Local Customer Outreach

1. Local Customer Outreach Barbara Mayes Boustead NOAA/NWS Forecast Office, Omaha/Valley, NE Julie Adolphson NOAA/NWS Forecast Office, Pleasant Hill, MO

2. Know customers/partners and understand their requirements. Define and give examples of reactive and proactive outreach. Identify advantages and disadvantages of reactive and proactive outreach. Identify steps to prepare for media interaction. Learning Objectives

3. The local office (WFO) is the primary public interface for NOAA, especially when climate issues have a potential impact in the local area, and one of the common entry points for public requesting weather and climate information. Local offices should convey climate information to their customers both: As a part of an organized office outreach activity (proactively) As a part customer service upon request (reactively) Introduction

4. Connected: You should be able to connect what you are about to see with other operational climate services courses. Operational: You will get a clear idea of what outreach options are available for you to exercise at your office, as well as what is expected and what is suggested. Interactive: Be prepared to participate! Purpose

5. Definition of Outreach Communication with external audiences* specifically designed to: • Foster understanding about NOAA’s mission, products, and services; or • Promote use of NOAA information, products, or services • *NOAA Definition of External Audiences: Any individual or • group composed principally of individuals outside of NOAA • and DOC, including individuals from federal, state, and local • government agencies; private companies; non-profit • organizations; grantees; constituent groups; media; citizens; etc.

6. Acquire knowledge about climate from training exercises Teach material to other staff Know your partners and customers AND understand their needs/ requirements Break down information to the level of the audience Minimize jargon Don’t sacrifice accuracy Build the Foundation

7. Teach the rest of your staff how to respond (and speak the language) about climate Staff meetings Brown bag lunches Intranet guides Highlight best practices Build the Foundation

8. NOAA Climate Portal NWS Climate Services WFO Support NCDC Global Hazard and Significant Events CPC US Hazard Assessment Electronic discussion group membership (Drought, AASC, NWS regions, etc…) ***Links in this presentation may be found on the References page. Know Your Resources

9. Other NOAA and NWS offices Regional Climate Centers Your regional center expertise/capabilities/web tools State climatologists and their expertise/ capabilities List of state climatologists in your CWA, their expertise/capabilities, and the American Association of State Climatologists (AASC) Work particularly closely with AASC-Recognized State Climate Offices (ARSCOs) Academic institutions List of local universities, faculty and their expertise Refer to PCU1-Reference Tool for web-based references Know Your Partners

10. Know Your Partners • RCCs • AASC/State Climate Office • USDA • US Army Corps of Engineers • National Drought Mitigation Center • EPA • Other NOAA • NCDC • RISAs • IRI • CDC • Others in your area?

11. Know Your Customers • See the example list of customers and partners (make sure you have one) • Know why they are seeking climate information – may shape your response

12. Know Your Customers • Agriculture • Business, manufacturing • Commercial Weather • Commodities and energy markets • Consultant • Contractor • Education K-12 • Emergency managers • Engineer • Federal Government • Individual • Insurance • International groups and entities • Legal • Library • Manufacturing • Media • Mining, forestry, fishing • Non-Profit Corporation • Recreation/Tourism • State Climatologist • State/Local Government • Transportation • University/academia • Utilities/Energy • Water resource managers

13. Know Your Customers:Novice Customers • Novice Customers • Use climate products for general information purposes, such as: • Event planning • School assignments • Writing news stories • Curiosity • Often do not know what they are looking for and need guidance • Examples • General Public • Students • Some Educators • Some Media

14. Know Your Customers:Intermediate Customers Intermediate Customers Use climate products periodically for impact assessment, problem solving, decision-making Are not usually interested in high level information such as background information and science behind the products May provide input that leads to creating new products based on applications • Examples • Agriculture • Commodities • Energy/Utilities • Natural Resources • Tourism/Recreation • Manufacturing • Insurance/Legal • Transportation • Some Media • Emergency Management • Commercial Weather

