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AGENDA
TEMECULA CITY COUNCIL
SPECIAL MEETING
CONFERENCE CENTER
41000 MAIN STREET
TEMECULA, CALIFORNIA
NOVEMBER 2, 2021 - 9:00 AM
CALL TO ORDER: Mayor Maryann Edwards
FLAG SALUTE: Mayor Maryann Edwards
ROLL CALL: Alexander, Edwards, Rahn, Schwank, Stewart
BUSINESS
Any member of the public may address the City Council on items that appear on the Business portion of
the agenda. Each speaker is limited to five minutes. Public comments may be made in person at the
meeting by submitting a speaker card to the City Clerk or Deputy City Clerk or by submitting an email
to be read aloud into the record at the meeting. Email comments must be submitted to
CouncilComments@temeculaca.gov. Speaker cards for in -person comments will be called in the order
received by the City Clerk or Deputy City Clerk and then, if time remains, email comments will be read.
Email comments on all matters must be received prior to the time the item is called for public
comments. All public participation is governed by the Council Policy regarding Public Participation at
Meetings adopted by Resolution No. 2021-54.
1. Conduct Media Relations Training Workshop
Recommendation
That the City Council conduct a media relations training workshop.
Attachments: Agenda Report
ADJOURNMENT
The next regular meeting of the City Council will be held on Tuesday, November 9, 2021, at 5:30 p.m.,
for a Closed Session, with regular session commencing at 7:00 p.m., at the Council Chambers located at
41000 Main Street, Temecula, California.
NOTICE TO THE PUBLIC
The full agenda packet (including staff reports, public closed session information, and any supplemental material
available after the original posting of the agenda), distributed to a majority of the City Council regarding any
item on the agenda, will be available for public viewing in the main reception area of the Temecula Civic Center
during normal business hours at least 72 hours prior to the meeting. The material will also be available on the
Page 1
City Council
Agenda November 2, 2021
City's website at TemeculaCa.gov. and available for review at the respective meeting. If you have questions
regarding any item on the agenda, please contact the City Clerk's Department at (951) 694-6444.
Page 2
Item No. 1
CITY OF TEMECULA
AGENDA REPORT
TO: City Council
FROM: Randi Johl, Director of Legislative Affairs/City Clerk
DATE: November 2, 2021
SUBJECT: Conduct Media Relations Training Workshop
PREPARED BY: Randi Johl, Director of Legislative Affairs/City Clerk
RECOMMENDATION: That the City Council conduct a media relations training workshop.
BACKGROUND: On July 14, 2020, the City Council approved its Race, Equity,
Diversity and Inclusion (REDI) Initiative. In Phase I of the initiative, the City Council indicated a
desire to conduct a media relations training. On July 13, 2021, the City Council approved an
agreement with NV5, at the recommendation of subcommittee members Mayor Edwards and
Mayor Pro Tern Rahn, to conduct the training. This workshop is being conducted as a result of that
direction.
FISCAL IMPACT: None
ATTACHMENTS: None
N V 5
City of Temecula
Media Training Workshop
November Z 2021
Gabriela.Dow@NV5.com (858) 735-2922
A form of specialized communications.
Media Training can help you to more effectively communicate
key messages about the City, projects and issues with and via
media representatives.
Training helps to prepare spokespeople, anticipate questions
and provide clear answers.
Preparing and rehearsing key messages can help to focus on
the main points the City needs to communicate to the public.
N V 5
• To improve your techniques and performance for public
speaking and for media interviews.
• To create clear, concise and consistent messages.
• To develop your effectiveness as a key spokesperson.
• To communicate key messages via the media in an
effective and believable way.
nhance the credibility and reputation of the City.
N V 5
• First step when a media engagement takes place
is to reach out to your City Manager.
• Gather as much information as you can before an
interview.
• Prepare in coordination with your City team.
• No surprises!
NVS�
What makes something newsworthy?
1. Timeliness: Immediate, current information/events are newsworthy
because they recently occurred.
2. Proximity: Local information/events are newsworthy because they
affect the people in our community and region.
3. Conflict and Controversy: When
violence strikes or people argue, we care.
Conflict and controversy attract our
attention by highlighting issues or
differences within the community.
NIV 5
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What makes something newsworthy?
4) Human Interest: We are
interested in other people and
identify with their struggles and
applaud their amazing feats.
5) Relevance: We are attracted to
information that helps us make
good decisions. If you like to cook,
you find recipes relevant. If you're
looking for a job, the business news
is relevant.
