Local Customer OutreachLocal Customer Outreach

Barbara Mayes Boustead NOAA/NWS Forecast Office, Omaha/Valley, NE

Julie AdolphsonNOAA/NWS Forecast Office, Pleasant Hill, MO

♦ Know customers/partners and understand their requirements.

♦ Define and give examples of reactive and proactive outreach.

♦ Identify advantages and disadvantages of reactive and proactive outreach.

♦ Identify steps to prepare for media interaction.

Learning ObjectivesLearning Objectives

♦ The local office (WFO) is the primary public interface for NOAA, especially when climate issues have a potential impact in the local area, and one of the common entry points for public requesting weather and climate information.

♦ Local offices should convey climate information to their customers both:

♦ As a part of an organized office outreach activity (proactively)

♦ As a part customer service upon request (reactively)

IntroductionIntroduction

Connected: You should be able to connect what you are about to see with other operational climate

services courses.

Operational: You will get a clear idea of what outreach options are available for you to exercise at your office, as well as what is expected and what is suggested.

Interactive: Be prepared to participate!

PurposePurpose

Definition of OutreachDefinition of OutreachCommunication with external audiences* specifically designed to:

• Foster understanding about NOAA’s mission, products, and services; or

• Promote use of NOAA information, products, or services

*NOAA Definition of External Audiences: Any individual or group composed principally of individuals outside of NOAA and DOC, including individuals from federal, state, and local government agencies; private companies; non-profit organizations; grantees; constituent groups; media; citizens; etc.

♦ Acquire knowledge about climate from training exercises

♦ Teach material to other staff

♦ Know your partners and customers AND understand their needs/ requirements

♦ Break down information to the level of the audience

♦ Minimize jargon♦ Don’t sacrifice accuracy

Build the FoundationBuild the Foundation

♦ Teach the rest of your staff how to respond (and speak the language) about climate

♦ Staff meetings♦ Brown bag lunches♦ Intranet guides

♦ Highlight best practices

Build the FoundationBuild the Foundation

♦ NOAA Climate Portal

♦ NWS Climate Services WFO Support

♦ NCDC Global Hazard and Significant Events

♦ CPC US Hazard Assessment

♦ Electronic discussion group membership (Drought, AASC, NWS regions, etc…)

***Links in this presentation may be found on the

References page.

Know Your ResourcesKnow Your Resources

Other NOAA and NWS offices

Regional Climate Centers♦ Your regional center expertise/capabilities/web tools

State climatologists and their expertise/ capabilities

♦ List of state climatologists in your CWA, their expertise/capabilities, and the American Association of State Climatologists (AASC)

♦ Work particularly closely with AASC-Recognized State Climate Offices (ARSCOs)

Academic institutions♦ List of local universities, faculty and their expertise

Refer to PCU1-Reference Tool for web-based references

Know Your PartnersKnow Your Partners

♦ RCCs♦ AASC/State Climate Office♦ USDA♦ US Army Corps of Engineers♦ National Drought Mitigation Center♦ EPA

♦ Other NOAA♦ NCDC♦ RISAs♦ IRI♦ CDC

♦ Others in your area?

Know Your PartnersKnow Your Partners

Know Your CustomersKnow Your Customers♦ See the example list of

customers and partners (make sure you have one)

♦ Know why they are seeking climate information – may shape your response

Know Your CustomersKnow Your Customers

♦ Agriculture♦ Business,

manufacturing♦ Commercial

Weather♦ Commodities and

energy markets♦ Consultant♦ Contractor♦ Education K-12♦ Emergency

managers♦ Engineer♦ Federal

Government ♦ Individual♦ Insurance

♦ International groups and entities

♦ Legal♦ Library♦ Manufacturing♦ Media♦ Mining, forestry, fishing♦ Non-Profit Corporation♦ Recreation/Tourism♦ State Climatologist♦ State/Local

Government♦ Transportation♦ University/academia♦ Utilities/Energy♦ Water resource

managers

Know Your Customers:Novice Customers

Know Your Customers:Novice Customers

Novice Customers

Use climate products for general information purposes, such as:

♦ Event planning♦ School assignments♦ Writing news stories♦ Curiosity

Often do not know what they are looking for and need guidance

Examples♦ General Public♦ Students♦ Some Educators♦ Some Media

Know Your Customers:Intermediate CustomersKnow Your Customers:

Intermediate Customers

Intermediate CustomersUse climate products periodically for impact assessment, problem solving, decision-making

Are not usually interested in high level information such as background information and science behind the products

May provide input that leads to creating new products based on applications

Examples♦ Agriculture♦ Commodities♦ Energy/Utilities♦ Natural Resources♦ Tourism/Recreation♦ Manufacturing♦ Insurance/Legal♦ Transportation♦ Some Media♦ Emergency Management ♦ Commercial Weather