15. Know Your Customers:Advanced Customers • Advanced Customers • Interested in knowing the science behind the products • Provide input on: • Improving the science • Creating new products • Implementing better technology for better service • Examples • Climate Services Partners • NCDC • RCCs • State Climate Offices • Private Sector/ Commercial Entities • Climate Research Partners • NOAA Research Centers • Colleges and Universities • Climate Education Partners • COMET • Colleges and Universities

16. Time Out!Brainstorm Outreach Topics

17. Brainstorm: Topics Possible topics that might generate customer requests (reactive outreach) or spark presentation (proactive outreach): • Data requests/issues • Climate change • Explanation of wet/dry/hot/cold pattern • Relationship of ENSO phase to weather pattern • Forecast for upcoming winter/spring/tropical/convective season • Weather/climate history for (significant) days • Record or near-record events in context of climatology • Etc….

18. Take home exercise: Create a sample list of questions relevant to your location’s particular climate concerns Then, anticipate the answers to those questions Anticipate Topics

19. Reactive and Proactive Outreach

20. Definition of Reactive Outreach Reactive Outreach: • Your customer initiates the activity: • Customer inquiries and questions • Requests for service • Requests for partnership in Climate Services

21. Definition of Proactive Outreach Proactive Outreach: • You plan/initiate the activity: • Workshops and meetings • Publications, news releases, and web pages • Seeking partnerships in Climate Services

22. Time Out!Compare Proactive and Reactive Outreach

23. Proactive vs. Reactive Outreach ADVANTAGES

24. Proactive vs. Reactive Outreach DISADVANTAGES

25. Social Media and Other Emerging Technology • Can be either proactive (initiated by you) or reactive (initiated by customer) • Guidance is evolving… be ready to evolve with the changes in formats, technologies, and policies! • Include formats such as: • Facebook, YouTube, Wikipedia • Twitter / Twitterfall • Other “immediate news” delivery (i.e. RSS feeds)

26. News Media • Climate Issues are Popular • Prepare in advance • Let’s practice

27. 12-15 sec. Crisis Communication Plan 10 worst-case questions 10 things NOAA/NWS does well 1. . . . . . . 10. 1. . . . . . . 10. 4-sec Answer + Bridge + 2 Themes *(Dick Brundage Method)

28. Crisis Communication Plan: Climate Services Exercise 1 The forecast for the next 3-month period suggests equal chances (EC) for the entire portion of our viewing area. What good is that? Theme 1 4-sec AnswerBridge Theme 2 *(Dick Brundage Method)

29. Crisis Communication Plan: Climate Services Exercise 2 Your climate data records say that 3” of snow fell on (a particular date), but I know we had at least 6” here. Why are your records wrong? Theme 1 4-sec AnswerBridge Theme 2 *(Dick Brundage Method)

30. Crisis Communication Plan: Climate Services Exercise 3 Global warming isn’t real, as we saw with record snowstorms and a really cold spring this year. So why is NOAA creating a Climate Service? Theme 1 4-sec AnswerBridge Theme 2 *(Dick Brundage Method)

31. Developing Proactive Outreach Steps for Developing Proactive Outreach: • Understand “5 Ws” • Select Target (product and audience) • Select Format • Engage Feedback

32. Planning the Event • Why is the outreach needed? Motivation (Statement of the need) • What information needs to be conveyed? Target Product, Event, Phenomenon • Who will be the target audience? Target Audience • Howwill the information be delivered? Delivery Method (Selecting format) • Where will the information be applicable? Place of Significance • When will the information be applicable? Period of Significance

33. Targeting a Product • Select a product • Example: Local 3-Month Temperature Outlook • Example: Ongoing drought • Example: Climate change • Understand the product, event, or phenomenon • Consult subject matter experts • Prepare bullet points • Use visual aids

