U.S. IOOS Communication Strategy

June 28, 2013

National Oceanic and Atmospheric AdministrationU.S. Department of Commerce

2

Who?

Wha

t?

Whe

n?

How?

The goal of a communication strategy implementation is to identify target audiences, and to create focused messages and delivery methods that align with audience needs.

Communication Planning Framework

3

Stakeholder Analysis

Legitimacy

Power Urgency

The Salience Model assumes that each stakeholder or stakeholder group possesses one or more of 3 attributes. The Venn diagram is used to map each stakeholder group based on its attributes.

• Power ─ the ability of an individual or group to bring about their desired outcomes

• Legitimacy ─ relationship to program or project, established through organizational or programmatic structures, definitions, or norms

• Urgency ─ the degree to which stakeholder claims call for immediate attention

4

Communication Planning

How?

Communication planning is the art and science of reaching target audiences using marketing communication channels. Selection of the appropriate communication channel is dependent upon the stakeholder group, type of message to be delivered, and how often the message is to be delivered.

5

Continuous CommunicationsInformation is continuously and broadly available to all interested stakeholders. Examples include: websites and WebPages, posters and displays.

Periodic CommunicationsInformation is delivered to target audiences at pre-defined intervals, e.g. daily, weekly, monthly, etc. Examples include: newsletters, briefings, status reports, etc.

Event-based CommunicationsInformation is delivered to target audiences to coincide with specific program events, like the establishment of a new policy, new system availability, or announcement of program successes. Examples include: policy memos, press releases, and conference speaking engagements, etc.

Communication Planning — Channel SelectionThe timing and frequency of communications should be determined by specific stakeholder group needs, information to be delivered, and frequency.

6

Communication Planning — Message Types

Wha

t?

Determining the type of message to be delivered is as important as selecting the channel used to deliver it. Incorrect or inappropriate messaging can negatively impact stakeholder perceptions of the program.

7

The communication strategy provides a framework for developing a structured, focused communication plan to support communication with a wide variety of stakeholder groups. Ongoing efforts include:

•Identify a new tier(s) of stakeholders each year until all stakeholders are included in the plan

•Measure stakeholder satisfaction with existing products, services, and communications, and identify desired changes

•Develop clear, concise messages to be delivered to the targeted stakeholder groups

Summary

The IOOS Communication Strategy is a living and working document and should be updated as stakeholder needs change.