This session reshapes the city-wide communication model, moving from a one-size-fits-all to a personalized experience. It's driven by a client-based model, with City Departments as primary clients. Establishing robust relationships between Communications staff and department individuals is crucial. Whether with a police officer, firefighter, planner, water technician, or street manager, each connection unveils unique qualities. This empowers communicators to grasp day-to-day requirements and hot topics. A client-based communications team prioritizes collaboration, devising precise strategies for each department. This underscores the role of dedicated staff in harmoniously customizing programs for the diverse communities we serve. It also helps ensure proactive communication before issues arise, fostering a collaborative problem-solving approach. In deeper community engagement, truly comprehending city staff as our clients is pivotal.