34. Selecting a Format Possible formats include: • Workshops, conferences, seminars • Fact sheets • Brochures • Web publications • News release/conference Piggyback off existing formats • Workshops, conferences, seminars in area • Office newsletter • Spotter training • Office website

35. Workshops, Conferences, Seminars • Before • Establish a planning team • Work with your local office management and other interested staff • Consult with your CSPM, other regions, and other WFOs that have prior experience • Explore partnerships for co-hosting event • Give yourself a plenty of lead time • Determine budget • Select location, date, length, venue • Consider linking to existing activities (such • as a local chapter AMS or NWA meetings) • Delegate workload, including: • Logistics • Agenda development • Inviting speakers • Advertising to target audience

36. Workshops, Conferences, Seminars • During • Utilize team for assistance in meeting execution • Test AV equipment and have the AV “go-to” people (or their numbers) handy • Enlist a note-taker to write down action items and key points • Save all presentations (to be posted later) • Allow time for discussion, both formal (on the agenda) and informal (at break/lunch/reception)

37. Workshops, Conferences, Seminars • After • Evaluate the outreach • Compile all action items and distribute among your FPs for discussion • Composite all feedback by feasibility and priority and discuss with your FPs. • Provide feedback to your CSPM • Provide follow-up on actions taken during the meeting • Provide accessibility • Upload all presentations on the web for reference • Send courtesy thank you note to all participants along with accessibility information

38. Fact Sheets • Deliver basics of a concept of interest • For a given target audience, answer the following questions: • What is the information being delivered? • Why is the information important for the audience? • Write in plain language and carefully proofread!

39. Brochures • Similar to a fact sheet • Text more bulleted, not paragraph format • Delivers basics of a concept of interest, answering the following questions: • What is the information being delivered? • Why is the information important for the audience? • Write in plain language and carefully proofread!

40. Web Publications Examples: • Local (graphical) products • Specialized web pages • Drought • Specialized seasonal outlooks • ENSO relationships

41. Web Publications WFO Tulsa OK: Clickable Climatology

42. Web Publications WFO La Crosse WI: Drought Webpage

43. Web Publications WFO Melbourne FL: ENSO Forecast for FL

44. News Releases and Conferences • News Release • Big 8 of Press Release • News Conference • Sweet 16 of Dealing with Media

45. News Releases Why: You have information that you need to distribute and you want to use the media: i.e. “A new outlook for Kansas City is available at http//:…” How: Your WCM, as well as Regional and National PA, will help put together the news release. However, you need to provide the information. If you are listed as a contact, expect to get lots of calls from media for detailed information

46. Big 8 of News Releases • Goal: Using the media as a proactive resource • Coordinate with your PA • Release to all media in your area • Be factually accurate • Communicate a thoughtful, intelligent content • Present the image of NOAA in a good light • Portray as not only a reliable source but also responsible one • Portray as the one being in control • Be prepared to receive calls from media

47. News Conferences Why: You have information that you need to distribute and you want to use the media (i.e. Drought will worsen). How: Normally it is done locally and nationally. Usually accompanied by news release.

48. Sweet 16 of Dealing with the Media • Goal: Using the media as a proactive resource • Use it sparingly • Know the facts; don’t guess • Rehearse your message • Prepare “Bullet Facts” to reporters before interview • Prepare for the worst (Activate Crisis Comm. Plan) • Answer questions, stay alert, listen • Relate to the target audience, not the interviewer • Be politely persistent, but don’t get angry • Localize your story • Stick to the subject • Dress for the occasion • Never go “off-the-record” • Do not leave the room for media to complete the story • Know the reporter • Record your interview • Watch your body language

49. Feedback Direct Feedback • Responses to requests to participate in “feedback” • More formal and documented • Example: Surveys Indirect Feedback • Often provided via questions from participants/recipients • Informal and usually not documented • Example: Media follow-up calls regarding a news release Relay feedback to your Climate Services Program Manager for product and service improvement!

50. Example: Direct Feedback Questions