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Day
One: October 7, 2003
8:00
Registration and Continental Breakfast
8:30
Keynote Address: Visibility Through the
Fog
Seven Hurricanes, 1,000 tornadoes and 10,000 floods...America
is the most severe weather-prone nation in the world! But even
universally American topics of conversation aren't easy to brand.
The sheer volume of competing messages and diminishing column-inches
has made the task of conveying the message of all agencies more
difficult than ever. Public affairs and communications staff at
government agencies have to rely on a mix of old and new strategies
and vehicles for reaching their constituents - strategies like
corporate branding and comprehensive communications planning,
and vehicles like the internet, the commercial media and good
old fashion grassroots movements. Listen as the public affairs
chief at the NOAA National Weather Service, one of the nation's
most visible federal agencies, paints a mosaic of the role integrated
marketing communication plays in its successful branding efforts.
Focusing on an innovative public service approach, the NOAA/NWS
public affairs staff helps save lives through media and public
education, while building the agency's reputation as a provider
of critical citizen services.
Curtis Carey, Public Affairs Chief, NOAA National Weather
Service
9:15
Leadership Panel: The State of Practices
in Government Communication
This interactive panel discussion will delve into the present
state of government communications, and the events that are shaping
the landscape of the future. Examine the latest innovations, strategies
and lessons learned from leaders in the field. Bring your questions
and be prepared to join in the discussion!
Peter Ashkenaz, Deputy Director for Public Affairs,
U.S. Department of Health and Human Services
Robert Hoage, Chief of Public Affairs, Smithsonian National
Zoo
10:30
Break
10:45
 Identifying
the Role of Communications in Achieving Agency Program Outcomes
and Objectives
Using the Logic Model approach, develop a clear set of goals-program
outcomes and objectives-in order to develop an effective
communication strategy and increased measurable performance
results. This session focuses on the impact public perception
and communication styles have on the receptivity of your
targeted audience. Link the outcomes of communication programs
to performance measures and track the effectiveness of your communication
strategies.
Carl DeMaio, President, The Performance
Institute; Senior Fellow, Reason Foundation
Felipe Monroig, Director of External Affairs, The
Performance Institute
12:00
Networking Luncheon
1:00
Framing Your Message and Targeting the
Right Audience
By targeting your audience specifically, you can develop your
message more effectively. Once you target your audience, you can
understand their needs and benchmark the progress of your goals.
Use this session to identify and define your target audience and
to ensure that your message stands out in an oversaturated and
constantly changing media and communications environment.
Kathy McShea, President, Emerald Strategies, Inc. (formerly
of the U.S. Department of Energy)
2:00
Communication for Success: Why Branding
is Critical
In order to successfully execute communication strategies, it
is necessary to identify the most effective symbols and integrate
them into your strategy in order to develop relationships, build
name recognition, and position yourself as the ready source of
information on your issue. Utilize best practices to accurately
reflect and reinforce positive attributes, core competencies,
mission, message, goals, and value to the public.
George Selby, Supervisory Marketing Specialist, Marketing
Services Office, U.S. Census Bureau
3:00
Break
3:15
Relating to and Working with the Media
At times, the relationship between public affairs professionals
and the media can seem adversarial to say the least. Develop relationships,
protocols and identify the most likely outlets for your organization
to work with, and deliver your well-crafted information. This
session will prepare you to handle media enquiries and equip you
with the knowledge to bring television, radio, web and print media
to your doorstep.
Marci Hilt, Press Officer, U.S. Trade Representative
4:30
Adjourn
Day
Two: October 8, 2003
8:30
Registration and Continental Breakfast
9:00
Working Across Federal Agencies
Utilize partnerships on the national level and across the federal
government to increase your pool of resources, coordinate your
message and create a larger, more effective outreach effort. Learn
how to manage activity, promote the exchange of ideas and information,
and find mutually beneficial solutions to problems.
Jeffrey Vargas, Office of Corporate Human Resources
Initiatives, U.S. Department of Energy
10:00
Clear and Balanced
Communications with External Stakeholders
Integrate citizen and stakeholder involvement with your communication
strategy in order to create a more targeted message and reach
a more focused audience. Explore best practices for utilizing
stakeholder input and identifying key external audiences.
Sybil R. Bowick, Public Information Officer, District
of Columbia Department of Health Maternal and Family Health Administration
11:15
Break
11:30
Marketing Your Agency's Message on a
Limited Budget
These days, your marketing programs must be created and conveyed
by using fewer resources and less expensive means. They must strategically
deliver on both short and long-term objectives, and meet or exceed
your past marketing goals. This session will teach you how to
build a foundation for ensuring that your budget request is defendable
and justified.
Anne Atkins, Communications Director, Virginia Department
of Motor Vehicles
12:30
Networking Luncheon
1:30
Innovations in Federal Government Web
Design
Redefine the relationship between citizen and government by providing
interactive citizen-centric web-base services through your web
site. Learn how the federal government uses strategic partnerships,
emerging technologies, and effective new technologies to reach
and serve their external audiences.
Douglas Galbi, Federal Communications Commission
3:00
Break
3:15
Return on Investment-The External Communications
Audit
Communications budgets are often the first to be cut when times
are tough and yet demands on communications teams are growing
all the time. So how do you get more from less - and tap into
the resources around you, ensure that all communications support
the strategic direction. This session will discuss how and when
a communications audit is appropriate and how the results can
impact your agency. Ensure that all communications support the
strategic direction.
Chris Bonner, President,
Bonner Consultants
4:30
Adjourn
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