When I was appointed assistant city manager for the city of South San Francisco in 2023, I expected and wanted the role to stretch me.

I anticipated long nights reviewing staff reports, complex policy discussions, budget strategy, and organizational leadership challenges. What I did not fully anticipate was how central community connection would become to my work.

Moving from municipal finance into city management shifted my perspective. My work was no longer primarily focused on internal systems and fiscal stewardship. It increasingly required outward engagement. I found myself in community meetings, meeting with nonprofit leaders, attending neighborhood events, and listening to residents share their experiences. I began to realize that relationship building was not a secondary part of the job. It was foundational.

Podcasting became an unexpected bridge.

What began as a creative interest rooted in my background in music and audio recording evolved into a strategic tool for connection. The “City of South San Francisco Podcast” (ssfca.gov/our-city/south-san-francisco-podcast) allowed me to sit across the table from elected officials, residents, and nonprofit leaders for unhurried conversations. Those conversations deepened my understanding of the community I serve and strengthened relationships that continue to shape my work as assistant city manager.

With the support of the city manager and encouragement from a councilmember who had expressed interest in the idea, we launched the podcast with a simple goal. I wanted to humanize local government and create space for stories that do not always surface in council chambers or staff reports.

Season One: Getting to Know Our Council

We began with our elected officials. Council meetings tend to highlight votes, policy debates, and competing priorities. What residents do not often hear are the formative experiences that led someone to run for office. In our first season, each councilmember joined me for a conversation about their personal journey. We talked about childhood influences, career paths, mentors, setbacks, and defining moments in the community.

The tone was reflective rather than political. Listeners learned why one councilmember felt called to serve after immigrating to the United States. They heard about family values that shaped public service. They gained insight into how lived experience influences policy perspectives.

It reinforced an important leadership lesson: Trust grows through familiarity and shared understanding.

Season Two: Elevating Community Stories

In the second season, we turned the microphone outward. We featured a father who lost his young daughter to cancer and worked with the city to recognize Childhood Cancer Awareness Month each year. His conversation was heartfelt and deeply moving. It reminded listeners that policy decisions often emerge from personal loss and perseverance.

I interviewed an autistic chef and author who competed in the World Food Championships, reinforcing that the city is welcoming and inclusive. I spoke with the commander of the local Veterans of Foreign Wars post to support the city’s outreach efforts for the rededication and relocation of its veterans memorial. I invited elementary and middle school students to share their perspectives during career day, giving hope and inspiration that the future is bright with the next generation.

These episodes shifted the dynamic. The podcast was no longer simply a way for residents to understand city hall. it became a way for city hall to better understand the community. I learned directly from residents about their challenges, aspirations, and pride in South San Francisco. Those conversations informed how I think about programs, partnerships, and communication strategies.

Local government can sometimes feel transactional. A permit is issued. A complaint is logged. A project is approved. Podcasting created space for something more relational.

Highlighting Safety Net Partnerships

Through a regional leadership development program, I began examining the broader network of organizations that support our residents. A former city manager taught me that while local government can do many things, they cannot do everything. Cities often partner with nonprofit partners to deliver essential services. Yet many community members are unaware of those partnerships.

The next phase of the podcast focused on core service agencies. We invited leaders from the YMCA Community Resource Center, which administers the city’s emergency rental assistance program. We spoke with AbilityPath about services for individuals with developmental disabilities. We featured the Peninsula Conflict Resolution Center and discussed how mediation strengthens neighborhoods.

These conversations were impactful and meaningful. I spoke with a resident earlier this year about her experience as a parent of a special needs child. She said the interview with the AbilityPath CEO deeply touched her and she shared the podcast with all her friends and family. A colleague mentioned how powerful and moving the interview was with the father sharing his journey as a parent of a child with cancer. Internally, a fellow staff member shared how the interview with the commander of the local VFW post provided key information regarding veterans benefits as he navigated the system for his veteran father. Personally, I built stronger relationships with nonprofit leaders who are critical partners in advancing community well-being.

Those relationships now extend beyond the podcast studio. We collaborate more easily. There is a shared understanding that began with a conversation and a microphone.

Why Podcasting Resonates

Podcasting works because it feels human. It allows for depth in a way that short public comments and written summaries often cannot. Listeners hear tone and emotion. They hear pauses, reflection, and sometimes laughter. That authenticity builds trust.

From a practical standpoint, the barriers to entry are relatively low. Basic recording equipment is accessible. Distribution platforms are straightforward. What matters most is intentionality. A podcast should serve a purpose aligned with your organization’s mission.

For us, that purpose is connection.

Lessons for Local Government Leaders

If you are considering a podcast, begin by identifying who you are trying to reach. Think about the voices that are not currently represented in your traditional communications.

Align conversations with civic milestones and initiatives to maintain relevance. Prioritize authenticity over perfection. Most importantly, approach the microphone with curiosity. The goal is not to promote. The goal is to listen and learn.

A Modern Expression of an Enduring Mission

I did not anticipate that podcasting would become part of my leadership toolkit. Yet it has become one of the most meaningful aspects of my role. It has helped me build relationships with elected officials, connect with residents, and deepen partnerships with core service agencies.

Local government has always been about community. Podcasting simply offers another way to strengthen it.

At its heart, public service is about connection. Sometimes all it takes to begin is a conversation.

RICH LEE is assistant city manager of South San Francisco, California.