N V 5 AA
BAKED DOUGHNUTS RIVAL FRIED
Apple cider treats bring
apple orchard, farm
stand vibe to kitchen
BY ERIN JEANNE MCDOWELL
Light and fluffy, bursting with
tart cider flavor and boasting an
undeniable cinnamon -sugar
aroma_ Cider doughnuts are a fall
staple at apple orchards and
farm stands everywhere.
But these sweet beauties are
not Just the stuff of day -trip
dreams. They're achievable at
home with this flexible baked -
not -feed recipe that's perfect as
breakfast the deny afterThanks-
giving. or as a special treat to
mark the changing of the sea-
sons.
The batter is spiced with a
hefty amount of cinnamon to
amplify the cider — there's more
cinnamon in the sugary topping,
applied after baking — and nut-
meg. But other warm fall spices
could be added (linger, clove and
cardamom would all be welcome.
As would boiled cider in place
of the apple cider, While any kind
JONN KERNICK NY I
These baked apple cider doughnuts have a rich flavor that's
accentuated by the finishing touch of brushed melted butter.
of cider (spiced or classic, from a
blend of apples or a single vah-
ety) makes for a tasty doughnut.
boiled cider — cider reduced by
about a third until it's a maple
syruplike consistency — gives
this recipe a concentrated apple
flavor. You can buy it, or make it
yourselfby reducing 1!i, cups of
apple cider down to 1i. cup-( Cool
completely before using.)
SLL DOUGHNUTS • E3
x Defensiveness
x Criticism of reporter/media
X "Off the record" (anything is fair game)
Xi "No comment" responses
X Responses to speculative questions ("What if....?")
i� Responses on others' behalf
N V 5
Defensiveness — Responsiveness
Criticism of reporter/media —Utilize the media
"Off the record" (anything is fair game) — NEVER
"No comment" responses — Offer something
Responses to speculative questions ("What if....?") — Focus on Facts
Responses on others' behalf — Bridge back to YOUR message
N V 5
❑ Set Clear Objectives: Know how you want your
messages to motivate your audience.
❑ Determine Message Points: Have two -three primary
messages to convey clearly and strongly.
❑ Know the Topic: Demonstrate a thorough
understanding of the topic to enhance credibility.
N V 5
❑ Know the LATEST DEVELOPMENTF on a Topic:
Extra preparation is often needed in the era of 24/7 digital
communications and social media.
N V 5
❑ Understand the Media Outlet: Familiarize
yourself with the outlet(s) for which you will
be interviewed.
❑ Clarify the intent of the interview and ask
who else is being interviewed.
❑ What Do You Want the Audience to Do?
WHAT IS YOUR CALL TO ACTION:
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❑ Be Believable: Speak in a
conversational manner.
Be personal.
❑ Use Anecdotes and Examples:
Illustrate your points by including
facts, analogies and personal
experiences.
❑ Be Concise: State important facts
first and keep language simple.
Aim
,_,o > SARAH DAMS SENIOR ENVIRONMENTAL SPECIALIST
❑ Approachable is good.
❑ There is no "opinion."
❑ Absolutely no off-color or off -topic
conversation.
❑ Avoid banter and joking.
❑ Keep Your Language Simple: Skip the jargon. Instead, give examples,
use anecdotes.
❑ Pick Up the Ball and Run: Sometimes interviewers will be
uninformed about the topic. This as an opportunity to steer the
discussion toward your messages.
❑ Bridge: Questions will not always lead to your messages. Therefore,
it's important to "bridge" to your messages.
NiV 5
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❑ Bridge: Questions will not always lead to your messages.
Therefore, it's important to "bridge" to your messages.
Bridging ("What I can tell you...")
Redirecting ("The real question is...")
Focusing ("What's important here is...")
Reinforcing ("That's a great question...")
Repeating (key messages to fit any question)
❑ Energize and Express Yourself: Use hand gestures and facial
expressions to energize your interview.
❑ "No Comment" is No Good: You can convey the same
message in other ways: "We're trying to find out more
about the situation..."
N V 5
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❑ Don't "over -answer" — 30 seconds at a time.
❑ Address the question and work in a key message.
❑ Repeat the question if needed.
❑ It's OK to say "I don't know." Get help/answers.
V 5
❑ Correct Misstatements: Correct errors
ASAP in a courteous, professional
manner.
❑ Re -Do Answers: With taped TV
interviews, you are free to ask to "re-
do" an answer.
