Communicating With External Stakeholders

Scott RayderNOAA Chief of Staff

August 27, 2007

Communicating with External Stakeholders

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NOAA Business Model

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What are Elevator Speeches

Detail… Detail… Detail…

Why is your program so important?

Don’t get bogged down in the details

Why should other people care about your program?

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Who are our stakeholders?

Executive branchNational interest Other Government Department and AgenciesCongressional membersStaffAcademiaIndustryMedia

In other words everyone!

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How Does NOAA get its message to External

Stakeholders?1. Directly

The Administration does so via briefs or updates in person (e.g. briefings to Hill, press, NGOs and industry)

2. Through the pressWe use the media as a means to leverage the importance of NOAA’s programs

3. Through constituents3rd party validation of the NOAA program is critical for support of our organization

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Why Are External Stakeholders Important?

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The HillAppropriations Reorganization a

SurpriseHouse Appropriations Committee contracted from 13 to 10 Subcommittees

Senate appropriations Committee, despite opposition, eventually acceded to most changes

In House, NOAA’s funding subcommittee has been renamed the Science, State, Justice and Commerce Subcommittee

In the Senate, the funding subcommittee has been renamed the Commerce, Justice and Science Subcommittee

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The HillAppropriations Reorganization a

SurpriseNOAA will now be considered by both the Senate and House subcommittees with:

=$17.3B FY ‘08 budget request

=$6.43B FY ’08 budget request

=$3.82B FY ’08 budget request

Although budget allocations should cover all of the requests, it is ultimately up to the Subcommittees to divvy up the money

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The HillNOAA’s Unique Hill Relationship

Viewed as a “non-political” science-based agency

Intense support from key leaders

Positive public image —programs touch constituents lives daily

Fisheries regulations causes most controversy and Member concerns

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Pro-active 24/7/365

Meeting member’s needs

Keeping NOAA Legislative Affairs in the loop (e.g. one NOAA)

Respond promptly

Get membersmembers and staff into the field

How Does NOAA Legislative

Affairs Work(202) 482-4981(202) 482-4981

BUILDING TRUST!BUILDING TRUST!

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How Does NOAA Legislative Affairs Work (contd.)

Legislative coordination:

Drafting Assistance Monitoring bill and amendment introductionsMaintaining communication with bill sponsorsCoordinating Views Letters, Statement of Administration Policy and unofficial views

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How Does NOAA Legislative Affairs Work (contd.)

Communications:Initiate meetings and briefings with members and staffRespond promptly to Congressional inquiriesIntroduce key staff to NOAA through meetings, site visits and written materialsMaintain websiteKeep DOC and NOAA leadership informed through written and oral reports

http://www.legislative.noaa.gov/

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The PressDO YOU KNOW THE RULES?DO YOU KNOW THE RULES?

1. On the record

2. Off the record

3. On background

As you move upwards in NOAA you need to know the rules!

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The PressOn the record

Your name in print

Off the recordYou provide information but that information can’t be used directly, however, it will enable a reporter to ask sharper questions of others

On backgroundThe information you provide is used but your name is not in print (e.g. “A Commerce official noted...”)Ask the reporter before you talk!

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The Press1. Be careful — names in lights get shot

at!

2. You may get burned!

3. Reporters can get information wrong!

4. Report to your NOAA PA rep on your dealings. The goal here is to speak as “one NOAA”

5. Getting cross-wired in the press is embarrassing

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3rd Party Endorsements

Implementation of US Ocean Action Plan

NOAA needs to work with key constituents

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3rd Party Endorsements

1. Letters

2. Emails

3. Telephone

4. Faxes

5. Events in DC to support specific initiatives (e.g. CHOW)

Our constituents target the following:The Hill Enacted BudgetDOC Formulated Budget

OMB Formulated BudgetGoal: Constituents care about programs!

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We want them to care about NOAA programs!

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3rd Party Endorsements

1. We cannot ask people to lobby on our behalf. This is illegal!

2. If you are asked by a constituent if support for this organization would help, you can...

3. Any correspondence in support of NOAA programs/budget needs to go to AAs and Ed Shaw in NOAA Business LiasionBE RESPONSIBLE!BE RESPONSIBLE!

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NOAA LEADERSHIP AND CULTURE-

“The Committee is concerned that after three decades in existence and in spite of recent leadership guidance, many of the NOAA line offices operate as automats entities acting alone without considering the greater good of the agency. NOAA has a long track record of success but it is the Committee’s firm belief that one line office would undercut another line office in an instant if it could receive additional funding. This culture is detrimental to the entire agency’s mission. Because of these concerns the Committee directs NOAA to contract with the National Academy of Public Administration to examine these issues and improve NOAA’s Culture”. Source: U.S. Senate 2008 Full Committee Mark