| Agenda
and Speaking Faculty |
Instructors:
Jen Jacobs, Senior Fellow, The Performance Institute*
Felipe Monroig, Director of Consulting, The Performance
Institute |
| Day
One: May 10, 2004 |
| 8:30 |
Registration
and Continental Breakfast |
| |
The
Five-Step Framework for Strategic Message Development |
| 8:30 |
Step 1: Identifying the Role of Communications in Achieving Agency
Program Objectives and Outcomes
Using the Logic Model methodology, develop a clear set
of goals, objectives and program outcomes in order to develop an
effective communications strategy. Identify effective performance
measures and strategies that link resources to results and gauge
the effectiveness of your communications plans. |
| 10:15 |
Break |
| 10:30 |
Step 2: Defining, Segmenting and Targeting Your Agency’s
Audience
Government agencies are challenged to move beyond broadly publicizing
their agency’s cause to targeting the message to specific
audiences. Use this session to help identify and define your audience
while delivering messages and
information accurately. |
| 11:30 |
Networking
Luncheon |
| 12:45 |
Step
3: Creative Message Development: Identifying Values to Improve Message
Development
The ability to tell a good story is the key element in
getting your agency’s name in the press and getting your employees
quoted. Use this session to help develop creative and effective
strategies and messages, working with the values of your audience
to ensure that your message will be heard and understood. |
| 1:45 |
Step
4: Effective Branding in Government: Selecting the Words and Symbols
to Advance Your Message
Brand building defines your agency and what it stands for. This
drives loyalty and ensures public and employee
retention. Identify the most effective symbols and integrate them
into your strategy in order to develop relationships, build name
recognition and position yourself as THE comprehensive source of
information on an issue. |
| 2:45 |
Break |
| 3:00 |
Step
5: Performance Measures: Using Measurement to Define and Implement
Communications Strategy
Like never before, government communicators are held responsible
for their ability to quickly and efficiently deliver effective communication
results. Establish performance measures in your overall strategy
and then utilize them to measure your program performance and make
adjustments as you go, thus, increasing efficiency and enhancing
program results. |
| 4:00 |
Adjourn |
|
Day Two: May 11, 2004 |
| 8:30 |
Continental Breakfast |
| |
Implementing
Your Communications Plan |
| 9:00 |
Internal
Communication: Getting Your Employees “On-Message” and
Linked to the Brand
Government departments and agencies recognize that with an internal
understanding of a brand, the organization’s culture is enriched
and a cohesive environment emerges. Such an environment is guaranteed
to have a positive impact on your bottom line.
- Brand your organization effectively
- Guarantee employee and stakeholder understanding and buy-in
- Promote your department and agency mission through internal messaging |
| 10:15 |
Break |
| 10:30 |
Application
Session A: Keeping Your Cool in a Crisis Situation
An
emergency situation is already stressful – any missteps in
communications efforts can have serious consequences for your agency
and for the public. It might be an intangible "crisis of confidence"
which threatens to undermine your image or a very tangible catastrophe
involving financial loss or risk to human lives. How you respond
at such a moment is likely to have great bearing on your future
success. Use this workshop to help prepare a comprehensive plan
to respond to a crisis situation.
- Cultivate relationships with local media and anticipate
media attention
- Develop creative ways to identify with the public and the
media
- Ensure critical incident debriefing |
| 12:30 |
Adjourn
Morning Workshop |
| 1:30 |
Application Session B: Grassroots and Grasstops Communications
Techniques
It is important for agencies to produce meaningful relationships
with policy-makers, opinion-shapers and the general public, especially
during periods of transition. This interactive session will feature
best practice methods for expanding your professional contacts
to promote the growth of your association and/or membership-based
organization.
- Examine benchmarking techniques and measure the success of calls
to action
- Develop practical strategies that enable you to reach a greater
audience
- Identify outlets to help develop and disseminate the agency
agenda |
| 3:30 |
Town
Hall Meeting
Participate and provide your thoughts and suggestions on the future
of government communications. This session is your opportunity
to voice concerns, raise questions, suggest solutions and exchange
ideas with your colleagues from across all levels of government
on the current state and future of measuring performance in government
communications.
Facilitated by Kim Angarella, Associate Director,
The Performance Institute |
| 4:00 |
Adjourn |
