Title Page
Summary
Introduction
Goals
Overview
Outcome
Appendices
I. Agenda
II. Porter: Vision
III. Frodeman: Earth Science
IV. MCDERMOTT/ WENDT: COMMUNICATIONS -ANALYZE THIS -BASICS
V. Journeay: CORDlink
VI. Marincioni: MRIB
VII. Faust: CMGP
VIII. Brainstorming
IX. Participants
|
APPENDIX IV - Audience/Communication
Presentation: Mike McDermott/Gail Wendt - The Challenge of Strategy
An interactive session on audience analysis and communication tactics prepared for the USGS Coastal and Marine Geology Program workshop on
Analyze This Communication Basics
Analyze This . . . and then Communicate
Mike McDermott (presenter ) and Gail Wendt
"Making Information Effective in the Electronic Age" USGS Coastal and Marine Geology Workshop
Woods Hole, MA
February 7, 2001
OVERHEAD 1
Overview
-
Audience Analysis
-
Communications Analysis
-
Exercises
OVERHEAD 2
Audience Analysis
-
What is a Product?
-
What is an Audience?
OVERHEAD 3
What is a Product?
-
Product: A bundle of features and benefits
-
Features: Facts about product
-
Benefits: Values of the product
-
So What?
OVERHEAD 4
Products and Audiences
-
Product = The point of communication.
-
Communicate in terms of product values that interest the audience.
-
Convert points you want communicated into terms that interest the audience.
-
If you don’t know what the audience is interested in . . . find out.
OVERHEAD 5
What is an Audience?
-
A group of listeners
-
A group of message receivers
OVERHEAD 6
Basic Communication Model
-
Sender
-
Encode Message
-
Transmit Message (Media)
-
Decode Message
-
Receiver
-
Feedback
OVERHEAD 7
Three Ways to Look at an Audience
-
Based on level of knowledge
-
Based on market segments
-
Based on level of relationship
OVERHEAD 8
Level of Knowledge
-
Core Professional
-
Non-core Professional
-
Publics
OVERHEAD 9
What is a public?
A group of people, organizations,
or both, whose actual or potential
need must be served in some way. OVERHEAD 10
What is a Market?
A group of people, organizations, .or both willing to change behavior based on:
1) exchange of value and
2) able to do so. OVERHEAD 11
Market Segmentation
- Market universe
- Market segments
--Geography
--Demography
--Product Benefits
-
Target markets
OVERHEAD 12
Level of Relationship: From to Public to Partner
-
Public: Must be served
-
Stakeholder: Influencer
-
Customer: Product purchaser
-
Cooperator: Shares time
-
Partner: Shares goal
OVERHEAD 13
Elements of Relationship
-
Interest: potential or expressed
-
Value: received direct or indirect
-
Time: spent on product or policy
-
Goals: supported or shared
OVERHEAD 14
Example of Building an Audience Matrix
Public |
Stakeholder |
Customer |
Cooperator |
Partner |
OVERHEAD 15
|
Public |
Stakeholder |
Customer |
Cooperator |
Partner |
Interest |
Potential |
Expressed |
Expressed |
Expressed |
Expressed |
OVERHEAD 16
|
Public |
Stakeholder |
Customer |
Cooperator |
Partner |
Interest |
Potential |
Expressed |
Expressed |
Expressed |
Expressed |
Value |
|
$Indirect |
$Direct Product |
$Direct Prodd&Exp |
$Direct Prodd&Exp |
OVERHEAD 17
|
Public |
Stakeholder |
Customer |
Cooperator |
Partner |
Interest |
Potential |
Expressed |
Expressed |
Expressed |
Expressed |
Value |
|
$Indirect |
$Direct Product |
$Direct Prodd&Exp |
$Direct Prodd&Exp |
Time |
|
Policy |
Product |
Product |
Plcy&Prod |
OVERHEAD 18
|
Public |
Stakeholder |
Customer |
Cooperator |
Partner |
Interest |
Potential |
Expressed |
Expressed |
Expressed |
Expressed |
Value |
|
$Indirect |
$Direct Product |
$Direct Prodd&Exp |
$Direct Prodd&Exp |
Time |
|
Policy |
Product |
Product |
Plcy&Prod |
Goals |
|
Support |
|
Support |
Shared |
OVERHEAD 19
