As public-sector communicators, we are tasked with relaying complex budget and rate information to our communities in a clear, transparent, timely, and engaging manner. During this moderated webinar, seasoned public-sector pros will share practical, real-world insights, best practices, and replicable strategies to enhance your agency’s communication efforts, resulting in better engagement and increased trust with your community.

Key Topics Covered:

• Crafting easy-to-understand budget communication pieces
• Understanding the difference between advocacy and education outreach
• Strategies for successful local sales tax education campaigns
• Effective value messaging and positioning before a rate case
• The role of research and polling in public outreach campaigns

Recorded: Sept. 24

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This session qualifies for an APR Continuing Education Unit.

Speakers

BIOS

Zack Beck, CMC, CPMC

Zack Beck is the City Clerk of Escondido, California where he leads a department that serves as the source for administrative, historical, legislative and election services in the City. Zack works closely with Executive Leadership and Elected Officials to implement sound public policy that benefits the entire community. It is Zack’s daily goal to provide these services with integrity, accuracy and independence.

Zack holds a Certified Municipal Clerk (CMC) designation from the International Institute of Municipal Clerks, as well as a California Professional Municipal Clerk (CPMC) designation from the University of California Riverside. Zack was elected as the City Clerk of Oceanside, California in 2012 and re-elected in 2016, prior to being appointed as City Clerk of Escondido in 2018. Serving in both an elected and appointed capacity has provided Zack with unique insight into the intricate operations of local government.

As a public servant, Zack believes it is of utmost importance to streamline services, save taxpayer dollars and serve the community.

Adam Probolsky

Adam Probolsky is president of Probolsky Research, a non-partisan, Latina- and woman-owned, market and opinion research firm with association, corporate, election, government, and non-profit clients. He has advised on hundreds of projects across the U.S. on branding, crisis communications, education, elections, marketing, public affairs, public policy, and outreach.

Adam was a finance and planning commissioner for the City of Irvine, chairman of the Irvine Valley College Foundation, Orange County Waste & Recycling Commissioner, and a member of the Orange County Transportation Authority’s Environmental Mitigation and Oversight Committee. He was a board member for Jewish Family Service of Orange County, a non-profit that helps people of all faiths. He was a reserve member of the Orange County Sheriff’s Department, serving as a spokesperson, and wrote a weekly newspaper column in the Orange County Register for four years.

Adam earned his master’s degree in data analytics and visualization from the Maryland Institute College of Art in Baltimore Maryland. He grew up in New Jersey and has lived in Irvine, California for more than thirty years. He is married with three children.

Sherri Seitz

Sherri Seitz serves as the Public Affairs Manager and Emergency Management Administrator for the El Toro Water District. She joined the District in 1991 and manages the District’s communication outreach, emergency management and water use efficiency programs.   With extensive experience in public relations and crisis management, she plays a key role in enhancing community engagement and ensuring the preparedness of the District.  Sherri is deeply committed to water conservation and sustainability, driving initiatives that promote a well-informed and resilient community. She prioritizes transparent communication and relationship-building, consistently leading efforts to protect and serve the District’s residents.

Sherri holds a Bachelor’s degree in Business Administration from California State University, Fullerton, and is actively pursuing public relations accreditation through PRSA and CAPIO. A long-time resident of Southern Orange County, Sherri has been involved in the community for thirty-eight years and is a proud member of the Santa Ana Elks.

Jennifer Garnett, APR

Jennifer Garnett, APR, has a communications career spanning two coasts and three decades. She has consulted for federal agencies in Washington DC and managed public outreach programs for two of the largest Bay Area cities – San Jose and Sunnyvale. She has launched new citywide services, explained complex infrastructure and land use projects, and navigated media relations for controversial and sensitive topics. She also led an award-winning rebrand for the City of Sunnyvale where she has been the Communications Officer for the past twelve years. Jennifer holds a bachelor’s degree from the University of Virginia, emergency communications certificates through CSTI, and public relations accreditations through PRSA and CAPIO. She lives in Sunnyvale with her husband, two daughters and a black Labrador.

Megan Scheid

Megan serves as the Deputy City Manager for the City of Roseville and has served on the City Manager’s Executive Team since 2010. She joined the City in 2007 and provides executive oversight for the Public Affairs and Communications Department, and leads Organizational Culture and Leadership; Diversity, Equity, and Inclusion; and City Council and communitywide initiatives.

She received the 2023 Award for the Advancement of Diverse Communities from the League of California Cities and was named Influencer of the Year by the California Capital Chapter of the Public Relations Society of America (PRSA) in 2019. 

Megan serves on the advisory councils of the Davenport Institute for Public Engagement and Civic Leadership at Pepperdine University, the Institute for Local Government, and the Invest Health Partnership. She previously was Sacramento County’s Communications and Media Director, after spending 10 years in the private sector in Hawaii and Florida. Clients included ports and airports, travel and tourism, indigenous peoples, utilities, financial sector, and energy companies.  

Megan served four years as a U.S. Navy officer. She holds a Bachelor’s degree in Journalism with a minor in Naval Science from Northwestern University. She has maintained her APR credential from PRSA since 1997.

Her volunteer service on nonprofit boards spans education, health care, veterans, economic development, youth development, and includes a nine-year term on the National Board of Directors of Girl Scouts of the USA.