Develop an Effective Communications Strategy for Your Project: 45 Tips in 45 Minutes

Develop an Effective Communications Strategy for Your Project: 45 Tips in 45 Minutes Patricia B. Wood Director of Communications Federal Consulting Group U.S. Department of the Treasury July 12, 2005

Overview • What is your agency or cross-agency project and what do you need (or have) to do outreach • 45 + outreach and communication tips and resources • Brainstorm—share your ideas and successes • Wrap-up

Your Projects and Needs • What are your projects • What outreach and communication strategies do you need (or have) • What do you expect from this workshop

Develop Your Outreach Strategy • Make friends with your Public Affairs Office • Why do you want to publicize your project? • High score • Award • Good story • Good government • Educate a customer segment

Develop Your Outreach Strategy • How does your project’s mission fit your agency’s or cross-agency goals and objectives • What about President’s Management Agenda? • Who is your audience? • What media reach your audience? • What is your message

Working with Media • What media would want your story? • Newspapers (which newspapers?) • Radio • TV • Dot-com • Magazine • Newsletter

Understanding Reporters • Work with your PA office to make a list of media that should be interested in your project and how to contact them • Find out what reporters, feature writers and columnists want • Schedule an appointment • Stories or story ideas • How? Fax, Phone, Email • What are their deadlines

Relating to Media • It’s all about relationships, relationships, relationships • Introduce yourself—Call a reporter or columnist (or get your PA spokesperson to call) • Send out a press kit with general information, a one-page fact sheet, a few story ideas, and a cover letter introducing you or your team leader

Relating to Media • Always ask a reporter: Is this a good time to talk? • Assume that anything you say to a reporter is on the record • Find out if you should pitch your story to the reporter or the editor

Relating to Media • Always return a reporter’s phone calls • Always tell the truth • If you can’t answer a reporter’s question(s), say so and offer to get the information • Make a list of the officials who know your project who could be interviewed

Writing Press Releases • Write short, interesting news releases or fact sheets in plain language • Put facts first, use quotes, and don’t put name of the head of the agency in the first paragraph • Find the angle or lead sentence that will grab the reporter

Doing Media Interviews • Refine three positive talking points • Don’t use jargon • Personalize and humanize your information • Research your interviewer

Doing Media Interviews • Never say “No comment.” • Never say anything off the record (assume everything is on the record) • Never say “uh.” • Never be interviewed without doing your homework.

What Else Can You Do to Reach Your Audience? • Tell your employees first. They will tell others. Get your story in the newsletter & on the intranet. • Tell librarians—They love government information and pass it on. • Put your story on the Internet.

Public Affairs Resources • 100+ Marketing and PR Ideas http://www.sba.gov/managing/marketing/100ideas.html • PR Tool Kit http://toolkit.prnewswire.com/smallbusinessadministration/writingtips.shtml

Public Affairs Resources Communicators Guide from the Federal Communicators Network http://www.usda.gov/news/pubs/fcn/table.htm

Public Affairs Resources • Join the Federal Communicators Network (FCN). • Complete this page and submit: http://www.fcn.gov/members/join.htm

How to Reach Me Patricia B. Wood (Pat Wood) Director of Communications Federal Consulting Group (202) 906-7049 pat.wood@ots.treas.gov

Develop an Effective Communications Strategy for Your Project: 45 Tips in 45 Minutes