I read an Elmhurst Patch article last week that said the city of Elmhurst is going to hire a marketing and communications coordinator. On the surface, this sounds like a nice gig for whoever lands the job. You get $75k per year to work essentially as a public information officer and serve as a liaison between the city and various groups and organizations. (I've always wanted to be a "liaison", by the way - partly because it sounds like I'm "connected", but mostly because I just love the sound of the word). You inform people of emergencies, promote new businesses, spread the word on upcoming events....you update some city Facebook pages, you Tweet, etc. Piece of cake job, right?
But I don't know about that. The news out of Elmhurst isn't always about rainbows and lollipops. Stories of house burglaries in broad daylight and police DUI stings crawl under the skin of residents, and the people of Elmhurst just love, love, LOVE to respond by sounding off on these things. This includes getting mad at whoever is sharing the news. Sure, no one's going to really "shoot the messenger", but they might give him nasty looks or heckle him in line at Starbucks like he's the weatherman predicting heavy snowfall.
The marketing and communications coordinator is going to have his hands full: He'll need to anticipate the reaction of people and get out in front of any firestorms that come with simply delivering information. He'll be tasked with merging the interests of Elmhurst government, business organizations, and numerous city departments to convey a consistent message. Aldermen and the City Manager agree that the city hasn't done such a good job of that. Coherency could prove difficult as concerned citizens ask questions like: "Was that an earthquake?". Imagine you're in charge of assuring Elmhurst residents that there isn't some undiscovered fault line running down Butterfield Road.
Sometimes the job will require putting a marketing twist on things like new business openings, and giving it some "oomph". While people enjoy hearing that a new grocery store is opening, I think they're fed up with the news that another yogurt shop and two more burger joints are coming to town. (I'm expecting Elmhurst to be proclaimed the Yogurt, Yoga, Burger or Confectionery Capital of the Western Suburbs any day now). And what angle does the marketing and communications coordinator take when Chick-fil-A swings open its doors in early 2014? Does he just give us the basic facts, or should he kill two birds with one stone by acknowledging the potential backlash?
Chick-fil-A is now open! Their CEO opposes gay marriage!
Protest permits are available at the City Clerk's Office!
Use your City Centre Dollars to get a Spicy Chicken Sandwich today!
(Unless today is Sunday)
#religiouschicken #closedonsundays
Other times, the job will be to just keep things positive, even if the information isn't. Surely we all remember the roadwork a few months ago that blocked virtually every main road artery in and out of town. Who wants to deliver the news that everyone is stuck in Elmhurst and can't get out? Or worse, that they're stuck in Villa Park and can't get back in?
Expect delays on Butterfield, St. Charles and North Avenue over the next few months.
Lake Street is roadwork-free heading west!
#trappedinelmhurst #roadrage #explorebensenville
When there are emergency situations, the marketing and communications coordinator is the one who will relay all the vital information to citizens. This includes the scoop on when Hamburger Heaven is closing for the winter season and the lowdown on newly-enrolled children at Conrad Fischer who might be living out of district. But the real crisis for the one who gets the job will come any time there's severe weather:
More thunderstorms and heavy rain are expected today!
Stock up on sandbags and flashlights at Ace Hardware!
But steer clear of Robert T. Palmer Drive - it's already flooded!
#anotherpoweroutage #noisygenerators
There aren't many jobs like this, where informing people can put you in some tough spots. But I'd jump all over it for $75k. And I would just have fun with it.
