1. Effective Outreach Strategies for ST Communicators TSD Communications SSTI Community of Practice Meeting February 24, 2011

2. What is your strategy? Define specific policy objectives and execute persuasive communications efforts based on these objectives. Your communications strategy supports your policy strategy -- it is not a substitute.

3. Key Elements of Communications Plan - Goals and objectives - Audiences - Strategy - Messaging - Tactics - Tools - Measurement - Analysis

4. Goal of ST Communications Efforts Identify the groups that are essential or important to your success at each phase of your overall effort. Focus your communications on those groups. One  One One  Some One  Many Some  Many Many  One

5. Key audiences DOT: leadership, HQ and district office Key state agencies involved in transportation planning: Governor, Cabinet executives in other transportation and planning agencies, budget office. Key legislative stakeholders: legislators and staff Planners: Metropolitan and regional planning organizations Firms directly affected: Construction firms, consultants Private sector: Chamber of Commerce, large employers, small business groups Outside advocacy groups: environmental groups, community groups Key decision elites: Large daily papers -- editorial boards and columnists

6. Messaging Messaging must be broadly consistent across all audiences to avoid conflict and confusion. Simple, easy to understand, jargon-free Critical to tailor messaging to each audience to stress component of broader message that is most effective with each. Repetition, repetition, repetition

7. Tactics Important to understand why they should care, and what are key levers of influence so that you can shape tactics to each audience. - materials and publications - meetings - bring in practitioners who can testify to successful execution - using third party validators (academics) - leverage related events (e.g., Minnesota bridge collapse) - keep allies informed and engaged - alternative "ribbon cutting" events -- celebrate successes

8. Tools - Build comprehensive lists of contact information and track contacts - Develop economic stats and other quantitative information to prove your case - Tell stories of community experience and impact - Design and administer online surveys to gauge comprehension of issue, areas of concern, progress

9. Measurement and Analysis - Benchmarking - Research - Progress against goals - Recalibration and course correction

10. Conclusion