City Enlists PR Firms to Shape Local Perceptions and Media Narratives

In Sedona, public meetings reveal a growing concern among City Council members regarding how well the community understands city programs and policies. Despite having an internal communications department, the city is exploring external assistance to enhance public engagement.

The communications and tourism department employs six staff members. This merger aims to bridge tourism and communication, emphasizing responsible usage, as highlighted by Tourism Manager Andrew Grossman. However, a recent community survey reported that 55% of residents feel uninformed about local issues, with 59% believing the city lacks transparency.

Further highlighting these concerns, the FY25 budget indicates that 34% of city employees are dissatisfied with internal communication. The budget for the communications and tourism department is set at $2,586,110, covering salaries for key personnel. This includes Communications and Tourism Manager Lauren Browne at $117,096, and Tourism Manager Andrew Grossman at $108,035.

In FY23, the most recent data indicates the department’s efforts garnered 1,129 Facebook followers from Sedona residents and 3,267 on Instagram. Although they issued 126 press releases that year, this number is expected to decrease to 105 in FY25.

Additionally, the city has contracted with multiple public relations firms, most notably Beta Public Relations of Flagstaff, which has secured 14 contracts over the last four years. Noteworthy projects include managing public perception for various infrastructure projects and community outreach efforts, with costs ranging from nearly $9,000 to over $53,000.

Other firms have also partnered with the city. Southwest Decision Resources is overseeing a Community Plan update, while Front Burner Media develops a communications plan. Furthermore, Sedona Now Media has been instrumental in promoting responsible tourism through local cable commercials.

As these strategies unfold, Sedona’s officials acknowledge the need for a more effective communication framework. The aim is clear: to foster a better-informed and engaged community.