Jamie Macpherson is a sophomore studying Digital Media and Communications at Saint Michael’s College. This article is published through a collaboration between The Winooski News and a journalism course at Saint Michael’s College.
WINOOSKI — Paul Sarne is the communications director for the small, bustling city of Winooski, Vt. His house plants glisten in the background as he joins our zoom call, and a friendly smile greets me through the screen.
Sarne, 40, said it is his job to inform and update the city of just over 8,000 people on public events, such as the Main Street Revitalization project or any significant voting meetings within the council. The native Vermonter describes his job as a “creatively freeing” role where he can engage with a community-driven mission of working in “Vermont’s Opportunity City.”
Q. So what does the ‘communications director’ bring to the city of Winooski?
A. We provide for the city and the council, so I have a lot to manage. I mainly focus on website updates where I work with local outlets.
We have a lot of community engagement, like the annual city report, and marketing requirements, such as advertising new events and businesses in the city. Writing for press releases is also a big part, as we can coordinate our media to help send vital information to the public.
Q. You mentioned earlier that you’ve had a lot of big projects going on. Could you give me one that you feel more heavily invested in than maybe some others?
A. Between 2017 and 2019, the city went through a rebrand. This coincided with the city’s centennial, and I was at the forefront of managing these events. It felt so gratifying to be able to tell this story.
We did a visual rebrand of the city seal to try and tell the story of Winooski and find the heritage in the community. I worked with the centennial celebration committee and designed merchandise and a new website in celebration. It felt like we captured the essence of Winooski and its people.
Q. On the flip side, what are the big challenges you have faced in this work?
A. Whenever I am asked this question, I gravitate towards public opinion. Whilst this community has so many great things happening, there are always some tricky press releases to write, likely due to a difference in opinion or a beloved member of the community in trouble.
An example I can give you is from this May, when the teaching union of our high school led a vote of no confidence against a principal there. This isn’t something we want to have to put out, but it is important for people to know.
Q. On another note, you mentioned that social media isn’t huge here, but do you see a trend upwards in the future of the communication sector?
A. It is a grey area right now, as we all know that it used to be a much healthier environment. AI is increasing exponentially compared to government advancement — it’s something we all must be wary of. Recent trends are showing that AI video is generating a lot of interest, and it is difficult to keep up with.
However, social media is something I would like to push more, as we haven’t carved as big a path into it as I’d like. It can be very beneficial to help strengthen community togetherness.
One thing I would like to draw attention to is an app called Front Porch Forum. We love posting there, and it is great for getting information to our community — another form of newsletter if you will.
Q. What keeps you grounded, and how do you stay inspired in your work?
A. I am part of something that is mission-driven, and this sense of community is a really human thing to want. We recently changed our slogan to ‘Vermont’s Opportunity City,’ and I think this reflects the nature of the social culture we have here. I am lucky to be able to contribute to the city and give back to those who deserve it.