Case Studies: City of Oakland, Office of the Mayor
CHALLENGE: In 2006, KYS assisted then (former) Congressman Ron Dellums in his bid to become Mayor of Oakland. KYS brought message discipline to the campaign, edited together the text for the first political mailer and developed a multi-lingual T-shirt that became one of the most memorable of the campaign. In 2007, Stevenson, principal of the firm, joined the Mayor’s staff on an interim basis (6 months) as Communications Director to launch the Mayor’s Communications Office.
STRATEGY: KYS branded the Mayor’s theme of making Oakland a "Model City" throughout all communications activities. Stevenson managed day-to-day media relations for the mayor’s office: assisted the mayor with talking points for speaking engagements; coordinated (12) press conferences; published an Economic Development Status Report; edited nine Task Force Reports, each 20-40 pages in length (e.g., capturing recommendations from 800 Oakland residents who volunteered for 41 Task Force groups in the Fall of 2006); and launched the mayor’s website. KYS also engaged KTOP, the City’s cable television station, to cover and post, unedited, mayoral press conferences to the mayor’s website..
RESULT: The release of the political mailer, transcribed and edited from actual public appearances, was a turning point in the campaign. In addition to the above, during the first six months of the mayoral term, Stevenson managed crisis communications during a freeway collapse involving a truck, and a one-month garbage strike. The mayor received inquiries from other cities about the Task Force process; the final Task Force Reports described the process and provided guidance to the Mayor as he made decisions regarding the City’s direction.
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