Bay Area Mayors’ Comms Chiefs Share Strategies for Reviving City Narratives
The San Francisco Public Relations Round Table (SFPRRT), in partnership with the Public Relations Society of America, San Francisco/Bay Area Chapter, gathered a packed room of PR professionals, journalists, and civic leaders on October 16 at the historic Westin St. Francis Hotel for an engaging conversation with three of the Bay Area’s top municipal communications directors.
Moderated by Warner Johnston (Watkins & Johnston PR) and Sarah Segal (Segal Communications), the panel — featuring Han Zou (San Francisco), Tasha Dean (San José), and Justin Phillips (Oakland) — explored how local governments are reshaping narratives about their cities amid changing media landscapes, evolving public sentiment, and renewed civic optimism.
“Momentum, Vibes, and the Power of Partnership”
San Francisco’s Han Zou, Director of Communications and Public Affairs for Mayor Daniel Lurie, spoke about the city’s efforts to build optimism through storytelling and partnerships.
When people feel that momentum—a restaurant reopening, a small business expanding—that’s the narrative we want to amplify. Every positive story contributes to the sense that San Francisco is very much alive and thriving.
— Han Zou, Director of Communications & Public Affairs, City of San Francisco
Zou emphasized the city’s strategy of pairing transparency with tangible progress, citing visible improvements such as Union Square’s 40% drop in crime and a roadmap for addressing the fentanyl crisis.
“Be the Bridge Between City Hall and the People”
For Tasha Dean, Chief Communications Officer for Mayor Matt Mahan of San José, communication means keeping residents directly informed.
Dean noted that San José’s bi-monthly newsletter, now reaching nearly 100,000 residents with a 50% open rate, has become the city’s most-read publication.
We respond to every single email—30,000 to 50,000 a year. Whether it’s a pothole or a permit, being responsive builds trust. Newsletters aren’t old-fashioned—they’re one of the best-performing tools in government communications.
— Tasha Dean, Chief Communications Officer, City of San José
“Change the Narrative by Doing the Work”
Oakland’s Justin Phillips, former San Francisco Chronicle columnist turned Communications Director for Mayor Barbara Lee, brought a journalist’s eye to City Hall strategy.
Phillips also highlighted the importance of community networks and grassroots amplification:
You can’t spin away a problem. You fix it consistently until the results speak for themselves. Oakland’s story changes when people see cleaner streets, safer neighborhoods, and a city that shows up every day. Sometimes the best PR is a note to a neighborhood group — not a press release. When people share your updates, they’re doing the heavy lifting with you.
— Justin Phillips, Communications Director, City of Oakland
Navigating Crisis and Creativity in the Digital Age
Panelists agreed that while social media is powerful, it must be authentic to each city’s character.
San Francisco’s Mayor Lurie embraces direct-to-camera Instagram videos, mixing policy updates with “dad energy.”
San José relies on clear, data-rich updates in newsletters and community forums.
Oakland leverages personal notes and partnerships to reach residents outside traditional media.
When asked how they handle misinformation or criticism online, the consensus was clear: acknowledge, don’t deny.
“People can tell when you’re defensive,” Dean said. “Own the issue, show the plan, and follow through.”
“The Bay Area Isn’t Dead — It’s Reinventing Itself”
Each communications director closed with reflections on public perception:
Zou reaffirmed that “San Francisco is far from dead — it’s innovating, rebuilding, and rediscovering its creative soul.”
Dean countered the myth that “San José is boring,” pointing to major upcoming events, including Super Bowl LX in 2026.
Phillips acknowledged Oakland’s challenges while underscoring its resilience: “Every truth about Oakland includes beauty and grit. Our job is to keep tipping that balance toward beauty.”
Hosted with Style and Substance
The evening, generously hosted by The Westin St. Francis Hotel, included opening remarks from Kelly Chamberlin (Chamberlin Public Relations) and Elaine Clancy, Director of Sales and Marketing for the hotel, who spotlighted the property’s recent renovations and enduring role in the city’s history.
Guests networked over cocktails before the discussion, which closed with a lively audience Q&A and prize drawings led by Brenda Kahn and Molly Walker of the SFPRRT board.
