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Making USGS information effective in the electronic age, USGS Open-File Report 03-240

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?

What are the Building Blocks of Effective Communication.

OVERHEAD 24

Building Blocks of Communication

Building block: Objective.

What is the objective you are trying to achieve?

  • Inform
  • Influence
  • Communicate
  • Engage
OVERHEAD 25

Building Blocks of Communication

Building Blocks: Audience.

  • Who are you trying to reach?
  • Why that audience?
  • Use the Audience analysis
  • Keep audience in mind
OVERHEAD 26

Building Blocks of Communication

Building Blocks: Message.

  • 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

Building Blocks: Format.

  • Choose a format that “works” for your audience
  • Think about their needs; their world

OVERHEAD 28

Building Blocks of Communication

Building Blocks of Communication, Distribution.

  • 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

Building Blocks of Communication, Evaluation.

  • What worked?
  • What didn’t?
  • What could you change?
  • What would improve future products?
OVERHEAD 30
Highest level of contact to most-targeted audienceArrow.Disseminate

through

multiple

mechanism

and

forums
Arrow.
Increased Activity/Contact to an issue-oriented subsetBlack arrow.
Gold Arrow.
Distribution/announcement of newly .released information, technology, or product(s) to a broad audience baseBlack arrow.

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

Building blocks displaying top to bottom: Evaluation, Distribution, Format, Message, Audience, Objective.

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

USGS scientists aboard ship.

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 CongressCustomer Cooperator Partner
Public or Exchange Public Public Public Public Exchange Exchange Exchange
Interest Potential Expressed Expressed ExpressedExpressed Expressed Expressed
Value  Indirect $ Indirect/ Direct Direct $ Direct$ Direct $ Direct
Time Information Policy/ Information Policy/Information Product Product Product/Policy
Goals   Support Support   SupportShared
Communication Vehicle Passive:
Website
Pass&Act:
Web/email
Pass&Act :
+Factsheet
Pass&Act :
+Factsheet
Active:
+Product
Active:
+Data,info.
Active:
+Knowledge


Audience: Level of RelationshipElements 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 serviceValueReceived directly or indirectly
Stakeholder Influencer Time How spent time on/with USGS
Congress Appropriations & law Goals Support/Oppose or Share
CustomerProduct purchaser   
Cooperator Shares time and material  
PartnerShares time, material, and goals  


HANDOUT

Skip past index at bottom of page
Title Page / Summary / Introduction / Goals / Overview /  Outcome

Appendices:  I. Agenda /  II. Vision / III. Earth Science / IV. Communication / V. CORDlink
                       VI. MRIB /  VII. CMGP Homepage / VII. Brainstorming / IX. Participants

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