Developing a public information and community relations strategy in a county, social service agency

This case study documents the innovative efforts of a county social service agency in California to address its capacity to gather and disseminate information relevant to its mission and the needs of the community. Based on in-depth interviews and focus groups with representatives of model public information (PI) programs and local community-based organizations, senior county staff, and local opinion leaders, five key elements of an effective PI program were identified and include: (1) establishing a formal PI function, (2) strengthening internal communication, (3) developing external communications infrastructure and strategy, (4) expanding community relationships, and (5) implementing multiple communication strategies. (C) 2001 by The Haworth Press, Inc. All rights reserved.