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

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Presentation on theme: "Effective Outreach Strategies for ST Communicators TSD Communications SSTI Community of Practice Meeting February 24, 2011."— Presentation transcript:

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


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