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HomeMy WebLinkAboutPS 2017-03-20 Item 2B - Discussion - Safewise Report Update with Allison + PartnersCity of Tukwila Allan Ekberg, Mayor INFORMATIONAL MEMORANDUM TO: Public Safety Committee FROM: Rachel Bianchi, Communications and Government Relations Manager CC: Mayor Ekberg DATE: March 16, 2017 SUBJECT: Combatting Misinformation ISSUE For the past few years, "Safewise" has released a report wrongly indicating that Tukwila is one of the "most dangerous cities" in the United States. In anticipation of another such designation, the City is working with Allison + Partners to develop a strategy to refute the report. BACKGROUND After additional research on "Safewise" we determined that it is not an actual company but linked to a marketing firm called Clearlink Technologies, LLC, which has a maxim of "We help brands create customers." Staff had discussions with people working in public affairs, public relations and crisis management on the situation and it was suggested that we develop an integrated approach to combat the misinformation disseminated annually by "Safewise." Due to work load, we have engaged with Allison + Partners' Crisis Communications Team to assist in developing a package that we can use with local media to disprove the "Safewise" report. Included in this effort will also be media training for elected officials. The budget for this effort will not exceed $10,000 and is coming from existing Mayor's Office resources. RECOMMENDATION The discussion at Committee is for information only, though Councilmembers; will be invited to participate in a media training on the issue so that everyone is well-versed in the messaging being developed. ATTACHMENTS Allison + Partners memo and scope of work We 50 February 7,2017 To: Rachel Bianchi, City ofTukwila From: Allison+Partners Subject: Combatting Tukwila's label as one of the "Most Dangerous Cities" Thank you for the opportunity to provide the City of Tukwila our initial recommendation based on our understanding of the situation the City is currently facing and an overview of how AUi5On+Partn2r3 approaches these challenges. We'd vvel[Onle the opportunity to walk you through our approach and determine how we can best assist the City of Tukwila. TFIESA-UA-riON For the last several years, 3 report issued by Saf8VVise has put Tukwila on "The 30 Most Dangerous Cities in America" and in 2016, the report had Tukwila topping the list. However, this depiction of Tukwila not only doesn't tell the complete story, it paints a dire and inaccurate picture of crime in the city. |n reviewing past coverage, some outlets include, aoa footnote, that the FBI cautions against using Uniform Crime Reporting Statistics to rank municipalities noting that "incomplete analyses have Often created misleading perceptions which adversely affect geographic entities and their residents."' in fact, the F0 notes that "crime is 8 5OCiOlOgiC8l phenomenon influenced by a variety of factors, the FN discourages ranking the agencies and using the data asa measurement of law enforcement effectiveness. " z While on the surface, SafrWise bills itself aS "your source for Home Security and Safety advice," it i4 according to its Vvvn privacy policy, a part of[|earUnk Technologies, LLC, o wholly owned subsidiary of Sykes Enterprises, |nc,d/b/avvvvvv.saf8vvise.corn.a This |inktoOearUnkisimportant to note, asC|ear|ink a marketing agency's maxim is "We help brands create custonners. "' The reports are creating a sense of fear and a marketplace for home security systems. In reviewing the media coverage from the release of previous years' reports, some of the details in the report were refuted by the City, but were Often lost under the sensationalized headlines. It's these headlines that are helping drive the misperception of Tukwila. It could be argued that these misperceptions are creating sales for Saf2VVise security systems. While many Ofthe details of the report have been refuted and additional positive information, such as the 56 percent z � ^ reduction in residential burglaries and the City reaching 15-year low in robberies, has been included, the headlines are still taking center stage. OUR RECOMMENDATION It is our recommendation that the City of Tukwila take a more proactive approach. It i5 1O be expected that this report will once again be released, and will once again use incomplete analysis tn generate sensational headlines. Following are our recommended next steps: • Work with City staff to develop a complete story that not only refutes the claims of the Saf2VVi58 report, but goes one Step further to tell the Story ofTukvxi|8'5 efforts and successes in reducing crime. ` • Create a "fact pack" that details the City's gains and provides insight into the data being used bySaf8VViSe. • Work to coordinate interviews and/or information sessions with elected officials, |avv enforcement, etc. to fully tell Tukvvi|a'5 story. The exact approach would be determined after conducting additional due diligence, but would focus Ongetting Tukvvi|a's story out ahead of the report. • Prepare materials and approach to refute the misinformation that we'd expect based on past experience to be included in the report. This would likely include developing a holding statement, talking points with key data points and a proactive outreach to reporters with the release of the report. • Conduct media training for key spokespersons, including but not limited to the Mayor, Chief of Police, Cnundlnnenobers and other key staff JS appropriate, on hOvv to conduct effective print and broadcast interviews to get your key messages pulled through into media coverage. COS[STRUC 1"URE Based 0n our past experience, vve estimate the cost b] complete this work would be between $7,000 and $9,0UUtU complete all the elements previously outlined. We'll certainly work with you on ways to reduce costs without minimizing effectiveness. Fees will be billed hourly (David Marriott - $350/hour, and Kri3ti England - $310/hour) with out of pocket