: 1. 1T, 11111- V NOES: IV ACTION TAKEN AND EIREREq ON ABSENTS ABSTAIN: THE MINUTES OF THE BOARD OF SUPERVISORS ON THIS DATE SWWNG Orig.Dept: Human Resources Department ATTESTED Cc: County Administrator0 C) Lori Gentles JOHN SWEETEN, CLERK OF THE BOARD OF SUPERVISORS AND COUNTY ADMINISTRATOR Q � By�� C�-� V*. TmlK--= �,` DEPUtVV MM2(10/88) Contra .. Human Resources Department costa Administration Building 651 Pine Street County Martinez,CA 94553-1292 DATE: November 1, 2005 TO: John Sweeten,, County Administrator FROM: Lori Gentles, Assistant County Administrator- Director of Human Resources SUBJECT: Proposal — Establishment of Centralized Internal Communications and Public Information Function The following report outlines proposed options for the establishment of a centralized internal communications and public information function. Background: On May 1, 2003, several County departments participated in a public awareness plan retreat. The purpose of the retreat was to develop a plan to increase public awareness and recognition of the County's role in providing essential programs and services for all citizens and businesses in the County. Supervisors Mark DeSaulnier and John Gioia, along with County Administrator,, John Sweeten, challenged the department heads/representatives to identify ways the County can become a more visible arm of -government, better inform citizens of County services, engender "good will" and support from the people we serve, and to "brand of County services as one of excellence and value. During the retreat,, participants developed a list of suggested methods to increase awareness of County programs and services to both the internal and external public served daily. The list was prioritized and implementation timetables were established. Unfortunately, due to budget constraints, the plan was not fully executed. In early 2005, interest surfaced from the Board of Supervisors to establish a centralized capacity to effectively and proactively communicate with employees and the public regarding County issues such as budget, labor negotiations, pension fund costs and various other programs and services,. Frequent, repeated and strategically communicated key messages from the CAO and Board of Supervisors; rapid, accurate, and coordinated responses to the media; accessible and multiple sources of information for employees and the public, are all ways to enhance or redefine our public image. The Board of Supervisors has encouraged the CAO to establish internal capacity to augment our current public information activities. John Sweeten Page 2 November 1, 2005 Approach: W Through a series of discussions involving the CAO, the Assistant County Administrator, Director of Communication and Media Relations, Human Resources, and departmental Public Information Officers, a survey of other County public information classifications, and a review of internal resources and documents, a general framework for a centralized communications function was established in 2005. A centralized communications function would provide opportunities for the County to: • coordinate key County messages • establish a strategic communications plan • develop and provide media training and protocols for management • market the County as an employer of choice and showcase its various programs, services and employment opportunities • enhance existing communication venues such as CCTV, the Internet and intranet A draft proposed classification for a Chief Public Communications Officer was created based upon the best components of the job descriptions reviewed from other organizations. The Chief Public Communications Officer encompasses a comprehensive scope of complex and multiple communication responsibilities with an emphasis on current and long-range communication strategies. Please note the draft classification can be enhanced or scaled back as deemed necessary to meet County needs. Consideration was given to how a centralized function would work in conjunction with department public information officers, Office of Communications and Media (OCM), the CAO and the Board of Supervisors. Initially, this class would be an addition to the existing communications and public information infrastructure and would: • report to the CAO • consult with the Board of Supervisors when necessary and appropriate • be independent of department Public Information Officers and OCM but have a mutually supportive and collaborative relationship Cost Prosection: The initial cost to establish and support a new position varies depending upon: • recruitment cost (internal vs. executive search firm) • equipment (office space, furniture, phone, computer) • salary schedule • support staff Contra Costa County Established: October 31, 2005 Class Code: ADS5 CHIEF PUBLIC COMMUNICATIONS