Effective Communications and...
Transcript of Effective Communications and...
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Effective Communicationsand Outreach
Rod KoonDirector, Communications
Port of Tacoma
AAPA Executive Management ConferenceSilverado, California
May 8, 2008
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“The greatest challenge of communication is the
illusion that it has been accomplished.”
--George Bernard Shaw
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In the old days, many port issuesjust impacted ports.
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In the old days, many port issuesjust impacted ports.
Those days are GONE.
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We’ve Got BIGIssues!
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And they are making BIGIMPACTS
on our
COMMUNITIES!
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9/11
Toxic Toys from China
Ports and Air Pollution
DP World
Global Warming
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9/11
Toxic Toys from China
Ports and Air Pollution
DP World
Global Warming
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9/11
Toxic Toys from China
Ports and Air Pollution
DP World
Global Warming
![Page 10: Effective Communications and Outreachaapa.files.cms-plus.com/SeminarPresentations/08EXECMAN_Koon_Rod.pdfEffective Communications and Outreach Rod Koon Director, Communications Port](https://reader033.fdocuments.us/reader033/viewer/2022053016/5f172c3d0da7847fb425039e/html5/thumbnails/10.jpg)
9/11
Toxic Toys from China
Ports and Air Pollution
DP World
Global Warming
![Page 11: Effective Communications and Outreachaapa.files.cms-plus.com/SeminarPresentations/08EXECMAN_Koon_Rod.pdfEffective Communications and Outreach Rod Koon Director, Communications Port](https://reader033.fdocuments.us/reader033/viewer/2022053016/5f172c3d0da7847fb425039e/html5/thumbnails/11.jpg)
9/11
Toxic Toys from China
Ports and Air Pollution
DP World
Global Warming
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In many cases, effective communications is really
effective issue management.
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Communications is not a product.
Communications is a process.
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Communications is not a product.
Communications is a process.
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A Short Communications Quiz…
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1. I would rather:
a. be interviewed by a TV reporter for the 6 o’clock news, or
b. have a root canal
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2. Overall, I think our Port’s communications outreach efforts are:
a. Not very effective
b. Somewhat effective
c. Very effective
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3. Senior management at my port considers “Port Communications”:
a. a high priority item
b. a low priority item
c. an oxymoron
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4. TRUE or FALSE:
Our port visits local editorial boards at least once a year.
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5. TRUE or FALSE
Our port has an active public speakers program.
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6. TRUE or FALSE
Our port has a person or department devoted to community relations
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7. How many people in your port work in communications, public relations, and community outreach?
a. One to four
b. Five to seven
c. Eight to ten
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ALLof your port employees
work in communications, public relations
and community outreach.
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Ten Keys to Effective Communications
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Ten Keys to Effective Communications
1. Set Clear and Measurable Goals.
2. Know Your Audience.
3. Commit the Resources.
4. Create Clear Responsibility.
5. Build the Right Team.
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Ten Keys to Effective Communications
1. Set Clear and Measurable Goals.2. Know Your Audiences and Messages.
3. Commit the Resources.4. Create Clear Responsibility.5. Build the Right Team.
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Ten Keys to Effective Communications
1. Set Clear and Measurable Goals.
2. Know Your Audiences and Messages.
3. Commit the Resources.
4. Create Clear Responsibility.
5. Build the Right Team.
![Page 28: Effective Communications and Outreachaapa.files.cms-plus.com/SeminarPresentations/08EXECMAN_Koon_Rod.pdfEffective Communications and Outreach Rod Koon Director, Communications Port](https://reader033.fdocuments.us/reader033/viewer/2022053016/5f172c3d0da7847fb425039e/html5/thumbnails/28.jpg)
Ten Keys to Effective Communications
1. Set Clear and Measurable Goals.
2. Know Your Audiences and Messages.
3. Commit the Resources.
4. Create Clear Responsibility.
5. Build the Right Team.
![Page 29: Effective Communications and Outreachaapa.files.cms-plus.com/SeminarPresentations/08EXECMAN_Koon_Rod.pdfEffective Communications and Outreach Rod Koon Director, Communications Port](https://reader033.fdocuments.us/reader033/viewer/2022053016/5f172c3d0da7847fb425039e/html5/thumbnails/29.jpg)
Ten Keys to Effective Communications
1. Set Clear and Measurable Goals.
2. Know Your Audiences and Messages.
3. Commit the Resources.
4. Create Clear Responsibility.
5. Build the Right Team.
![Page 30: Effective Communications and Outreachaapa.files.cms-plus.com/SeminarPresentations/08EXECMAN_Koon_Rod.pdfEffective Communications and Outreach Rod Koon Director, Communications Port](https://reader033.fdocuments.us/reader033/viewer/2022053016/5f172c3d0da7847fb425039e/html5/thumbnails/30.jpg)
Ten Keys to Effective Communications1. X2. X3. X4. X5. X
6. Get Creative.
7. Make it Real.
8. Have Others Help Deliver Your Message.
9. Make it User Friendly.
10. Thrive on Feedback.
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Ports: The Myth
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Ports: The Reality
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Ports: The Reality
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Ten Keys to Effective Communications1. X2. X3. X4. X5. X
6. Get Creative.
7. Make it Real.
8. Have Others Help Deliver Your Message.
9. Make it User Friendly.
10. Thrive on Feedback.
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8.4 million American jobs.
