Staying On-Message: Expecting the Unexpected
Prepare for emergency situations with internal and external strategies that ensure your organization is able to respond quickly and capably in a crisis

8:30
Registration and Continental Breakfast

9:00
Workshop A: Seven Steps and 10 Golden Rules for Dealing with the Media
The print and broadcast media present enormous opportunity to convey your message to the right audience, which is why the development and integration of media relations strategies into broader communications plans is a vital skill for government communicators. As challenging as it is to translate media strategy into reality, most important is generating fair, positive coverage of your agency and building the credibility of your media relations officers as credible sources of information. This workshop will examine a practical approach to training your spokespeople to deliver powerful messages through the news media. Also, discover how to defeat the top 10 reporter tricks, lures, and traps.
Curtis Carey, Public Affairs Director, Minerals Management Service

12:00
Luncheon

1:00
Workshop B: Developing a Comprehensive Strategic Communications Plan
In today’s 24/7 news environment, communications activities far too often focus on getting out a press release or hosting a press conference with little or insufficient attention paid to first developing a strong, coordinated, proactive communications plan. Yet it’s the planning process that can be a major factor in achieving communications success. This interactive session will involve participants in developing a comprehensive strategic communications plan that will contribute to your agency’s mission.
Michael C. Sheward, APR, Executive Director, National Association of Government Communicators and President, Marketing Communication Strategies

12:00
Luncheon

1:00
Effectively Developing and Managing Contracts Using a Performance-Based Model
Contract management is difficult in every organization and mismanaged contracts and grants have cost Texans hundreds of millions of dollars. With the State currently mired in a multi-billion dollar deficit, improving contracting is critical. An effective performance-based contracting model will provide new insights into developing a contract that will define contract goals, as well as provide for improved accountability and communication among all players in the contracting process.
Carl DeMaio, President, The Performance Institute

4:00
Adjourn

8:00
Registration and Continental Breakfast

8:30
Keynote: Thinking Strategically… Communicating Clearly in Times of Rapid Response
There will be a crisis! If you choose to work in communications then eventually you will have to communicate about a real crisis situation. And for everyone involved, especially you, it will be a frustrating, perplexing and a confusing experience. In government, developing and implementing effective crisis communications has often been downplayed or totally overlooked. Addressing the unique needs of government agencies, listen as the Director of Public Affairs at FEMA discusses how to adequately prepare for and understand the essentials of crisis communications.
Chad Kolton, Public Affairs Division Director, FEMA*

9:30
Break

9:40
Leadership Panel: The State of Practice in Government Communications
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 in web development, communications planning, and writing techniques. Bring your questions and be prepared to join in the discussion!
Raymond Elman, Principal, Cambria Consulting
Bob Reisner, Consultant, Cambria Consulting
E.J. “Terry” Kahn III, Consultant, Cambria Consulting

10:45
Break

11:00
Knowing Your Target Audience
By targeting your audience specifically, you can develop your messages more effectively. Once you target your audience, you can understand their needs and benchmark the progress of your goals. This session will help identify and define your audience, and ensure that your message stands out in an oversaturated and constantly changing media and communications environment.
Wayne Shelor, President, National Information Officers Association

12:00
Luncheon Keynote: What the Media Wants…What the Media Needs
Anticipating what the reporters who cover your agency need when they call your office is the most time-tested strategy for successful media relations. From knowing what questions they will ask, to having the right information at your fingertips, effective preparation will translate directly to improved credibility and will contribute to more fair and positive coverage of your agency.
Warren Carmichael, President, Virginia Government Communicators

1:15
Track A: Message Development-Communication Strategies
Public Information Campaigns & Collaborative Partnerships
Your future success rests on the messages and partnerships that your agency develops today. Moreover, cultivating and maintaining support for an agency program requires time, resources, and collaboration. Learn how to cultivate partnerships in order to increase your pool of resources to ensure a more effective outreach campaign.
Pat Wood, Office of FirstGov, General Services Administration*

Track B: Message Deployment-Communication Tools & Techniques 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 and innovative, emerging technologies to reach and serve their external audiences.
Raymond Elman, Principal, Cambria Consulting

2:15
Break

2:30
Track A: Message Development-Communication Strategies
Application Session: Achieving Program Goals
Logic Model:
• Link the outcomes of your integrated communications plan to your agency’s overall strategic plan
• Evaluate the relationship between communications strategies and the desired end outcomes
Values Based Communication:
• Analyze the values of your target audience and develop value based messages
Public Judgment Scale
• Take into account the “Seven Stages of Coming to Public Judgment” to resonate with the public
Felipe Monroig, Director of External Affairs, The Performance Institute

