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Communications Office

Communications Office. Training for Director Chris Liu. Communications Division purpose. To keep employees, customers and stakeholders informed and engaged while building awareness of our agency and brand. What shapes our business?. The state of the state

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Communications Office

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  1. Communications Office Training for Director Chris Liu

  2. Communications Division purpose To keep employees, customers and stakeholders informed and engaged while building awareness of our agency and brand.

  3. What shapes our business? • The state of the state • The need to be responsive (work and react quickly), prioritize, understand lines of business and customers and be well-versed in multiple disciplines • Reputation management – the need to shape perception, the need to tell the agency’s story and our own, the need to be transparent, head off crises • Planning – measuring our effectiveness, being forward-thinking • Customer needs • Agency priorities

  4. Website governance, maintenance • DES website (des.wa.gov) • Brought together five separate agency sites • Extensive customer involvement and usability testing process • All DES divisions have ownership of their content • Planning next round of improvements/testing • Use data to drive decisions • InsideDES • State HR site (hr.wa.gov) • Shared ownership with OFM/State HR Division • State job site (careers.wa.gov) • Teamed with multiple agencies • Portal to online recruiting system

  5. Social Media Integration Tweet on DES Twitter feed directs recipient to DES website. Information on DES website leads to news article and photo gallery on The Olympian website. Tree removal on Feb. 18, 2013

  6. Social Media Expand use of social media Highlight programs for promotion • Example: Surplus • Visual tour of merchandise: Photos, video • Emphasis on environmental aspects • 1.6 million pounds kept from landfills • 99 percent of all materials reused or recycled • Computers for Kids • List of deliveries to school districts • Note partnership with Corrections • Target local media in delivery areas • Highlight for Governor’s Office: Gov Press Office‏@WAStateGov Contests aren’t only way schools can get computers. @DES_WA_Gov’s Computers for Kids Program distributed 7k comps in 2012.

  7. Communications Management System • Understand the effectiveness of your messaging by tracking open rates, click rates and deliverability • Create more compelling messaging to drive engagement • Reduce customer service calls and increase website traffic

  8. Marketing and branding • Standardized use of the logo.

  9. Marketing and branding • Clear, consistent document layout. Presentations, Fact Sheets, Meeting Agendas, Fax Cover Sheet, Letterhead, Policy, Policy Appendix, Procedure - We’ve created templates for all of these items.

  10. Marketing and branding • Staff expectations and standards.

  11. Branding to-do’s • Visual • Signage • Vehicles

  12. Media relations

  13. External communications

  14. Executive Communications • Messages from the Director • Legislative reports, presentations • Talking points • Weekly Alerts • Weekly Highpoints • Stakeholder messages, meeting materials

  15. Internal communications • Inside DES features, news and event coverage • Weekly email newsletter (DES News) • Printed off-site newsletter • PowerPoint slides for screens outside elevators • Committee support - Combined Fund Drive - Project Next - Employee Engagement Team - Wellness - Commute Trip Reduction - Safety

  16. Internal communicationsEvent planning

  17. Customer collaboration - LCB Liquor license auctions and closure of state stores Used DES relationship with PublicSurplus.com to leverage space for LCB. Provided multiple hyperlinks to direct traffic to the auction page. Surplus operations sold shelves, counters, cashier stands, and promotional items when LCB closed state run liquor stores. Real Estate Services worked with a private broker to sell the distribution center in Seattle.

  18. Customer Collaboration - WDFW Facebook post leads viewers to DES website. Information on DES website leads to story in Yakima-Herald Republic, Tacoma News Tribune and numerous mentions in online communities & forums. Antler auction Jun. 13, 2012

  19. Videography and photography • Communications teams with Development Services to provide agency video support • Project planning and scripting • Video production and editing • Posting to state YouTube site • Promotion of product • 35 mm digital camera produces high quality photos for web sites and publications

  20. Visual Storytelling • Expand use of video • Opportunity to tell story visually, integrate with other media • Highlight programs for promotion • Let employees talk about their work • Opportunity for management team • Previous exampleCleaning of dome • Limit use, get “bang for the buck”Producing video is the most time-intensive and expensive media option. • Be selective • Set criteria for using video (will other media options be just as effective?) • Capacity for internal projects only?