$2 trillion in economic output.
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If your port is an economic engine…
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..who are the pistons?
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Ten Keys to Effective Communications1. X2. X3. X4. X5. X
6. Get Creative.
7. Make it Real.
8. Have Others Help Deliver Your Message.
9. Make it User Friendly.
10. Thrive on Feedback.
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Ten Keys to Effective Communications1. X2. X3. X4. X5. X
6. Get Creative.
7. Make it Real.
8. Have Others Help Deliver Your Message.
9. Make it User Friendly.
10. Thrive on Feedback.
![Page 40: Effective Communications and Outreachaapa.files.cms-plus.com/SeminarPresentations/08EXECMAN_Koon_Rod.pdfEffective Communications and Outreach Rod Koon Director, Communications Port](https://reader033.fdocuments.us/reader033/viewer/2022053016/5f172c3d0da7847fb425039e/html5/thumbnails/40.jpg)
Ten Keys to Effective Communications1. X2. X3. X4. X5. X
6. Get Creative.
7. Make it Real.
8. Have Others Help Deliver Your Message.
9. Make it User Friendly.
10. Get Feedback.
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If your only tool is a hammer…then every problem is a nail.
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If your only tool is a hammer…then every problem is a nail.
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The Port
The MediaThe Public
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9/11
Toxic Toys from China
Ports and Air Pollution
DP World
Global Warming
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The Media is Not the Only Way to Get Your Key Messages Out.
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What are YOUR key messages to your community?
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Communications MatrixMessages
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Communications MatrixMessages
• Jobs• Economicdevelopment
• BusinessOpportunity
• History• Environment
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Communications MatrixAudiencesMessages
• Jobs• Economicdevelopment
• BusinessOpportunity
• History• Environment
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Communications MatrixAudiences
• Elected officials• Communityleaders
• Customers• Civic groups• Schools• Environmentalgroups
Messages
• Jobs• Economicdevelopment
• BusinessOpportunity
• History• Environment
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Communications MatrixMethodsAudiences
• Elected officials• Communityleaders
• Customers• Civic groups• Schools• Environmentalgroups
Messages
• Jobs• Economicdevelopment
• BusinessOpportunity
• History• Environment
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Communications MatrixMethods
• Port magazine• Website• Communitynewsletter
• Speakersprogram
• Free boat tours• Port open house
Audiences
• Elected officials• Communityleaders
• Customers• Civic groups• Schools• Environmentalgroups
Messages
• Jobs• Economicdevelopment
• BusinessOpportunity
• History• Environment
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1. Annual Report
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2. Community Newsletter
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3. Quarterly Magazine
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What did your port do about
DP WORLD?
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4. Supply chain security poster
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5. Port TV Show
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6. Kaiser Special Event
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KAISER ALUMINUM: ALUMINUM PRODUCTION IN THE TACOMA TIDEFLATS
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1956
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1967
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1967
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1968
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Options
• Blow it up “secretly” in the dead of night?
• Make it a big public event?
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Community Celebration Event
Key Messages• Continued economic transformation • Port’s environmental stewardship• Region’s continued development, and job creation• Background on the facility’s history in Tacoma
Kaiser Special Event
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How important do you think effective communications is to the overall
success of your port?
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How important do you think effective communications is to the overall
success of your port?
100 percent said:
VERY IMPORTANT
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What You Can Do…
• Be an advocate for effective communications at your port
• Get your port involved in AAPA’s PR Committee (meeting in Corpus Christi June 11-13)
• Go home and hug your communications staff
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What You Can Do…
• Be an advocate for effective communications at your port
• Get your port involved in AAPA’s PR Committee (meeting in Corpus Christi June 11-13)
• Go home and hug your communications staff
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What You Can Do…
• Be an advocate for effective communications at your port
• Get your port involved in AAPA’s PR Committee (meeting in Corpus Christi June 11-13)
• Go home and hug your communications staff
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And now for a brief commercial…
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July 3 to 7, 2008
TALL SHIPS
FESTIVAL
TACOMA
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Ancora Imparo
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I Am Still Learning
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Communications:What Works Well at Your Port?
Group Discussion Question One
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Communications:What Could Work Better at Your Port?
Group Discussion Question Two
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Communications:What is Your Port’s MOST IMPORTANT
Issue?
Group Discussion Question Three
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Communications:Do You Have an Effective CommunicationsPlan in Place to Help Your Port Succeed on
that Issue?
Group Discussion Question Four
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Communications:How is Technology Changing Your
Communications Efforts?
Group Discussion Question Five
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Effective Communicationsand Outreach
Rod KoonDirector, Communications
Port of Tacoma
AAPA Executive Management ConferenceSilverado, California
May 8, 2008
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Feedback Time: Rate this presentation
• Business card
• Rating on a scale of 1 to 5– 1—I wish I had golfed instead– 3—Fairly worthwhile– 5—Very worthwhile
Special BONUS prize….
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Communications:What Works Well at Your Port?
EXTRA SLIDES…..
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If your only tool is a hammer…
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Never Produce a Single Communications Product.
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9. Is the project a nominee for an episode of that hit TV show:
Graphic Designers Gone Wild?
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Promotional Postcard—FUN…and logo madness
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Cargolaw.com
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4. Breakbulk brochure
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4. Breakbulk brochure
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