Track B: Message Deployment-Communication Tools & Techniques Application Session: Pre-Deferred Messages
Grassroots Communication
• Produce meaningful relationships with policy makers, opinion shapers, and the general public
• Make certain that your agency, or platform will be recognized as a credible source of information
Media
• Develop relationships, protocols, and identify the most likely outlets for your agency to work with, and deliver well-crafted information
Web/E-mail
• Develop practical strategies for integrating technology in agency communication plans enabling you to reach a greater audience
Jennifer Jacobs, Partner, Coronado Communications; Senior Fellow, The Performance Institute

8:00
Continental Breakfast

8:30
The Communication Strategies that Launched the FTC National “Do Not Call” Registry
The integrated marketing campaign to inform the American public of the government’s “Do Not Call” registry is being called the most successful consumer service launch ever by the federal government. Within 24 hours of its debut, the web site became the most-visited site on the Web and achieved a nation-wide awareness rating of nearly 75 percent. Hear as the team who crafted the strategy and executed the Do Not Call campaign discuss how they pulled it off.
Len Johnson, President and CEO, JDG Communications, Inc.
Nathaniel Wood, Assistant Director Consumer & Business Education, Federal Trade Commission

9:30
Breaking Through the Clutter and Rising Above the Background Noise
Are you worried that your agency's message is getting lost in a sea of soundbytes? Are your key publics preempted from even hearing your message? This session will utilize best-practice strategies and techniques to help you develop strong messages, to ensure that your message reaches your target audience, grabs their attention and motivates them.
Michael C. Sheward, APR, Executive Director, National Association of Government Communicators and President, Marketing Communication Strategies

10:30
Break

10:45
Measuring Your Communication Initiatives: A Toolbox for Success
Communication 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. Learn how and when a communications audit is appropriate and how the results can impact your agency.
Lisa Binzel, Vice President, Delahaye Media Link

12:00
Luncheon Dialogue: Exchange of Best Practice, Lessons Learned and Helpful Hints
Participate in and provide your thoughts and suggestions on navigating the tricky and ever-changing world of media and public relations. This session is your opportunity to voice concerns, raise questions, suggest solutions, and exchange ideas with your colleagues from across the government.
Moderated by: Tara Shuert, Director, Center for Communication Strategy, The Performance Institute

1:15
Track A: Crisis Communications
Emergency Situations—Disseminating Information to the Public
People often fail to communicate effectively during a public heath scare or a hostile situation due to a lack of clear communication goals and key messages to support them. In risk communications situations there is a constant tension between providing accurate information and providing information accurately. Learn how to deal with the public when handling a crisis .
Lucy Caldwell, Virginia Regional Public Information Officer, Virginia Department of Health

Track B: Internal Communications
Best Practice Panel: Developing the Relationship between Marketing and Communications
Communication with colleagues in different departments is no longer just a matter of having good working relationships...it is a business imperative. With a focus on behavioral skills and promoting cooperation in the workplace, this session will show you how to develop “win-win” cross-functional relationships that lead to organizational effectiveness .
George Selby, Senior Marketing Specialist, U.S. Census Bureau

2:15
Break

2:30
Track A: Crisis Communications
Application Session: Communications Plans -- Preparing for the Unthinkable Developing the Plan
• Develop a strategy to convey initial messages in order to prompt appropriate public response after crisis situations
• Ensure that your agency is prepared to coordinate communication efforts
Understanding and Working with the Media
• Assess the environment into which you are introducing information
• Anticipate media attention and develop creative ways to identify with them and the public

Scott Ward, Vice President, Widmeyer Communications
Tim Tinker, Widmeyer Communications

Track B: Internal Communications
Application Session: Managing Change and Cultural Resistance
Developing the Plan
• Discover critical techniques for anticipating and managing reaction
• Diagnose employee resistance and create a successful action plan for personal and professional advancement during change
Managing Cultural Resistance
• Learn how to anticipate and prepare for change
• Involve partners and “users” throughout the process to test the validity of each approach
Kathy McShea, President, Emerald Strategies, Inc.

4:30
Adjourn

The 2004 Government Communications Summit will be held at the Hilton Crystal City Hotel.

Hilton Crystal City
2399 Jefferson Davis Hwy
Arlington, VA 22202
703-418-6800
www.hilton.com

The fee for attending the The 2004 Government Communications Summit is: