In this episode of PCC Local Time, Nancy Hess talks with Mike Baumwoll, co-founder and CEO of Rep’d, about how short-form video and authentic communication are transforming how local governments engage with their communities. From AI-driven script tools to lessons from Twitter and the entrepreneurial world, Mike shares actionable insights on how municipal leaders can overcome fear, speak with clarity, and build trust—both inside and outside their organizations. Whether you're a curious manager or a communications pro, this episode offers real-world examples and a hopeful path forward.

Themes: local government communication, community trust, short video strategy, AI for municipalities, civic engagement, human-centered leadership, government tech, authentic messaging.

Mike Baumwoll on LinkedIn

Rep'd Website

[00:00–02:00] Short Video Engagement: Local government videos show 70–80% completion rates, signaling residents prefer concise, authentic messages over long emails.

Core Lesson: Authenticity matters more than production quality.

[02:00–06:00] Building Relationships at Conferences: Trust in government tech starts with handshakes and real conversations. That’s how Rep’d connects with towns like Mount Jackson, VA.

[06:00–09:00]AI Readiness in Local Government: Mike describes three groups:

• Early adopters
• Hesitant or anxious
• Curious but cautious majority
• AI must be practical and easy to use to gain traction.

[09:00–12:00]Leadership Through Communication: Speaking clearly is a leadership skill. Residents don’t want perfect—they want real.

[12:00–17:00]Mike’s Background: From Lafayette College to Twitter, his career journey trained him in marketing, brand messaging, and client relationships. Entrepreneurship runs deep.

[17:00–20:00]Lessons from Twitter: The best communication meets people where they already are, taps into existing conversations, and feels organic—not forced.

[20:00–24:00]Crisis Communication: Whether it’s a flood, explosion, or school emergency, people need fast, clear updates from local officials—preferably via video, right on the homepage.

[24:00–27:00]Why Local Matters: Residents want to trust the people running their communities. It starts with knowing who they are.

[27:00–30:00]Coaching for Reluctant Speakers: Rep’d provides AI-generated scripts, teleprompters, and support to make recording simple—even for the nervous or tech-shy.

[30:00–32:00]Video as an Internal Leadership Tool: Skills gained through external communication translate to better internal communication and cohesion.

[32:00–35:00]From Twitter to Goverment: Mike didn’t imagine he’d end up in local government tech—but now he doesn’t want to be anywhere else.

[35:00–37:00]Advice for Entrepreneurs: Building for local government is different. You must care deeply and build trust first. It’s people work.

[37:00–End] Future of AI in Government: The entrepreneurial spotlight is shifting to government and AI. The investment is growing—but trust and simplicity must remain central.

This is a cross-over podcast episode from our Substack site MuniSquare. We hope you will enjoy and follow subscribe if you like what you see.

In this episode Nancy Hess and Mike Rowe from the University of Liverpool explore James C. Scott's groundbreaking book "Seeing Like a State" and its powerful implications for local government.

Discover how governments make society "legible" through mapping and regulation, why top-down planning often fails, and how everyday acts of resistance shape our communities. From Brasília's utopian architecture to contract farming's unintended consequences, this conversation reveals how Scott's insights help us understand everything from zoning disputes to the hidden knowledge that really keeps organizations running. Essential listening for anyone working in public administration, urban planning, or community development.

00:00 - 03:00 - Introduction and Context

Nancy introduces the episode structure and Scott's four key concepts; Mike explains discovering Scott's work at the intersection of public administration and anthropology

03:00 - 07:00 - Everyday Forms of Resistance

Explainer on hidden resistance in daily life; discussion of Indonesian flood management and animistic land practices

07:00 - 11:00 - From Job Descriptions to Legibility

Nancy's organizational development experience; Mike's story about the two women who "really ran" the university; introduction to legibility concept

11:00 - 16:00 - Legibility and Simplification

Explainer on cadastral mapping and forest management; immigration policy as example of complex simplification

16:00 - 20:00 - Planning and Local Knowledge

Discussion of urban sprawl, high-speed rail planning challenges, and Colin Ward's anarchist architecture

20:00 - 24:00 - Cadastral Mapping and Zoning

Historical context of land mapping for taxation; modern parallels in small business and cash economy

24:00 - 30:00 - High Modernism and Brasília

Explainer on Le Corbusier's influence; the story of Brasília's construction workers creating thriving informal settlements

30:00 - 36:00 - Agricultural Simplification

Contract farming as modern example; loss of generational farming knowledge; comparison to contracting out government services

36:00 - 42:00 - Local Government Applications

Lancaster County agriculture, mushroom farms vs. new developments, building on floodplains; practical advice for policy-making

42:00 - 43:00 - Conclusion

Reflections on Scott's political reception and continuing relevance

A few weeks ago, APMM concluded another successful conference in Lancaster Pennsylvania. This episode is a recording from one of the sessions and is part of the 2025 APMM series.

In this session, four past presidents of APMM open up about what it means to lead while legacy still shapes the norms. With humor, honesty, and insight, they share lessons on mentorship, advocacy, fitting in (or not), and what happens when you finally stop shrinking to fit.

This episode offers inspiration and strategy for anyone navigating leadership, from seasoned professionals to those just beginning the climb.

Guest Introductions:

Joining us for this episode are four respected leaders in Pennsylvania municipal management:

Amanda Serock is manager of Concord Township, Delaware County, Pennsylvania. She teaches at Villa Nova University, from where she received her MPA and began her career in local government in 2005. She is an advocate for leaders coming up in the field.

Stephanie Teoli Kuhls has worked in municipal government for over 34 years, most recently serving as Township Manager in Middletown Township, Bucks County. She began her career in 1991, received her MPA from PennStaate and now teaches at Villanova University, where she continues her passion for mentoring emerging leaders in the field.

Amy Farkas is the Township Manager of Patton Township in Centre County and previously served for 17 years in Harris Township. She began her career in local government in 1997, received her MPA from Penn State and has been an active member of APMM since 2005.

Stephanie Mason is the longtime Township Manager of Doylestown Township in Bucks County, where she has served for 38 years, including 25 as manager. She received her MPA from University of Pittsburth and served as APMM's president in 2011 and 2012, she also represented the region on the ICMA Executive Board.

00:00–02:00 | Framing the Conversation

02:00–04:00 | Breaking Into APMM Leadership

04:00–07:00 | What It’s Really Like to Be APMM President

07:00–09:30 | Reform from Within

09:30–12:00 | Professional Advocacy in a Biased System

12:00–15:00 | The Invisible Problems

15:00–17:30 | Claiming Space and Leading with Confidence

17:30–20:00 | How to Get Involved (Even if You're Not Ready for a Committee)

20:00–23:00 | Mentoring and Pushing Others to Lead

23:00–26:00 | Don’t Make Yourself Small