Avoiding Media MassacresTerry Stanton

Public Information Officer

Michigan Department of Treasury

State Effort to Recoup Homestead Taxes Falters-Detroit Free Press

State Needs to Identify Improper Tax Exemptions-Battle Creek Enquirer

Residence Tax Plan is a Flop-Grand Rapids Press

Communication Review Group(CRG)

The objective of Treasury's Communication Review Group is to improve the quality, sensitivity, and clarity of messages sent to the public. 

Determining Scope of Review Target audience/special interest group

negatively impacted? Target audience/special interest group

sensitive and/or vocal? Negative response is expected Communication is complicated Response will greatly impact several areas

within Treasury Additional resources may be required to

manage response

Determining Scope of Review (Cont’d) Communication/response is time-sensitive

and/or may involve a consequence Confidential or sensitive information is

requested from recipient Communication will have a large

distribution Data used to send communication has low

reliability Communication is politically sensitive Budget/revenue is affected

CRG Timeline and Narrative

Four Weeks to Implementation

When a new or revised program is developed, the program administrator or manager is responsible for initiating the Communication Review process.

CRG Timeline and Narrative (Cont’d)

Three Weeks to ImplementationThe program administrator reviews the

proposed communication and completes a Program Process Checklist and a Notification Checklist.

CRG Timeline and Narrative (Cont’d)

Three Weeks to ImplementationCRG Administrator assembles internal focus

group (cross section of Treasury staff) to review grammar, tone, reading level, etc.

Focus group recommendations to CRG Executive Committee.

CRG Timeline and Narrative (Cont’d)

Two Weeks to ImplementationCRG Executive Committee reviews package,

checklists, and report from Internal Focus group.

Executive Committee determines whether to return package to the Program Administrator for implementation or forward to the full CRG for further analysis.

CRG Timeline and Narrative (Cont’d) One Week to Implementation

Package is transmitted to the full CRG for review. CRG either:1) Approves the package as submitted

2) Returns the package to the Program Administrator with corrections

3) Cancels or postpones project

4) Assembles an external focus group* for further review

CRG Timeline and Narrative (Cont’d)

*External Focus GroupAn additional two weeks is required for this

process. The CRG determines composition of the focus

group and submits communication for comment.

CRG makes recommended changes and returns package to Program Administrator for implementation.

Avoiding Media Massacres

Terry Stanton

Public Information Officer

Michigan Department of Treasury