Know Your Customers:Advanced Customers

Know Your Customers:Advanced Customers

Advanced Customers

Interested in knowing the science behind the products

Provide input on:♦ Improving the science♦ Creating new

products♦ Implementing better

technology for better service

ExamplesClimate Services Partners

♦ NCDC♦ RCCs♦ State Climate

Offices♦ Private Sector/

Commercial Entities Climate Research Partners

♦ NOAA Research Centers

♦ Colleges and Universities

Climate Education Partners♦ COMET♦ Colleges and

Universities

Time Out!Brainstorm Outreach Topics

Time Out!Brainstorm Outreach Topics

Brainstorm:Topics

Brainstorm:Topics

Possible topics that might generate customer requests (reactive outreach) or spark presentation (proactive outreach):

♦ Data requests/issues♦ Climate change♦ Explanation of wet/dry/hot/cold pattern♦ Relationship of ENSO phase to weather pattern♦ Forecast for upcoming winter/spring/tropical/convective

season♦ Weather/climate history for (significant) days♦ Record or near-record events in context of climatology♦ Etc….

Take home exercise:

♦ Create a sample list of questions relevant to your location’s particular climate concerns

♦ Then, anticipate the answers to those questions

Anticipate TopicsAnticipate Topics

Reactive and Proactive Outreach

Reactive and Proactive Outreach

Reactive Outreach:

♦ Your customer initiates the activity: ♦ Customer inquiries and questions♦ Requests for service♦ Requests for partnership in

Climate Services

Definition of Reactive Outreach

Definition of Reactive Outreach

Proactive Outreach:

♦ You plan/initiate the activity:♦ Workshops and meetings♦ Publications, news releases, and

web pages♦ Seeking partnerships in Climate

Services

Definition of Proactive Outreach

Definition of Proactive Outreach

Time Out!Compare Proactive and

Reactive Outreach

Time Out!Compare Proactive and

Reactive Outreach

Proactive Reactive•Allows lead time to organize

•You determine the target

•Is an efficient method for reaching customers who do not know what they need

•Is well documented

•Engages new customers

•Requires no prior organization

•Can be short/concise

•You give exactly what your customer needs when they need it (efficient for customer)

•Keeps customers happy

ADVANTAGES

Proactive vs. Reactive Outreach

Proactive vs. Reactive Outreach

Proactive Reactive•Is time-consuming

•Takes resources (staffing, time, funding) and commitment

•May take more than “you” to organize

•Audience has to consume what you provide on your time

•Audience might be too diverse to speak a common language

•Leads to no outreach when there is no request if this is the primary source of outreach

•You must provide the service in real-time

•You may not be ready for the request or fit for the question

•Is not well documented

DISADVANTAGES

Proactive vs. Reactive Outreach

Proactive vs. Reactive Outreach

Social Media and Other Emerging Technology

Social Media and Other Emerging Technology

♦ Can be either proactive (initiated by you) or reactive (initiated by customer)

♦ Guidance is evolving… be ready to evolve with the changes in formats, technologies, and policies!

♦ Include formats such as:♦ Facebook, YouTube, Wikipedia♦ Twitter / Twitterfall♦ Other “immediate news” delivery (i.e.

RSS feeds)

News MediaNews Media♦ Climate Issues are Popular

♦ Prepare in advance

♦ Let’s practice

Crisis Communication Plan

Crisis Communication Plan

*(Dick Brundage Method)

10 things NOAA/NWS

does well

1.

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10.

1.

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10.

4-sec Answer + Bridge + 2 Themes

10 worst-casequestions

12-15 sec.

Crisis Communication Plan: Climate Services

Exercise 1

Crisis Communication Plan: Climate Services

Exercise 1

*(Dick Brundage Method)

The forecast for the next 3-month period suggests equal chances (EC) for the entire portion of our viewing area. What good is that?

Theme 14-sec Answer Bridge

Theme 2

Crisis Communication Plan: Climate Services

Exercise 2

Crisis Communication Plan: Climate Services

Exercise 2

*(Dick Brundage Method)

Your climate data records say that 3” of snow fell on (a particular date), but I know we had at least 6” here. Why are your records wrong?

Theme 14-sec Answer Bridge

Theme 2

Crisis Communication Plan: Climate Services

Exercise 3

Crisis Communication Plan: Climate Services

Exercise 3

*(Dick Brundage Method)

Global warming isn’t real, as we saw with record snowstorms and a really cold spring this year. So why is NOAA creating a Climate Service?

Theme 14-sec Answer Bridge

Theme 2

Developing Proactive Outreach

Developing Proactive Outreach

Steps for Developing Proactive Outreach:

♦ Understand “5 Ws”

♦ Select Target (product and audience)

♦ Select Format

♦ Engage Feedback

Planning the EventPlanning the Event

Why is the outreach needed?Motivation (Statement of the need)

What information needs to be conveyed?Target Product, Event, Phenomenon

Who will be the target audience?Target Audience

How will the information be delivered?Delivery Method (Selecting format)

Where will the information be applicable? Place of Significance

When will the information be applicable? Period of Significance

Targeting a ProductTargeting a Product• Select a product

♦ Example: Local 3-Month Temperature Outlook♦ Example: Ongoing drought♦ Example: Climate change

• Understand the product, event, or phenomenon

• Consult subject matter experts

• Prepare bullet points

• Use visual aids

Selecting a FormatSelecting a FormatPossible formats include:

♦ Workshops, conferences, seminars♦ Fact sheets ♦ Brochures♦ Web publications♦ News release/conference

Piggyback off existing formats♦ Workshops, conferences, seminars in area♦ Office newsletter♦ Spotter training♦ Office website

Workshops, Conferences, Seminars

Workshops, Conferences, Seminars

BeforeEstablish a planning team

♦ Work with your local office management and other interested staff

♦ Consult with your CSPM, other regions, and other WFOs that have prior experience

♦ Explore partnerships for co-hosting event

Give yourself a plenty of lead timeDetermine budgetSelect location, date, length, venue

♦ Consider linking to existing activities (such as a local chapter AMS or NWA meetings)

Delegate workload, including: ♦ Logistics♦ Agenda development♦ Inviting speakers♦ Advertising to target audience

Workshops, Conferences, Seminars

Workshops, Conferences, Seminars

During

• Utilize team for assistance in meeting execution

• Test AV equipment and have the AV “go-to” people (or their numbers) handy

• Enlist a note-taker to write down action items and key points

• Save all presentations (to be posted later)

• Allow time for discussion, both formal (on the agenda) and informal (at break/lunch/reception)

Workshops, Conferences, Seminars

Workshops, Conferences, Seminars

After• Evaluate the outreach

♦ Compile all action items and distribute among your FPs for discussion

♦ Composite all feedback by feasibility and priority and discuss with your FPs.

♦ Provide feedback to your CSPM

• Provide follow-up on actions taken during the meeting

• Provide accessibility♦ Upload all presentations on the web for reference

• Send courtesy thank you note to all participants along with accessibility information

Fact SheetsFact Sheets• Deliver basics of a concept of interest

• For a given target audience, answer the following questions:• What is the information being delivered?• Why is the information important for the

audience?

• Write in plain language and carefully proofread!

BrochuresBrochuresSimilar to a fact sheet

♦ Text more bulleted, not paragraph format

Delivers basics of a concept of interest, answering the following questions:

♦ What is the information being delivered?

♦ Why is the information important for the audience?

Write in plain language and carefully proofread!

Climate Services Division

Web PublicationsWeb PublicationsExamples:

♦ Local (graphical) products♦ Specialized web pages

♦ Drought♦ Specialized seasonal outlooks♦ ENSO relationships

Web PublicationsWeb PublicationsWFO Tulsa OK: Clickable Climatology

Web PublicationsWeb PublicationsWFO La Crosse WI: Drought Webpage

Web PublicationsWeb PublicationsWFO Melbourne FL: ENSO Forecast for FL

News Releases and Conferences

News Releases and Conferences

♦ News Release♦ Big 8 of Press Release

♦ News Conference♦ Sweet 16 of Dealing with

Media

News Releases News Releases Why: You have information that you need to distribute and you want to use the media: i.e. “A new outlook for Kansas City is available at http//:…”How: Your WCM, as well as Regional and National PA, will help put together the news release. However, you need to provide the information. If you are listed as a contact, expect to get lots of calls from media for detailed information

Big 8 of News Releases

Big 8 of News Releases

Goal: Using the media as a proactive resource

1. Coordinate with your PA

2. Release to all media in your area

3. Be factually accurate

4. Communicate a thoughtful, intelligent content

5. Present the image of NOAA in a good light

6. Portray as not only a reliable source but also responsible one

7. Portray as the one being in control

8. Be prepared to receive calls from media

News ConferencesNews Conferences

Why: You have information that you need to distribute and you want to use the media (i.e. Drought will worsen).

How: Normally it is done locally and nationally. Usually accompanied by news release.

Sweet 16 of Dealing with the Media

Sweet 16 of Dealing with the Media

Goal: Using the media as a proactive resource1. Use it sparingly2. Know the facts; don’t guess3. Rehearse your message4. Prepare “Bullet Facts” to reporters before interview5. Prepare for the worst (Activate Crisis Comm. Plan)6. Answer questions, stay alert, listen7. Relate to the target audience, not the interviewer8. Be politely persistent, but don’t get angry9. Localize your story10. Stick to the subject11. Dress for the occasion12. Never go “off-the-record”13. Do not leave the room for media to complete the story14. Know the reporter15. Record your interview16. Watch your body language

Direct Feedback♦ Responses to requests to participate

in “feedback”♦ More formal and documented♦ Example: Surveys

Indirect Feedback♦ Often provided via questions from

participants/recipients♦ Informal and usually not documented♦ Example: Media follow-up calls

regarding a news release

FeedbackFeedback

Relay feedback to your Climate Services Program Manager for product and service improvement!

Questions

Example: Direct Feedback

Example: Direct Feedback

Outreach is a vital component of climate services.

Climate outreach can be neglected as offices focus on high-visibility issues, but we need to bring all of our information to our customers.

Outreach is not a “science” and does not have established policies and processes – it requires creative thinking, flexibility, and adaptation to your customers’ needs.

How did we do? Please fill out the survey linked from the home page of this module.

Summary and Feedback

Summary and Feedback