|
Public |
Stakeholder |
Customer |
Cooperator |
Partner |
Interest |
Potential |
Expressed |
Expressed |
Expressed |
Expressed |
Value |
|
$Indirect |
$Direct Product |
$Direct Prodd&Exp |
$Direct Prodd&Exp |
Time |
|
Policy |
Product |
Product |
Plcy&Prod |
Goals |
|
Support |
|
Support |
Shared |
Communc. Vehicle |
Passive: Website |
Pass&Act: +Factsheet |
Active: +Products |
Active: +Data,info |
Active: +Knowlge |
OVERHEAD 20
|
Public |
Stakeholder |
Customer |
Cooperator |
Partner |
Interest |
Potential |
Expressed |
Expressed |
Expressed |
Expressed |
Value |
|
$Indirect |
$Direct Product |
$Direct Prodd&Exp |
$Direct Prodd&Exp |
Time |
|
Policy |
Product |
Product |
Plcy&Prod |
Goals |
|
Support |
|
Support |
Shared |
Communc. Vehicle |
Passive: Website |
Pass&Act: +Factsheet |
Active: +Products |
Active: +Data,info |
Active: +Knowlge |
|
Public |
Public |
|-------- |
Exchange of Value |
|-------- |
OVERHEAD 21
There is one final problem that is in itself not primarily of a scientific character, but is as difficult and important as the others – namely, the problem of communicating the results of our work to the public in a way that they can be understood and used. Taking a hard look at the work of the U.S. Geological Survey several months ago, I suddenly realized that the maps and reports of which we have been so proud – and justly I think – have been released in a form in which they are understandable only by other earth scientists. Little wonder that insufficient use has been made of our results by land-users and land-use planners, and little wonder that the general public lacks understanding of fundamental resource and environmental problems.
V.E. McKelvey, USGS Director
AAPG meeting, Denver, Colo., April 17, 1972 OVERHEAD 22
Right Audience +
Right Message +
Right Timing =
Effective Communication
OVERHEAD 23
Gail Wendt (presenter )
What are the Building Blocks of Effective Communication?
OVERHEAD 24
Building Blocks of Communication
|
What is the objective you are trying to achieve?
-
Inform
-
Influence
-
Communicate
-
Engage
|
OVERHEAD 25
Building Blocks of Communication
|
- Who are you trying to reach?
- Why that audience?
- Use the Audience analysis
- Keep audience in mind
|
OVERHEAD 26
Building Blocks of Communication
|
-
What do you want to say to your audience?
-
What do you need to say to reach objective?
-
Is it the same message to all audiences?
|
OVERHEAD 27
Building Blocks of Communication
|
-
Choose a format that works for your audience
-
Think about their needs; their world
|
OVERHEAD 28
Building Blocks of Communication
|
-
How can you make the broadest impact?
-
How can you multiply the effect of your message?
-
How do you effectively deliver your message?
| OVERHEAD 29
Building Blocks of Communication
|
-
What worked?
-
What didn’t?
-
What could you change?
-
What would improve future products?
|
OVERHEAD 30
Highest
level of
contact to
most-targeted
audience | | Disseminate
through
multiple
mechanism
and
forums
|
|
Increased Activity/Contact to an issue-oriented subset | |
|
Distribution/announcement of newly .released information, technology, or product(s) to a broad audience base | | OVERHEAD 31
Bureau Communication Strategy 2001-2006
-
Who We Are
-
What We Say
-
To Whom We Say It
-
How We Get It Done
-
Why We Do It
-
How We Sustain It
-
How We Pay for It
-
How We Know It's Working
OVERHEAD 32
If you build it right . . . .They will come
OVERHEAD 33
What's in it for the USGS
-
USGS research and information used .by customers.
-
Customers know and support USGS science.
-
USGS fulfills role as civic scientists.
-
Internal buy-in for communication efforts.
