I've Glimpsed the Future of Local Government Communications

And boy howdy, am I encouraged about the state of the profession

Attending the Texas Association of Municipal Information Officers (TAMIO) conference earlier this month left me incredibly optimistic about the future of local government communications. The energy was palpable, and for good reason: our profession is not only growing but also thriving with fresh talent and innovative ideas.

One of the most heartening observations is the influx of young professionals into the field. It’s encouraging to see so many more cities recognizing the value of a dedicated communications staff — even if it’s only one person. These newcomers bring a wealth of knowledge and a passion for their work that is truly inspiring. Their enthusiasm and fresh perspectives are exactly what we need to keep pushing the boundaries of effective citizen engagement and transparent governance.

At the conference, Cooksey Communications shared top-line results of a recent survey of local government communications professionals. The findings offered valuable insights into the current state and future direction of our field. As we continue to navigate the challenges and opportunities that come with our roles, it’s clear we are collectively moving toward a brighter and more connected future.

In this edition of Good Government Files, I’ll share some of the highlights from the conference, including stories of the rising stars in our profession and key takeaways from the survey. It’s an exciting time to be a part of this community, and I’m eager to explore how we can all continue to learn and grow together.

Highlights

There were more than 130 first-time attendees, and more than 400 total, who came to San Antonio for the conference. The enthusiasm was infectious. A couple of killer keynotes by J.B. Sauceda, the new host of the legendary Texas Country Reporter travelogue, and radio legend Sonny Melendrez inspired the room. Sauceda shared how great photography can tell the story of a place in new ways, and encouraged the audience to play to the Texas mythology and “be bigger than what you are.” Sonny’s life story demonstrates the power of intentional enthusiasm, as his focused passion took him from the poor neighborhoods of San Antonio to community-focused promotions that have raised more than $100 million for non-profits across the country.

The messages were spot-on as more smaller cities have hired communications professionals. It’s a trend that started a few years ago and is an important development for good governance. Many political observers lament the loss of local newspapers to provide residents with a picture of what’s going on at City Hall. As a former ink-stained wretch, I share that lament. But the local paper isn’t doing a better job of communicating what’s going at City Hall than many of the professionals attending the conference.

Many of those “small-town” PIOs are doing incredible work. There were awards given for “Best Small Shop.” My god, have a look at what the winning cities submitted for the award. The winner, the City of Hurst (pop. 40,413), spearheaded a video series spotlighting local businesses, put together a successful program to recruit workers for its utility department, helped with an internal program to improve work culture, and developed a full-blown strategic communication plan. All in one year! Take a bow, Kara McKinney.

I attended a session on small shops and social media, which turned out to be less about social media and more about navigating the role of a communications professional in organizations unaccustomed to having one. How I wish I could have attended the session led by Frances La Rue of the City of Anna (pop. 20,243) and Mikaela Hall of the City of Alvarado (pop. 6,225) when I started my career as the first communications staffer for the City of Round Rock back in 1998. They talked about learning to say no and playing to your strengths. And letting the powers that be — and everybody else on the team — know that YOU are the subject matter expert when it comes to communications. You may not know how to fix the dang road, but you sure as (bleep) know how to tell the public about it.

Mikaela and the City of Alvarado’s video on fixing the dang roads won two awards at the conference, including first place for best marketing public service announcement. Frances and the City of Anna took home four awards, including two first-place honors. Both were up against much larger cities. Did I mention Frances also runs the TAMIO book club, which held a meet-up at the conference? Savvy marketer that she is, Frances promoted it on the TAMIO Facebook page during a networking break at the conference.

Frances La Rue, promoting a discussion on "Be the Unicorn." The book explores 12 habits that separate the best leaders from the rest. She’s putting those lessons to good use in Anna, Texas.

For newcomers seeking advice on thinking outside the box, the session titled “What’s the Big Idea? How to Imagine, Develop, and Execute Innovative Ideas” was invaluable. Megan Nelson of the City of Canyon (pop. 15,771) talked about the “Don’t Flush This” Spotify playlist she created — inspired by this hilarious City of Garland video — to remind residents of the things that don’t belong in the toilet. Obvious ones are Grease, Bags and Paper Towels — these are links to actual songs, people — while less obvious ones are Toys, Boxers and Dirty Laundry. There are 36 tracks on this list! It continues go grow as Megan hears from the wastewater staff about what floats in at the treatment plant. (She’s currently looking for songs about hammers and cameras. Sigh.) And it’s not just clever as all get out, it’s effective, too. Local radio stations picked it up, and the playlist has received 135,000 impressions so far. Did I mention that earlier this year, Megan promoted the profession to the next generation of potential government communicators at West Texas A&M University, her alma mater?

Megan let college kids know government communications doesn’t have to be boring.