Prepared for: SSA Executive Team Prepared by: Office of Public Affairs and Community Relations
TABLE OF CONTENTS
Understanding of Need COVID-19 Internal Communications Components Phase 1: Communications Planning and Approval
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Proposed Campaign Taglines for Agency Executive Team) (AET) Consideration
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One-Month Electronic Messaging Campaign
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COVID Message of the Week
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Phase 2: Communications Implementation
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Communications Implementation Timeline
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Sample Collateral Materials A. Flyer (11x8.5” / landscape orientation): HUMS tagline
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B. Poster (11x17” / portrait orientation): HUMS tagline
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C. Postcard (8.5x5.5” / double-sided): “Personal actions” message
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COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
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UNDERSTANDING OF NEED Employees need and want regular communication in times of crisis like the coronavirus pandemic. Staff welcome guidance, leadership communications, and support to successfully navigate their ever-evolving work landscape. Targeted communications equip staff with the information needed to address issues related to their physical and mental well-being along with that of their families. This document sets forth a communication strategy designed to inform, support, engage, and reinforce leadership’s message and measures to protect staff as they carry out their responsibilities as public service employees. The goals of this communication strategy are to impact professional and personal behavior and to encourage individual accountability to slow the spread of COVID-19. Consistent and targeted communication in times of crisis serves an invaluable purpose, not least of which is reassurance to staff who may feel unsettled by current events. Targeted communications can lessen feelings of angst and isolation by reinforcing and reiterating that no one stands alone in times of crisis. Finally, thoughtful communication can help to cement solidarity and shared responsibility among Social Services Agency employees.
COVID-19 Internal Communication Components •
2-Three to five minute targeted video messages from the Agency Director
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Director’s clarifying COVID regulatory emails
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Video Q&As from Agency leadership
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COVID-19 Message of the Week
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Self-care and wellness messages (insert link to Be Well Newsletter)
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HCSA, County and Agency operational updates
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Telework/Telecommute helpful hints for success (i.e. meeting etiquette, designated work space)
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COVID-19 Basics - handwashing, masking (County mask video), stay-at-home protocol
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Promoting HCSA COVID-19 local resources, vaccination information and protocol (i.e., videos, informational bulletins, Countywide messages)
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Staff support survey
COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
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PHASE 1 – Communications Planning and Approval Proposed Campaign Tagline for AET Consideration SSA HUMS the Same COVID Tune: H – Hand Hygiene (Hum a tune for 20 seconds) U – Understand Your Role M – Mask Up, Gear Up S – Social Distance, Sanitize, Save Lives The campaign tagline will be included on all forms of internal messaging.
One-Month Electronic Messaging Campaign •
The communications strategy is designed to roll out over a one-month period and will be supported by printed collateral materials. This may include materials such as flyers, postcards, social media content, website content, video content, and planning and messaging documents. Printed documents will be displayed strategically in Social Services Agency (SSA) locations in highly frequented employee areas including restrooms, building entrances, and elevators.
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Additional message content will be developed or updated as County COVID19 pandemic situational awareness dictates. There are core tenets of the messaging platform that will consistently be reiterated and reinforced throughout the campaign (e.g., hand washing, masking, social distancing, stayat-home protocol).
COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
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COVID Message of the Week Week 1
• Personal actions have professional implications. • The precautions you take away from work are just as important as those taken while on the job. • Your work family deserves your attention too. • Health and Wellness, preventative measures
Week 2
• COVID-19 Travel Kit – always be prepared wherever you are. • Build a mobile personal COVID-19 Kit: Sanitizer, reusable or disposable mask, gloves, sanitizing wipes to clean frequently touched surfaces (e.g. transit handrails, car steering wheel and interior door handles) • Replenish supplies to avoid being unprotected.
Week 3
• Conversations have consequences in a COVID environment. • Always stay at least 6 feet away during conversations every day. • Stand 6 feet away from a colleague’s cubicle and their person during personal interactions. • Outside does not mean out of the woods.
Week 4
• Masks are only effective if you make them work for you. • Mind your mask manners. • All masks are not created equal. • Know when your mask has given all it can. • Reintroduce County mask video.
COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
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PHASE 2 – Communications Implementation Implementation will be modified based on AET review and feedback and as we identify needs and opportunities during the planning and review process: ●
Creation of Printed Collateral: The Office of Public Affairs (OPA) will develop collateral materials for AET review and sign off. Engaging, unique COVID-19 materials will be created to engage our key audience. Messaging will be empathetic and inclusive.
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Development of Video Content: OPA will work with department staff (as identified by Assistant Agency Directors) to create compelling visual content. Videos, photo montages, and personal stories will be used to engage staff and raise internal awareness of core messaging centered on personal responsibility. OPA will work with TACT to develop original video content designed to raise internal COVID-19 awareness through staff video testimonials hosted on the SSA intranet. Video content will only be hosted on the SSA intranet. Note: Actual employees to be interviewed will vary – images included for conceptual / placeholder purposes only.
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Development of Social Media Campaigns: OPA will create ongoing social media content, compelling graphics, GIFs, and advertising to communicate a broader message.
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Device Home Screen Messaging: Similar to current assessment and awareness efforts like the Daily COVID-19 Assessment questionnaire that auto-opens on an employee’s electronic device, home screen pop-up messages or surveys can highlight important information and issues. These communication tools can serve to reinforce leadership’s message of workplace support, resources, and personal care. View a video preview of mock Desktop Survey COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
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Communications Implementation Timeline OPA proposes the following implementation timeline. Please note that dates are contingent on AET final approval at each phase. Phase One: Content Development and Review January 2021 Once Communications Strategy receives final AET sign-off, allow 2 weeks from approval date for content development.
• Meet with OPA staff to flesh out messaging content and collateral materials. • Submit collateral materials for AET review and approval.
Phase Two: Communications Implementation February 1, 2021 – June 30, 2021
• Provide varying levels of COVID communications support to staff
COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
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Sample Collateral Materials A. Flyer (11x8.5” / landscape orientation): HUMS tagline
COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
7 B. Poster (11x17” / portrait orientation): HUMS tagline
COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
8 C. Postcard (8.5x5.5” / landscape orientation, double-sided): “Personal actions have professional implications” message.
COVID-19 Internal Communications Strategy Office of Public Affairs and Community Relations | January 2021 | Version-1