-
Informed citizenry.
-
It’s the right thing to do.
OVERHEAD 34
Communicating the science of coastal and marine geology…
it’s about making a better world!
OVERHEAD 35
Looking for a Few Good . . . Communication Basics?
A handout for the Woods Hole Workshop
USGS Coastal and Marine Geology Program
Launch strategy tools - If you have a product, information, or news to communicate, plan your strategy for reaching the widest audience in the most effective manner.
USGS Tools and Resources
Bureau Communications Strategy, 2001-2006 - A framework for achieving USGS communications long-term goals, now available on the internal Web site.
Check out currently available toolkits to make your communication job easier. More toolkits are in the works, so visit the site often.
Mainstream and Technical Media
Use USGS Office of Communication resources for tools of the trade on the internal Web site - they are your professionals and click on "Staff and Contact Information." They can provide guidance on clearance, release, and effective promotion of your news.
News release
-
Newsworthy information, timely, topical, targeted
-
Target to current issues
-
Leverage - is there an event/anniversary/allied news story to use as the "hook"?
- Is this Coastal Awareness Week?
Media relations
-
Contact reporters - introduce new reporters on science or environmental. beat to USGS; compliment on a story; provide additional material. Don't over-react if something isn't reported correctly - provide correct information in a timely manner.
-
Letters to the Editor should be used sparingly and need appropriate approval.
-
New project? News to announce? Hold briefing for media and/or public.
- Leverage - joint announcement/photo opportunity with cooperator/partner.
Radio/TV/interview
-
Available video footage? - needs to be broadcast quality; B-roll (background footage for media to have on file for future stories or as backdrop).
-
Photo caption or graphic from report - to Photo Desk
-
Interviews - have sound bites ready (state your point in 10-30 seconds).
-
Be proactive - local talk shows, contact news/assignment editors with story.
-
Media advisory - location shot/camera crew opportunity - scientists at work in field settings are also good.
Technical announcement
-
Announce availability of report, software, model.
-
Information rather than news - aimed at trade, technical press, not NYT.
Review/testimonial
-
Trade publications; chapter publications of professional societies.
-
Columns in local newspapers.
Cover letter/note
-
Traditional and non-traditional audiences - make benefits of the information evident to them. Can be formal letter or short, more personal note that is generic "Dear Coastal Colleague."
-
Target your message - what do they need to hear about what you are sending, communicating - relate the information to them.
-
Leverage - accomplish more than one goal; send new report as approach to potential cooperator; broaden understanding of USGS and Program in State or community with newly elected officials.
-
Part of Hill strategy - send to local offices of House and Senate members.
Event
-
Target planned or recurring event, meeting, or media opportunity -
"Awareness Week."
-
Give cooperator/partner opportunity to share the stage.
-
Presentation to cooperator or official - leveraging message.
Consider non-traditional audiences
Trade associations and professional societies - look at those who are in allied areas, such as the recreation community, public health, insurance and risk management, intergovernmental - who are others in your sphere of influence? Use them to:
-
Leverage the USGS message
-
Broaden impact
-
Let them disseminate the information to their members/constituents - will be heard through the authority of the organization
-
Enable them to carry the message for you
Consider non-traditional venues/opportunities for outreach
-
Roadside/public display - streamgaging signs
-
Museums, visitor centers (parks, highways, chambers of commerce)
-
Non-traditional audience opportunities - exhibits, displays in their worlds.
-
Web is good for posting, but it's passive, think of ways to make it active; fax is still a viable tool - use it to tell what new on Web pages; email works, too.
-
Combine tactics - news release, cover letter, Web visual, fax broadcast, etc.
