The City of Glendale is continually praised for their Public Information Office and ability to communicate with residents, media and first responders.  The Civic Business Journal visited with Glendale’s Director of Communications Tom Lorenz about his start in local government and the city’s success with communications, his role as Director of Communications and what the future holds for Glendale’s Public Information Office.

How did you get started in local government?

My career started in law enforcement at the age of 20.  Very young, very green with a lot of life experiences still ahead of me.  Yet, in this line of work, dealing with people can be hostile and tragic; I learned very quickly how to de-escalate or de-conflict.  The 30 year law enforcement career included criminal investigations, undercover operations, assignments with the DEA and US Attorney’s Office.  I also served as a supervisor on the SWAT team and finally as the Adjutant to the Chief of Police.  Little did I know, the ability to de-conflict and de-escalate in volatile situations would prove to be valuable in the communications field.

What was your path to your current position as Director of Communications?

Serving as the Adjutant to the Chief of Police also entailed serving as the Public Information Officer for the Police Department.  The 2005 Metrolink crash that took the lives of 11 innocent victims was the turning point in my career.  Waking up to the morning news and hearing  “…and now breaking news in Glendale” is certainly not something you want to hear.  Seeing burning trains is a hell of a wake up in the morning.  Arriving on scene, there was carnage.  Media was calling and arriving on scene asking if this was a terrorist attack.  People were in fear and families were wondering if their loved ones on the train were OK.  Taking many of the skills learned in my previous assignments, I took a tactical approach and applied what I knew best.  In short order, we were providing information to the media, some 200+ outlets, on what had occurred, including the ongoing investigation, rescue, recovery and unification.  From that day on, it set the tone for managing the media in the City of Glendale.  In 2009, the Michael Jackson funeral and burial came to Glendale Forest Lawn.  Over 450 media outlets converged on Glendale, CA.  It was a media onslaught. Yet, once again, a plan with precise execution was well-received by the Jackson Family, residents, businesses and schools in the immediate area. In both situations, Glendale received praise from the media. Not an easy task. In 2010, the City PIO retired. Shortly thereafter scandals broke, allegations of corruption with a particular councilmember arose and a $30 million low-income housing scam perpetrated by a housing builder came to light.  I asked to assist in the media mitigation and develop a strategic communications plan. Over the years, I served in a dual role with the City PIO and Adjutant to the Chief of Police.  In 2014, the City Manager appointed me as the Director of Communications for the entire city.  In this role, I work directly with the City Manager, all line department Directors, the Mayor and City Council.

What is your primary role and goal as Director of Communications of Glendale?

To serve as the Public Information Officer and oversee the City’s community outreach, graphics and print section, and the award-winning GTV6, winner of seven Emmys since 2000. Through the collaborative efforts of these divisions, our mission is to continue to move toward greater community partnerships and civic engagement through increased information accessibility, events, and social media presence.  More importantly, we are focused on working with 14 line departments and aligning their communications with each other.  De-siloing the organization was the first step some five years ago.  All media platforms share information of other departments with their respective demographic following.  The result is greater coverage and cross-over into demographics that one department may not otherwise reach.

In a way Glendale is a “Rock Star” when it comes to communications within its community and the Public Information Office.  What would you attribute this success to?

Engagement and content. Many forget what we believe to be the four most important questions to ask about content on any platform used, to include public speaking:  1) Does it Educate?; 2) Does it Inform?; 3) Does it Provide a Service?; 4) Does it Entertain? Some other strategies are to predict the future.  More often than not, agencies are reactive rather than proactive.  For most of my career, I prepared to “Stay Ready” so I did not have to “Get Ready” — otherwise, it was too late.  With mobile devices, information is spread rapidly.  Without preparation, it is hard to ramp up to mitigate a crisis.  Remember, it’s not “if” it’s going to happen, it’s “when” it’s going to happen.  And finally, strong leadership from the top!  Without a City Manager and Asst. City Manager setting the tone, the process of de-siloing the organization would be difficult, if not impossible. Then, working with the 14 line departments Directors and Chiefs has been nothing but the best — open communication has been the absolute key to the City’s success.

What innovations are you working on for the future of Glendale’s Public Information Office?

Staying abreast of technology and communication platforms is a must.  We hope to launch live broadcasting at special events in the near future.  Seeing is believing: as events are going on, we can push the fun over our platforms that are read for the most part in real-time. We think this will attract more attendance, greater appreciation and generate real-time engagement.  We are also developing relationships with local media to include foreign language outlets.  And, just last month, we launched a program to air 3-5 days a week LIVE on a local TV station for 15 minutes at a time.

When you are not in work mode what do you enjoy doing?

In this line of work, if you want to be effective, having time off is hard.  With social media alive and strong, you must have your guard up.  Regardless, I love being with my family.  Having six children is a hobby in it by itself.  I love to BBQ.  While doing this interview, making chili for today’s Super Bowl Party is on the agenda.  I also teach at Glendale Community College because sharing knowledge and helping young students be successful is very much like a hobby for me.

Any hobbies or interests you would like to share?

Writing. I have an idea for a TV show and I hope to see something in a script one day.

What book is on your nightstand?

“For the Love of Cities” by Peter Kageyama, and “The Power or Ownership” by John Bailey.