❑ If You Don't Know, Say So.
NVS
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Organization Positioning Messages
Common messages that need to be reinforced at every opportunity:
What is the City of Temecula's
Mission?
I
What is your position at the
City of Temecula and how do
you support the common
Mission?
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What are messages?
• Summarized information.
• Grounded in facts and data.
• Not "spin."
• Consistent communication.
• 3 to 4 key messages are ideal.
N V 5
The mission of the City of Temecula is to maintain a safe, secure, clean,
healthy, and orderly community; to balance the utilization of open space,
parks, trail facilities, quality jobs, public transportation, diverse housing,
and adequate infrastructure; and to enhance and revitalize historic areas.
The City will encourage programs for all age groups, utilize its human
resources, and preserve its natural resources while stimulating technology,
promoting commerce, and utilizing sound fiscal policy.
It is the City Council's resolve that this mission will instill a sense of pride
and accomplishment in its citizens and that the City will be known as a
progressive, innovative, balanced, and environmentally sensitive
community.
Who are we "messaging" to?
• Local Media
• Temecula Talk, Nextdoor
• Temecula Residents At -Large
• Businesses At -Large
• Planning Groups
• Community Groups
• Real Estate Groups
• Parenting/ School Groups
• Recreation /Sports Clubs
NIV15
Strategies when sharing project -specific messages
1. Clarity and consistency: For all ages.
2. Easy to follow: One to two sentence explanations.
3. Target -specific: Address location/audience-specific details.
4. Multiple communication channels: A briefing is just one way to
share and receive information. The public can find more details
online, and you can take questions to provide answers later.
NV15
,
Plan, prepare, rehearse!
• Never be asked a "new" question.
• Anticipate all personality types.
• Keep informational material handy.
• Role-play and rehearse.
• Take notes with the media and use comment cards with
the public for detailed follow-up.
N V�5
�
press for Success!
Men
✓ Wear a suit or sports jacket (avoid
black), with solid or toned -down,
contrasting tie.
✓ Shirt should be striped or solid (avoid
white). Keep jacket unbuttoned when
seated.
✓ Sit on the tail of your jacket (this helps
keep the lapel and collar straight).
NIV 5 AO
Dress for Success!
Women
✓ Solid or striped fabrics work well,
but avoid prints.
✓ Long sleeves and high necklines are
usually more flattering.
✓ Accessorize modestly with jewelry and
apply a little extra makeup.
N V 5 Ajj
Find the brightest YOU in Virtual Interviews!
✓ Figure out your best lighting.
✓ Brighten your area.
✓ Adjust your camera angle.
✓ Know where to look.
✓ Check the full frame.
Pu
Easy Trick! Use the camera on your phone to find
a location with the best lighting/background.
64,;
,
Defensiveness — Responsiveness
Criticism of reporter/media —Utilize the media
"Off the record" (anything is fair game) — NEVER
"No comment" responses — Offer something
Responses to speculative questions ("What if....?") — Focus on Facts
Responses on others' behalf — Bridge back to YOUR message
Handling Hostility
❑ Don't take it personally.
❑ Acknowledge frustration, feedback.
❑ Ask if there is a question that you can answer.
❑ Don't argue. Listen. Answer questions using key messages.
• Media outlet details (other interviews?)
• Be sensitive to deadlines.
• Live or taped? By phone, Zoom or in person?
• Front-page or side column?
• Can responses be provided via email?
• Background info (for you and the reporter).
• Rehearse key messages. Rehearse again.
N!V 5 Aj
Checklist Before Your Interview:
1. What do you know about outlet?
2. For TV & Radio: Is it live or taped?
3. What do you know about the
interviewer?
4. What is the format of the feature?
(Q & A, feature, news report, round -up, etc.)
NVSAi
Checklist Before Your Interview:
5. Who is the audience?
6. What are your key messages?
7. What are your three main points?
8. What examples or anecdotes do
you have to illustrate these points?
1
NVS�
Checklist Before Your Interview:
9. What facts/stat do you need to
dramatize these points?
10. What are the pitfalls — minefields?
11. What should you NOT be talking
about?
12. What do you want the audience to
do? "WHAT IS YOUR CALL fO ACTION?
N V 5 _
L
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Your Delivery Reviewed...
ENERGIZE. ANIMATE. PUNCTUATE.
BE SUCCINCT. BE POSITIVE.
KEY MESSAGES + FACTS vs OPINION.
NIV 5