1. WSU Public Policy, Advocacy, and Engagement
9/15/2018
WSU Public Policy, Advocacy, and Engagement
Colleen Kerr, JD
Vice President of External Affairs and Government Relations
Washington State University

2. Who we are
Chief Legislative Officer model: bringing discipline and “campaign” style focus to issue prioritization and building a “permanent campaign approach” to succeed in public policy advocacy and engagement
Development of an engagement model that builds and feeds the campaign approach: external coalitions, grasstops and grassroots.
Supported by an internal engagement model with key constituencies: highly collaborative, but dependent on campaign styled focus and defining clear wins.

3. Coordinated Stakeholder Engagement
Opportunities to engage with the public and stakeholders exist 365 days/year
Legislative session requires a focused and disciplined engagement
Public Policy Agenda
Public Stakeholders
Peers Institutions
Legislature
Business
State/Federal/Local Gov’t
Trade Associations
NGOs
WSU Legislative Agenda
Economic/Community Development Organizations
Outreach, Engagement & Communications
Students
Parents
Tribes
Directors
Engaged Citizens
Staff
Media
Faculty
University Stakeholders
Alumni
Influencers/Opinion Leaders
Administration
Donors
Community Leaders
Regents
K-12 Community
Labor

4. Who we are … continued Federal Relations: Glynda Becker
9/15/2018
Who we are … continued
Federal Relations: Glynda Becker
Represents WSU in engaging Members of Congress and staff, the White House, and Executive Branch agencies
Promotes WSU’s academic, research, and service mission to build Federal support for institution’s programs & activities
Manages relationships with Federal legislators, key committees and caucuses, Federal agency officials, higher education associations and strategic coalitions tied to research agenda
Issues covered: higher ed programs, student aid, budget and appropriations, science & technology, and a host of regulations
With over $320 million in federal research expenditures annually and so many of our students receiving federal financial aid, our success in D.C. is critical to WSU

5. Who we are … continued State Relations: Chris Mulick
9/15/2018
Who we are … continued
State Relations: Chris Mulick
Represents WSU by actively engaging the state’s elected leadership
Collaborates with the state legislature to ensure core funding to support WSU as a world class academic and research institution
Educates legislators regarding the impact of state funding decisions on WSU’s future
Works with faculty and campus leadership and student volunteers to help share information and advocate for the value of WSU as a public research institution in service to the state of Washington
Ensures the state supports basic academic programming, faculty and staff salaries, operations of academic departments, core facilities, “keeping the lights on"

6. Who we are … continued Regional Relations: Marcia Garrett
Works to raise the profile of WSU in the greater Puget Sound region
Builds bridges between WSU, the Puget Sound area, by providing ideas, information, and connecting WSU expertise with strategic constituencies
Strengthens support for WSU and public higher education by linking WSU to the community and building strategic constituency relationships

7. Who we are … continued Public Affairs: Ann Goos
Creates and manages content that supports key WSU initiatives intersecting with government. Ensures WSU messages are consistent, timely, and relevant.
Dual role in serving external affairs/government relations and university communication - ensures WSU’s communication strategies reflect the organization’s strategic vision in the public policy space.
Engage Seattle-Tacoma external stakeholders and media on behalf of the WSU brand across multiple communications channels and vehicles
Link external affairs and government relations initiatives to develop and implement media messaging, marketing strategies, and promotion plans

8. Trends in Higher Education – Washington State
9/15/2018
Trends in Higher Education – Washington State
The Great Recession … huge reductions in state funding, loss of support for higher education … trend of state disinvestment is nationwide and created impetus for a new approach for WSU starting in the pivotal year of 2010.

9. Engagement, Campaign-styled approach results in policy and funding victories
Washington is the only state in the country to reduce tuition in 2015 – by 15% and backfilled M/O
WSU receives authorization and initial funding for the new medical school in Spokane, clinical campus across the state ➢ $10 million in 2017
WSU received funding for growing new academic degree programs on the west side of the state (WSU Everett) ➢ new building
WSU consistently receives $$ for major capital projects, often receiving more state funding than any other public institution.

10. Why An Engaged Campaign Style Approach? students, dollars, and votes
9/15/2018
Why An Engaged Campaign Style Approach? students, dollars, and votes
Discipline in strategic engagement strengthens the standing of your university with elected officials, strategic coalitions, influencers, and alumni/donors – builds credibility and aligns with interests
Engages internal and external constituency groups – establishes relevance
Advances priorities – repetition of WSU’s brand promise, value proposition: Inculcate values of our land grant mission and service to the state (and beyond)
Sharing information is critical
Good CREDIBLE information that strengthens the standing of your university
Relevant information that engages
Information that helps repeat – through stories – your main, top line messaging -

11. How we employ a campaign styled approach to policy engagement …
9/15/2018
How we employ a campaign styled approach to policy engagement …
Define ‘the win’ – advancing WSU’s research and education mission and goals align with public values
Target strategic influencers (voters & those who influence voters) –identify and cultivate policy-maker and stakeholder champions
Collect data, formally and informally to gauge opinions and to identify messages that resonate and align with policy concerns of the public
Communicate with our constituents directly– owned media, placed media, paid media and engage
Develop a ‘field’ effort –build thru engagement, partnerships, events, alumni advocacy efforts, coalitions, collaborations, with etc.

12. What do we know about elected officials
Ann Goos
9/15/2018
What do we know about elected officials
Universities have unique assets that lawmakers and influencers appreciate (students, donors, voters)

13. “campaign” engagement: coaltions
9/15/2018
“campaign” engagement: coaltions
Building a base of higher ed supporters
Discuss how important these kinds of coalitions and sharing mutually beneficial goals are to permanent campaigns of building lasting relationships, champions, and strong fiscal ties – College Promise Coalition and the Greater Good Campaign of the Seattle Times – great coalitions that we continue to build, work with, support

14. Community Coalitions Growing stakeholder constituencies 9/15/2018
These organizations are examples of strong and vocal supporters for our medical school, our WSU Everett campus, our AMR coalition, our clean tech research portfolio, and for WSU’s importance in the Greater Puget Sound area. We actively support and engage with these entities to help them realize their mission and priorities; they in turn support WSU

15. 9/15/2018
Engagement: build strategically & implement collaboratively … our results
WSU continues to gain stature
WSU is more top of mind for thought leaders
WSU is viewed as a quality academic, research University in service to state, nation, world
WSU students are making a difference, well prepared
WSU ably serves well-prepared students, engages donors in their philanthropic dreams, and garners votes in support of quality higher education