OFFICER - EXEMPT Class specifications are intended to present a descriptive list of the range of duties performed by employees in the class. Class specffications are not intended to reflect all duties performed within the job. DEFINITION: Under general direction, plan, organize and coordinate a countywide public information program; to advise and assist top management in public information activities; and to do related work as required. DISTINGUISHING CHARACTERISTICS: This single position class is located in the Office of the County Administrator and is primarily charged with directing the activities of the Public Information Program designed to keep the public informed about the operations and objectives of County government. This work includes advising County management in the development and maintenance of effective current and long-range communication policies, plans and practices,, serving as a central source of information about the County and as an official channel of communication between the County and the public; bringing to public fa attention, through appropriate media, significant facts-, opinions, and interpretations which will serve to keep the public aware. The incumbent in this class is also responsible for training, advising and assisting the Board of Supervisors, department heads and other top officials in the development and maintenance of good public communication practices in their dealings with citizens and employees of the County. Supervision may be exercised over professional and support staff in the public information unit of the County Administrator's Office. This class is distinguished from the Director, Office of Communications and Media by the latter being responsible for all regulation issues regarding cable TV franchises in the unincorporated areas of Contra Costa County and its responsibility for supervising production of in-house cable TV programming and selected public information officers duties. W MANAGEMENT RESPONSIBILITIES. • Act as spokesperson for the agency before public groups, to the news media and to individuals making inquiries about County activities; • Coordinate media response for countywide issues, including but not limited to County budget, labor negotiations, activities of the Board of Supervisors, and as needed, issues pertaining to departments that do not have a designated communications officer; • Support the communication needs of the County Administrator; Chief Public Communications Officer-Exempt Page 2 • Attend meetings of the Board of Supervisors and of top management and advise on appropriate informational procedures and on significant actions and newsworthy events occurring within County government as directed; Increase the County's capacity to deal responsively and effectively with print and electronic media and with community groups; a Develop and distribute countywide media policies and procedures; a Provide and coordinate media training and coaching opportunities for members of the Board of Supervisors, Board staff, County Administrator and department heads; a Develop a strategic communications plan that enables the County to distribute appropriate information in emergency situations; a Develop and implement a County policy regarding the appropriate and consistent use of the County seal; a Coordinate communication activities and methods with departmental public information staff; a Establish media response and communication protocols; 0 Collaborate with the Director of Office of Communications and Media to market the County as a great place to live and work through the strategic use of CCTV, the County's public access channel and video production directed toward general or targeted publics; 0 Provide enhanced access to communication for citizens and employees through the website, print media, voice message marketing, etc.; 8 Coordinate and lead EPIO team in the Emergency Operation Center; a Review and approve the design and content of County publications including annual reports, informational booklets, posters, fliers, etc.; n Assist management officials in articulating their programs before live audiences through the use of visuals and communications instruction; N Prepare, edit and submit public information releases to newspapers, TV and radio stations and other news media; a Prepare the annual report of County government operations and special pamphlets and brochures about County activities and programs; a Establish and maintain an effective working relationship with members of the news media; 0 Study the public's knowledge and interests in various activities, services and objectives of County government; N Arrange tours of County facilities for students, visiting officials and community groups; 0 Maintain a speakers bureau on various County Services; a Establish a community