  21. Division and Program Support Communications staff are assigned to each division/program • Attend huddles, keep informed of work group activities, build relationships, and share communications activities • Consult and assist agency work groups in developing effective, innovative communications products that reach their audiences, tell their stories, and sell their services • Support work groups in creating business communications that are professional, to the point, and deliver the right messages (HRMSCommunications listserv, Year End, Sample messages )

  22. Comm.Director • Media relations • Executive communications • Communications strategy • Donna Bogumill • Office coordination • Web management (DES, HR, intranet) • Web Content Team • Enterprise Planning/ Lean Culture • Jon Pretty • Social Media strategy • Email management • Visual branding • Customer Mgmt. • Video production • Web support • Jennifer Reynolds • Media relations • Business Resources • Video production • Enterprise Planning/ Lean Culture • Web support • Dennis Gustafson • Time, Leave, and Attendance • Personnel Services • Web support • Careers.wa.gov • HRMS/payroll Enterprise Services Communications • Jim Erskine • Media relations • Campus Updates • Facilities • Contracts & Legal • Video production • Amy Ray • Internal comm. • Inside DES • Committee support (Project Next, CFD, EET, Wellness) • Emergency comm. • Amy Emerson • Enterprise Tech.Solutions

  23. Challenges To be woven into other slides: • Agency unity – how we appear to our customers • Workload • Internal agency processes – still often ineffective or unclear • Workgroup reluctance to communicate about issues/service development (i.e., ETS, CMS and Fleet Operations videos, etc.) • Seen as a barrier, rather than a resource (primarily an education issue) • Earning buy-in for standards and guidelines, respect for expertise

  24. Opportunities To be woven into other slides: • To position ourselves as a resource, not a barrier (we understand diverse audiences and have great skills – Plain Talk, technical writing) • Develop publication and video standards to help strengthen our brand • Distribution/ data mining (RFP for Web-based Communications Management System)

  25. Anticipate and Prepare Working with division staff to: • Avoid surprises • Weekly Alerts/Highlights for Governor’s Office • Anticipate, plan ahead • Identify opportunities to tell our story • Build agency credibility; influence our reputation • Prepare customers/employees for change What we’re doing differently • Regularly updating communication outlooks • Increased check-ins with divisions/programs • Integrating messages and methods • Expanding use of social media

  26. Top Immediate Priorities • Internal • Promote Lean Culture and Enterprise Planning • Inform employees about PERC decisions and elections • Promote Project Next • Continue/increase regular check-ins with divisions • Improve internal communications • Survey/focus groups to determine employee preferences • Feature more news on intranet • Feature stories on work groups, especially those outside of 1500 Jefferson • More visual storytelling • Videos • Photos • Posters External • Time, Leave and Attendance project • Surplus • Computers for Kids • Sale of surplus properties • Procurement Reform • Debarment policy • Vendor fee for contracts • Risk assessment for agencies • June 19 event in Spokane • DES rates and service commitments • Contracting out • Web services • Mail delivery • Bulk printing • Legislation / Budget • Prepare to communicate final outcomes • Operating and Capital budgets • US Bank / Purchasing card contract • Anticipate $8.4 million in rebates • Hillside reforestation project

  27. Build Identity Work with Customer Management • Identify trends from phone calls, web use • Create display, marketing material • Ensure consistent messaging, coordinated approach • Further develop templates • Update parking signs on Capitol Campus • Surveys: • Determine if appropriate to gain insights • Develop appropriate survey • Keep results in central location • Help ensure follow-up

  28. Management Communications • Periodic updates from the director/management team • Feature results from programs • Highlight inter-relationships • Items will be concise, link to other information

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