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Scope of Work: Strategic Communications & Crisis Management Services The Merino Group (TMG) will be providing comprehensive media monitoring and crisis communications services for the City of Norwalk. This will include daily monitoring of traditional and social media, identifying emerging issues requiring response, and if necessary, proactively correcting misinformation. Under the present scope of work, “Crisis communications” is defined as specialized communications services activated during emergencies or unforeseen events, focusing on managing crises while safeguarding public safety.
The primary objective will be to deliver urgent, accurate, and clear information to control the narrative, address public concerns, and if necessary, guide the residents of Norwalk to essential resources. This service is distinct from general communications services, which focus on regular updates on city services and events. TMG may work directly with our general communications services in directing public information and using city communication channels to ensure the accurate delivery of facts to prevent confusion and ensure effective resolution of any crises.
Building on their monitoring services, TMG will provide strategic crisis management support across high-priority areas including homelessness, crime prevention, development projects, and environmental incidents. Their crisis response capabilities include 24/7 media relations, Spanish-language communications expertise, and rapid deployment of messaging across relevant channels. TMG may also prepare city leadership for media interactions and provide real-time guidance during emerging situations that impact community welfare.
This service may include:
Public Safety Initiatives
TMG will be maintaining critical contact databases, conducting targeted research, and coordinating with the Public Safety Department to ensure consistent and effective messaging to the community. These efforts enhance emergency preparedness, improve crisis response strategies, and ensure that public safety communications remain clear, timely, and aligned with community needs.
Community Improvement Projects
TMG will assist in the communication of the City’s planned execution of community development initiatives. By analyzing data and collaborating with municipal departments, TMG will help implement projects that address the challenges with housing density, 3 9
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limited parking, traffic mitigation to ensure the community is informed regarding the City’s new development projects and its mitigation efforts on these projects.
Public Engagement Initiatives
To strengthen trust and transparency, TMG may implement as needed, community outreach programs, including surveys and focus groups, that gather actionable insights on policing programs and municipal services. These initiatives provide Ccity officials with valuable feedback, enabling them to refine policies, improve service delivery, and address public safety concerns.
Litigation Communication Services
As the City of Norwalk faces litigation from the state of California, a strategic and disciplined communications approach may be essential to protect its reputation, inform key stakeholders, and maintain public confidence. This scope outlines the key deliverables and services required during the litigation process, ensuring messaging remains clear, consistent, and aligned with the legal strategy.
TMG will develop a strategic messaging framework, crafting key narratives that articulate the City’s position while mitigating potential legal risks. This may include talking points for City officials, a messaging guide for public-facing statements, and a set of FAQs to ensure internal consistency. Early coordination with legal counsel will align public messaging with the city’s legal defense.
•A comprehensive media relations strategy may be implemented. •Internal communications will be crucial to keep City employees, council members, and key stakeholders informed as a direct outreach to other stakeholders, including business leaders, community organizations, and advocacy groups. •Digital media, social media oversight, and digital engagement may be used as part of strategy development.
Housing Element
As California enforces its Housing Element requirements, Norwalk residents must be informed about how these mandates may impact the community.
To ensure a robust public information campaign, TMG may be tasked with the following:
•Delivering clear, accessible messaging across multiple media platforms. •Informational materials to explain the Housing Element process, outline the City’s concerns, and emphasize the importance of responsible planning. 3 9
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•Executing a strong media and public relations strategy under the direction of City administration.
The state’s housing development approach raises challenges about local control, infrastructure capacity, and public safety. This public information campaign will ensure that Norwalk’s position is accurately conveyed, empowering the community to stay informed and engaged.