expenses billed separately. We're looking forward to working with you and the team. OUR PEOPLE When a reputation risk occurs, AlliSVn+PartD2rs' senior team of dedicated professionals is ready to protect, defend and advance our clients' reputation and business interests. We've managed Crisis and issues for some of the world's largest companies and high profile individuals across a broad range Of industries and situations. From high visibility litigation, product recalls, labor issues, C-suite changeovers and everything from airline disasters to corporate rna|feasance — vvhenareputatiOnchallenge arises, A||i5On+Partner6i5 the team you want in your corner. David Marriott, Managing Director - Reputation Risk and Kristi England, Senior Vice President (bios attached) will serve asthe dedicated team for the City ofTukwila. David M. Marriott specializes in crisis management, crisis communication, labor communications, litigation support and media training. Marriott is a 40-ve8r public relations professional, nationally accredited by the Public Relations Society of America, and a member of its Counselors Academy. His career spans broadcast jOurn3|i5nn, politics, corporate and agency public relations. Marriott is 8 recognized expert in the field of crisis [D3O8genO2nt/rh5is COnlDluDiCatiOD who has written articles and lectured extensively on the subject. He has been involved with product [eCa||5' labor strife, corporate takeovers, environmental issues, airline disasters, numerous lawsuits and 3 variety of other highly visible issues; among them the crash of Alaska Airlines flight 261 and most recently, the case of Amanda Knox. He has prepared clients for appearances on 60 Minutes, 20120, Nightline, CNN,, Geraldo Rivera and many other news magazine programs. Marriott is 3 former Ernrny-winning te|evSinn news reporter for Seattle's CBS affiliate, K|RO-TV. He was also press secretary for former Seattle Mayor Wes Uhlman. He held corporate communications positions in the region before joining the consulting side Ofthe business where he has run four successful CU[DrnuniCatiOnS consulting firms. Marriott's experience as an award-winning broadcast journalist and as a corporate spokesperson puts him in high demand as media-training consultant and specialist, and as corporate issues strategist. Marriott was recognized by his peers for his outstanding career and accomplishments in public relations when the Puget Sound Chapter of the Public Relations Society of America awarded him their PR Professional of the Year award for ZOIl and for 2001, and the )ay Rockey Lifetime Achievement Award in2O13. H2 also has been inducted into the University Df Washington School Of Communications Alumni Hall Of Fame. He was most recently named a Marketing Immortal by Marketing in3O16. Marriott is active in the community. He currently serves as a member and past president of the Centrum Foundation board, past chair of the Seattle Center Advisory Commission, and a member and Public Policy [onnrnbtee Chair of the Seattle Repertory Theatre board of trustees. He has also held board positions with Earshot Jazz Society, University of Washington, SChO0| Of Music Visiting Committee, the Seattle King County chapter of the American Red [noSS and was a founding nnernhgr of the Seattle Police Foundation board of trustees. He is also a founding member and past president Of the Seattle Chapter 0f Marketing Communications Executives International. He is also past president of the Puget Sound Chapter of the Public Relations Society of America, former Assembly delegate, former district chair and former member of the PRSA Ethics Committee. Marriott i5 former chairman and past president Of Pinnacle World Wide, a network of 60 independently owned firms in 40 countries KRISTI ENGLAND Khsti England specializes in corporate communications, media relations, public affairs, crisis communication and reputation management. England has more than 20 years of experience 85 a communications and stakeholder relations professional. England specializes in strategic communications for a diverse array of clients and issues, including food and beverage, education, transportation, extractive, energy, health care, and pharmaceutical industries. Her Career includes politics, not-fopprofits, and agency public relations. England iS8n authority on developing initiatives and programs that protect, uphold and further clients' brand and reputation while protecting its business and operating interests. She has been involved with J number of highly charged issues including labor issues, environmental issues, 8S well as corporate boycotts and protests. Her work has included leading community engagement efforts following a deadly pipeline accident, and management of a national initiative and serving as spokesperson for leading pharmaceutical company's patient assistance program. She was also integral in developing and executing a comprehensive corporate communication strategy for an international mining company designed to mitigate issue and reputationa| risks tVthe project and the company, including the preparation and execution of crisis protocols designed to protect an agreement between the client and its government and corporate partners. England i5an expert iD working with diverse communities and developing engagement strategies that meet both the client's strategic goals and the community's needs. Her diverse experience in external and internal communications campaigns that 3rnp|if« mission-critical narratives and messages, and expand stakeholder and influencer relationships puts her in demand asan issue- focused strategiStandconsu|tant. England is an active member of the community and currently serves as a president of the Seattle Public Library Board of Trustees and liaison to The Seattle Public Library Foundation. She also volunteers with the LaGrant Foundation and the MIT Enterprise Forum Northwest. She's also held board positions with the Trade Development Alliance of Greater Seattle, Water 11t international and Seattle Works.