Bureau Communications Strategy 2001-2006: A Framework for Achieving the USGS Communications Long-term Goals
Appendix B: Expressions of Bureau Messages
FY 2001 Bureau Message: Safer Communities
Expression | Example |
National | The USGS provides science for safer communities. |
Regional | USGS data hels East Coast water managers plan for drought. |
Discipline | USGS streamgage data help predict floods and droughts. |
State | USGS data are being used to create disaster-resilient communities in California. |
Local | USGS maps are used by Albuquerque developers to avoid subsidence areas. |
Center | The USGS National Wildlife Health Center helps New England communities determine risk of West Nile virus outbreak. |
FY 2001 Bureau Message: Sustainable Resources
Expression | Example |
National | USGS energy and mineral assessments data help guide public policy and national defense strategies. |
Regional | USGS bird banding helps wildlife managers determine population trends in the North American flyway. |
Discipline | USGS ground-water data help America plan for the future. |
State |
Illinois uses sand and gravel data from the USGS to analyze resource potential. |
Local | Western Pennsylvania coal mines use USGS data on coal contaminants to reduce acid mine drainage. |
Center | The USGS Center for Coastal Geology measures declines in coral reef health. |
FY 2001 Bureau Message: Livable Communities
Expression | Example |
National | USGS science is helping ensure that America's landscape continues to support people and wildlife. |
Regional | The Great Lakes States rely on USGS data and information to help guide future growth and plan for sustainability of natural resources. |
Discipline | USGS research is helping America's communities limit or prevent the extensive ecosystem destruction and economic losses caused by invasive species. |
State | Tools provided by the USGS have allowed Alaska's resource managers to understand and predict the effects of decisions about the State's wetlands. |
Local | Loudoun County planners use USGS historical growth data to plan for future growth. |
Center | The USGS EROS Data Center archives and distributes the largest collection of satellite imagery of the Earth. |
FY 2001 Bureau Message: America's Natural Heritage
Expression | Example |
National | The National Park Service uses USGS science to help maintain park lands for the enjoyment of all visitors. |
Regional | USGS streamflow data are used by recreationists to enjoy the natural beauty and wonder of the Colorado River. |
Discipline | USGS biological resource studies help America preserve its natural heritage for future generations. |
State | USGS data were critical in the development of the Wilson State Wildlife Refuge habitat conservation plan. |
Local | Effects of mining practices on water quality in the Bluefield area will be evaluated by USGS scientists. |
Center | The USGS Center for Coastal Geology focuses on the science needed to preserve America's fragile coral reefs. |
Audience Matrix (Version 4; 6/22/01, Mike McDermott)
The following matrix attempts to describe levels of relationship with external groups from the most general level of the public to the most engaged with a specific partner in terms of key elements defined below. Within the matrix, there are two basic types of relationships, a "public" relationship in which a government agency by definition is obliged to interact (generally by providing information for free), and an "exchange" relationship in which something of value, often funds, is exchanged for some form of products. It's important to note that one person or group can maintain different levels of relationship simultaneously, e.g., a State Geologist can be in a "customer" relationship buying a report as well as a signer of a cooperative agreement.
Audience Level/Element of Relationship | Public | Interested Public | Stakeholder | Congress | Customer | Cooperator | Partner |
Public or Exchange | Public | Public | Public | Public | Exchange | Exchange | Exchange |
Interest | Potential | Expressed | Expressed | Expressed | Expressed | Expressed | Expressed |
Value | | Indirect | $ Indirect/ Direct | Direct | $ Direct | $ Direct | $ Direct |
Time | | Information | Policy/ Information | Policy/Information | Product | Product | Product/Policy |
Goals | | | Support | Support | | Support | Shared |
Communication Vehicle | Passive: Website | Pass&Act: Web/email | Pass&Act : +Factsheet | Pass&Act : +Factsheet | Active: +Product | Active: +Data,info. | Active: +Knowledge |
Audience: Level of Relationship | Elements of Relationship | Communication Vehicle |
Public | Must be served | Interest | Potential or expressed | While communications is not an element of relationship, it is often how relationships are manifested. The range here is additive from passive Web sites to active exchange and engagement. |
Interested Public | Request specific service | Value | Received directly or indirectly |
Stakeholder | Influencer | Time | How spent time on/with USGS |
Congress | Appropriations & law | Goals | Support/Oppose or Share |
Customer | Product purchaser | | |
Cooperator | Shares time and material | | |
Partner | Shares time, material, and goals | | |
HANDOUT
|
|
|