City Administrator Stuart McCray presented a proposal on Jan. 27, 2025, to create a strategic planning and communications coordinator position (or function) to centralize public engagement, complete the city’s unfinished strategic planning steps and improve outreach for major projects.

McCray described the city’s current communications as “activity-based” — legal notices, website and social posts, occasional mailers and public meetings — and said staff has limited capacity to plan and deliver sustained, audience-targeted outreach. He argued a dedicated coordinator would help synchronize communications with strategic priorities, boost public engagement beyond the small share of residents who attend meetings, and support targeted recruitment and grant-seeking efforts.

McCray said Sheridan’s strategic planning work earlier in the decade produced mission and vision statements and a draft strategic framework, but staff has not completed measurable key performance indicators and public vetting. He recommended finishing the strategic plan and then aligning communications to the city’s priorities.

Council feedback was mixed. Some council members supported the concept that communications and recruitment could benefit from a focused role; several members asked whether strategic planning could be completed by an outside consultant rather than a new permanent hire. Concerns included preserving department heads’ control of technical messages, avoiding redundancy with existing HR recruiting and with the Wyoming Association of Municipalities’ lobby work, and the budget impact of a full-time coordinator.

Councilmember K. (unnamed) said she would not support a new position, calling strategic planning and communications sometimes “busy work.” Councilmember Kenny (unnamed) described value in centralizing consistent messaging and reaching younger audiences. Another councilor suggested using a consultant for the strategic-plan finish and having HR lead recruitment and department heads maintain control over technical communications.

McCray said the proposal was intended to start budget conversations rather than request immediate hiring. He and council agreed the topic warrants further review in the budget process; no hiring decision or budget appropriation was made during the study session.

Next steps identified by administration: further conversations with council on scope, consider consultant options for finishing the strategic plan, and, if council desires a permanent position, include a job description and cost estimate in upcoming budget deliberations.