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Scenarios
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Scenario
One: Public Awareness Campaign
Sudden Infant Death
Syndrome (SIDS) is the abrupt and unexpected death of an apparently
healthy infant, whose death remains unexplained after the performance
of an adequate postmortem investigation that includes an autopsy,
an investigation of the scene and circumstances of the death,
and the exploration of the medical history of the infant and the
family.
Through extensive
research and study, there are many hypotheses as to the cause
of SIDS. While medical professionals have not yet arrived at a
consensus regarding its cause, research has shown that the percentage
of children sleeping face-down who fall victim to SIDS is higher
rate than the percentage of those sleeping face-up. With thousands
of children dying each year from SIDS, it is imperative that the
latest research and medical instructions be made available to
every parent.
Scenario:
Create a communications plan to convey the seriousness of SIDS
and the steps a parent should take to ensure the safety of their
child.
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Scenario
Two: Industry Advisory Campaign
The drugs Dilaudid
and Dolophine are two prescription medications prescribed to aid
in the treatment of drug addiction, especially heroin. Both drugs
have an addiction liability similar to that of morphine, but are
much more potent. Despite being classified as prescription drugs,
Dilaudid and Dolophine are widely abused on the street, giving
them the name, “drug store heroin.” Abuse of prescription drugs
happens for a variety of reasons, one being negligence of pharmacies
to conduct sufficient checks of prescriptions or to even request
them.
Scenario:
Create a communications plan to discuss the longterm affect of
addictive analgesic narcotics, and the symptoms and side-affects
associated with each. Aim the communications plan at the pharmaceutical
industry to pressure compliance with FDA regulations.
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Scenario
Three: Intergovernmental/Internal
The U.S. Department
of Homeland Security officially began operations in March, blending
22 agencies into a single department and constituting the largest
reorganization of the federal government since the Department
of Defense.
The logistical difficulties
behind this move are abundant, with data-merging and personnel
issues dominating the dialogue. Keeping all the federal workers
who are affected by the reorganization in the loop is a staggering
task, but vital.
Scenario:
Create a communications plan that focuses on internal communications
within the sprawling Department of Homeland Security to ensure
a solid framework for logistical operations.
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Agenda
and Speaking Faculty
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Day
One: June 3, 2003
Developing Strategic Communications Plans
|
| 8:30 |
Registration
and Continental Breakfast |
| 9:00 |
Establishing
Effective Communication Strategies in Your Organization
Address the needs of government organization, learn how to develop
and utilize strategic communications plans, to ensure that you are
prepared to respond promptly and accurately to any situation. Overview
of communication scenarios designed to serve as basis for communication
plans. |
| 10:00 |
Identifying
the Role of Communications in Achieving Agency Program Outcomes
and Objectives
Using a
logic model methodology, develop a clear set of goals and objectives
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.
|
| 10:45 |
Scenario
Workshop:
Communications and Agency Objectives |
| 11:30 |
Break |
| 11:45 |
Defining,
Segmenting, Targeting and Knowing Your Desired Audience
Targeting your audience aids in the development
of a more focused and effective message. Identify and define your
audience, and deliver messages and information accurately. |
| 12:30 |
Networking
Luncheon and Scenario Workshop:
Target Your Audience
The revisions to A-76 have put additional emphasis on human resources
managers to effectively communicate with employees and unions during
the competitive sourcing process. Understand the new role of the
Human Resource Advisor (HRA) as well as additional strategies for
keeping employees apprised of the status of the competitive sourcing
initiative. |
| 1:15 |
Determining
Public Values and Stages of Public Judgments on Your Issues
Focus on the effects of public perception
on your agency’s strategic communications strategy. Examine the
issues of:
-
Seven Stages of Coming to Public Judgment
-
Perception v. judgment
-
Effects of the gender gap
|
| 2:00 |
Scenario
Workshop:
Determine Values and Judgment
|
| 2:45 |
Break |
| 3:00 |
Balancing
Your Message with Myers-Briggs Communications Styles and PIPES
The Myers Briggs Model of Personality is based on four preferences:
- Where,
primarily, is your audience’s energy directed?
- How
does your audience prefer to process information?
- How
does your audience prefer to make decisions?
- How
does your audience prefer to organize their life
|
| 3:45 |
Scenario
Workshop:
Appplication of Communications Styles
|
| 4:30 |
Adjourn |
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Day
Two: June 4, 2003
Putting Plans into Action: Developing Crisis Communciations Plans
|
| 8:30 |
Continental Breakfast |
| 9:00 |
Communication
Strategies - Presentations from Scenarios
Scenario teams present their communication strategies to the entire
group outlining all steps necessary in creating effective plan.
Feedback will explore:
- Strengths
and weaknesses of each plan
- Analysis
of plan
- The
importance of effective communication strategies
|
| 11:00 |
Break |
|
11:15
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Crisis
Communications Overview
When an emergency situation occurs, it is important that a communications
plan and strategy are in place to help mitigate a disaster. To
ensure success in addressing the issue, identification of the
crisis is necessary in order to fully implement the communications
plan. This session will examine:
-
Turning a communications plan into crisis communications plan
- Assembling
a communications team and spokesperson
- Managing
an internal voice for your external message
|
| 12:15 |
Networking
Luncheon:
Meet with Team and Discuss Scenarios |
| 1:00 |
Crisis
Communications Workshop:
Develop Crisis Response to Scenarios
|
| 3:30 |
Presentation
of Crisis Communication Strategies
|
| 4:30 |
Adjourn |
