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4. Key Deliverables: Communications <br /> • Audit Summary Report <br /> • Santa Ana Crisis Communications Playbook <br /> • Message Framework&Multilingual Toolkit <br /> • Plug-and-Play Emergency Message Templates <br /> • 24/7 On-Call Crisis PR Support <br /> • Media-Training Workshops (2 sessions) <br /> 5. Roles &Responsibilities <br /> Role Responsibility <br /> City Staff&Council Serve as public messengers; provide approvals and context for <br /> messaging. <br /> PR Consultant/Agency Lead strategy, content development, real-time response, and <br /> media monitoring <br /> City PIO/Communications Coordinate with departments, execute postings, and monitor <br /> Team resident inquiries. <br /> IT/Web/ Emergency Ops Ensure messaging is published across official channels promptly. <br /> 6. Evaluation Metrics <br /> KPI (Key Performance Indicators) Target <br /> Message Deployment Time (from incident to <br /> 90 minutes <br /> public release) <br /> Website and Alert Traffic During Crises 1,000+ Unique visits per 24 hours during active <br /> periods <br /> Social Media Engagement 20% increase in shares/engagement during key <br /> updates <br /> Councilmember&Staff Feedback 90% satisfaction with support tools and PR <br /> response <br /> MILAGRO MEDIA STRATEGIES <br />