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MILAGRO <br /> MEDIA STRATEGIES <br /> INNOVATE, COMMUNICATE, CAPTIVATE <br /> PROPOSAL FOR A PUBLIC RELATIONS SUPPORT PROGRAM <br /> City of Santa Ana-Strengthening Crisis Communication and Public Information Capabilities <br /> Prepared for., City Manager's Office and Santa Ana City Council <br /> Date:June 2025 <br /> 1. Executive Summary <br /> This proposal outlines a strategic public relations support program designed to enhance the City of <br /> Santa Ana's public communication capabilities, particularly during times of crisis.The program's <br /> objective is to provide supplemental expertise and bandwidth to shape, execute, and scale the <br /> City's communications strategy in ways that support and empower City staff and elected officials <br /> as the primary public-facing voices. <br /> Recognizingthat communication expectations have evolved—especially during fast-moving or <br /> sensitive events—this program will help the City maintain consistent, accurate, bilingual <br /> messaging across platforms at a frequency and responsiveness that internal resources alone may <br /> not be able to achieve. <br /> 2. Program Goals <br /> 1. Strengthen the City's Crisis Communication Framework <br /> Establish clear protocols, tools, and messaging systems for rapid and coordinated public <br /> communication. <br /> 2. Enhance Public Trust and Transparency <br /> Ensure residents receive timely, accurate, and accessible information, especially during <br /> emergencies or moments of uncertainty. <br /> 3. Scale Messaging Support During High-Demand Periods <br /> Provide surge capacity for communications support to match the pace of events, including <br /> evenings, weekends, and crisis-response windows. <br /> 4. Support and Empower City Leadership <br /> Equip staff and elected officials with messaging toolkits, media training, and coordinated <br /> content that reflects unified, confident leadership. <br /> MILAGRO MEDIA STRATEGIES <br />