While newspapers and radio are viable communication tools and are used for advertising municipal business “on occasion,” city administration believes it can reach a larger audience through digital advertising.
Using all available platforms to communicate with residents is one plank in the City of Moose Jaw’s communications policy. Historically, local advertising options were restricted to newspapers and radio, with some municipal and provincial policies still reflective of that time, a city council report explained.
To modernize how the municipality advertises, city council voted unanimously during its March 8 regular meeting to have city administration bring forward amendments to the public notice policy to allow digital advertising options.
“Certainly, newspaper and radio are still in the toolbox and we use them on occasion or when the audience fits that need,” said city manager Jim Puffalt. “Modernization absolutely, but we still have a foot on each side of this divide … .”
Policies and guidelines
Craig Hemingway, communications manager, talked about the municipal and provincial policies that guide city hall in what it must advertise in newspapers and what it can post online.
He pointed out that city council last changed its public notice policy in February 2018 after the Times-Herald shut down. The policy indicated then that notices must be published in a newspaper seven days before council discussing the matter.
City hall must follow the provincial government’s Planning and Development Act, 2007 when dealing with some advertising public notices, Hemingway continued. When considering any proposed adoption, amendment or repeal of a bylaw, municipalities must advertise for two straight weeks in an area newspaper.
However, other advertising options exist for city hall to promote matters such as programs, services, construction, or traffic disruptions. This includes paid platforms such as digital/websites, radio, newspapers, and billboards, and city-owned platforms like its website, app, social media, electronic signs, static signs and video.
Hemingway highlighted a survey the city hosted on its website in 2018 that asked users how they preferred to receive information. Of the 309 respondents, 66 per cent said the city website, while 22 per cent said newspapers.
“In 2020, the advertising for matters that we are discussing here for public policy was a little less than $2,000. So, we are not talking a massive change to how the city allocates funds with this recommendation,” said Hemingway.
“But, as technology changes and our residents change how they consume information, it is important for us as a city to adapt, understanding that digital platforms are only going to become more prevalent in the future. So our recommendation is to make our public notice policy more inclusive … .”
Council discussion
It’s not surprising that most survey respondents said they wanted their information online, considering city hall posted the survey online, said Coun. Heather Eby. If 309 people responded to a survey via the newspaper or radio, most would likely say they want their information through those mediums.
“In our attempt to modernize, let’s not forget the people who are not there yet … ,” she added.
Coun. Crystal Froese thought 309 respondents was a low number. She pointed out that the municipality held a traffic survey years ago and received almost 1,000 replies.
Surveys are like social media, in that they can be widely shared if they catch people’s attention, Hemingway replied. This survey was the high-water mark for budget-related questions; in comparison, a parks survey about trails received 500 responses, while an accessibility survey received fewer than 100.
Froese acknowledged that communications methods are changing, while this matter is about modernizing policies. However, she didn’t want council to forget residents who were not on social media, were not digitally inclined, and relied on newspapers or mail for information, considering council also wanted these people’s opinions.
The next regular council meeting is Monday, March 22.