information program on County government for the news media and for the schools, service clubs and community organizations; a Facilitate community understanding of and support for County programs and services; 0 Advise and assist County departments in the preparation of publications and internal communications media; John Sweeten Page 3 November 1, 2005 Annualized Salary: Chief Public Communications Officer Total Annual Monthly Annual Salary and Salary and FY 05-06 Cost Monthly Salary Benefit Cost Benefit Cost (9 months) 1st Step $6,859.98 *' $84,377.76 $126,566.64 $10,547.22 $94,924.98 Top Step $8,338.85 $100,1066.20 $150,099.30 $12,508.28 $112,574.48 Median $7,599.17 $91,1190.04 $136,785.06 $11,398.76 $102,588.80 Clerk-Experienced Level 1st Step $2,577.99 ** $31,709.34 $47,564.01 $3,963.67 $35,673.01 Chief Public Communications Officer and Clerk-Experienced Level Combined 1st Step $174,130.65 $14,510.89 $130,597.99 Top Step $197,663.31 $16,471.94 $148,247.48 Median $184,349.07 $15,362.42 $138,261.80 **Includes 5% Merit Increase after 6 Months Initial Start Up Cost: Chief Public Communications Officer and Clerk= Level Combined Recruitment Equipment Total In House $6,800 $6,000 $12,800 Search Firm $25,000 $6,000 $31,1000 *This does not include recurring costs (i.e., telephone,, cell phone,, supplies, voice mail, etc.) Using an Executive Search firm would increase the recruitment cost by more than half. Of John Sweeten Page 4 November 1, 2005 Conclusion. Establishing a centralized communication function for a complex and diverse County the size of Contra Costa and a population of approximately one million citizens is prudent and perhaps overdue. Effective, frequent and accurate information regarding the County's objectives and services is critical. Positive and mutually respectful relationships with the media are an avenue to help share our successes with the community. Knowledgeable and informed County employees become County ambassadors. A draft classification description outlining the typical responsibilities for the position of Chief Public Communications Officer is attached for your review. LG/ Attachments Chief Public Communications Officer—Exempt Page 3 MINIMUM QUALIFICATIONS: License Required: Possession of a Valid California Motor Vehicle Operator's License. Education: Possession of a baccalaureate degree from an accredited college or university with a major in public relations communications, business or public administration or a closely related field. Experience: Four (4) years of full-time or its equivalent experience directing a major public information program and supervision of professional staff in journalism or public relations and a bachelor's degree in public relations, journalism, or related field. Other combinations of experience and education that meet the minimum requirements may be substituted. KNOWLEDGE, SKILLS AND ABILITIES: Knowledge of: • The techniques of preparing, producing and disseminating information to the various news media; • The techniques and methods used in evaluating the effectiveness of a public information program; • The principles and techniques of establishing and maintaining effective public relations; 2 The functions of County government. Ability to: • Plan, organize and coordinate a comprehensive countywide public information program; • Write and edit articles for publication,, speeches, scripts for radio and television, correspondence for the signature of top management and reports; • Speak effectively in public; • Deal with persons of divergent views in a courteous, tactful and effective manner; • Compose news articles, speeches, radio and television scripts, reports, and letters. Department Approval: Date: Director of Human Resources: Date: POSITION ADJUSTMENT REQUEST S� ry NO. DATE MEN Department No./ DepartmentBudget( Unit No.. 3�Org No. la.ab Agency No. 3 Action Requested G� ttoN Uk V*\ 4 10� o v,PCi3k ^ �Y•�A�1P o �-e. The Sc�lir �� Che � t�Uu�ic�ft oo�s � cam.- F �S �317oposed Effective Date: " tl!LA p N e +msso.n Classification Questionnaire attached: Yes ❑ No*Cost is within Department's budget: Yes O No [R' Total One-Time Costs(non-salary) associated with request: $ 5' d n O Estimated total cost adjustment(salary/benefits,/one time): � Total annual cost &,00 0 Net County Cost $ O Total this FY $ .011oN.C.C.OG N.C.0this FY - 00- $ SOURCE OF FUNDING TO OFFSET ADJUSTMENTZZ207c COCIML:z log Department must initiate necessary adjustment and submit to CAO. Use additional sheet for further explanations or comments. )f (for) Department Head REVIEWED BY CAO AND RELEASED TO HUMAN RESOURC [aARTMENT �f1raP /- al,} dreq -od— U Deputy�ounty Administrator Date HUMAN RESOURCES DEPARTMENT RECOMMENDATIONS DATE 10/18/05 ESTABLISH the classification of Chief Communications Officer-,Exempt (ADS5) and ALLOCATE the salary of Chief Communications Officer-Exempt (ADS5) to 685 1918 (E6859.98 - 8338.35) and ADD one (1) position. i Amend Resolution 77/17 establishing positions and resolutions allocating degec to the Bas' Exempt s,431 ule. e Effective: ❑ Day following Board Action. ❑ (Date) j(f DireEthr- of Human Resources ADMINISTRATOR RECOMMENDATION DATE COUNTY Approve Recommendation of Director of Human Resources ❑ Disapprove Recommendation of Director of Human Resources . ❑ Other: ENDS (for) County Administrator BOARD OF SUPERVISORS ACTION: John Sw4la , Clerk of the Board of Supery isors Adjustment APPROVED ❑ DISAPPROVED ❑ and County Administrator DATE BY APPROVAL OF THIS ADJUSTMENT CONSTITUTES A PERSONNEL/SALARY RESOLUTION AMENDMENT POSITION ADJUSTMENT ACTION TO BE COMPLETED BY HUMAN RESOURCES DEPARTMENT FOLLOWING BOARD ACTION Adjust class(es)/position(s) as follows: ADDENDUM TO ITEM SD.4 November 1, 2005 On this day,the Board of Supervisors considered adopting Personnel Adjustment Resolution No. 19981 to establish the County Administrator's Office class of Chief Communications Officer, allocate it to the Salary Schedule,and add one position. John Sweeten,County Administrator,requested that the Board consider waiving the Better Government Ordinance to allow supplemental material distributed this day to be considered along with this item. Supervisor Piepho made a motion, which was seconded by Supervisor Gioia, to waive the Better Government Ordinance to allow the consideration of the supplemental material. The motion passed 5-0. Lori Gentles,Director of Human Resources, presented this item to the Board. She noted that the item was carried forward one week from the October 25,2005 meeting so that the Board could receive more information about the development of this position.While summarizing the material,Ms. Gentles noted that in the week since the item had last appeared before the Board, the title of the proposed position was changed from"Chief Communications Officer"to"Chief Public Communications Officer,"so that the position would not be confused with similarly titled Information Technology positions. Supervisor Piepho asked for more specifics on how this position will be integrated into the communications structure of the County. Ms. Gentles replied that one of the responsibilities of this position will be to set up the framework for the collaboration of information sources and for the way that information will flow. Mr. Sweeten likened the proposed position to a team captain who will work with all the involved parties on collaboration and making sure that information is correct. Supervisor Piepho expressed concern about how the County can make sure this position is developed effectively. Chair Uilkema suggested it may be appropriate to have the item return to the Board to review the development of the position. Supervisor Gioia said it is important to coordinate the County's efforts so that the public is better aware of the programs funded by the County. The Chair asked for public comment on this item. The following person provided testimony: Rollie Katz,,Public Employees Union Local 1, said that because of the County's budget problems currently being addressed at the bargaining table,he would request the Board ask if the County can afford this ADDEND UM TO ITEMSD.4 November 1, 2005 Page2 of 2 position; or,could the County accomplish the same thing with existing staff to negate the need for this new position. Supervisor DeSaulnier suggested the implementation of the position might be more problematic than is being alluded to. He said that while he will not support the item,he would like to see more details when this item returns to the Board.He suggested the use of"e-communications"has not been fully addressed. Supervisor Glover noted the 'importance of a strong communications structure in the case of an emergency. Supervisor Uilkema said that in addition to the importance of communications in emergency situations, it is also important to communicate well with the public in general about such County services as flu shots and the Health Insurance Counseling and Advocacy Program(HICAP). She said there are many services that the public is paying for that they can only use if they are aware they exist. She added it is likely there will be a need to redefine the position as time goes on. By a 4-1 vote, with none absent and Supervisor DeSaulnier dissenting, the Board of Supervisors took the following action: ADOPTED Personnel Adjustment Resolution No. 19981 to establish the County Administrator's Office class of Chief Communications Officer,allocate it to the Salary Schedule,and add one position;DIRECTED staff to return to the Board within 30 days time after the individual who accepts this position develops County policy proposals.