NAIS Communications Campaign Strategy and TacticsDore Mobley

Animal and Plant Health Inspection Service

ID/INFO Expo--August 23, 2006

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GOALS AND OBJECTIVES

• Increase registration levels to 550,000 (25 percent) by January 2007

• Complement state and tribal programs

• Help build enhanced capabilities to promote premises registration

– Communications tool kit

– Training

– Aggressive media relations campaign

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OUTREACH PROGRAM REVIEW

• Initiated qualitative stakeholder analysis in June 2006

• Purpose of Review

– Identify existing tools and strategies

– Identify “best practices” (i.e., what’s working best)

– Identify stakeholders’ awareness, attitudes, and perceptions

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DATA COLLECTION METHODS

• Telephone interviews

• Online survey

• Communications materials review

• State web sites review

• Focus groups

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KEY FINDINGS

Stakeholder Perceptions:

• APHIS messaging is inconsistent and incomplete

• Producers are concerned about privacy

• NAIS represents bureaucracy, red tape and increased administrative burdens and cost

• NAIS print material is ineffective

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KEY FINDINGS (CONT.)

• NAIS Web site is not being used as a destination for information

• Face-to-face contact is highly effective for registering premises

• States are eager to share best practices and other information with each other

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Media Coverage of NAIS (2004-2006)

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20

40

60

80

100

120

140

2004 2005 2006 projected

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mb

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f ar

ticl

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Industry New s General New s Major Papers

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MEDIA ANALYSIS (CONT.)

Reasons may include:

Misinformation resulting from the coverage of extreme opposition groups

Shift of focus from animal health to public issues concerning civil liberties and economic costs

Content Analysis

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-0.5

-1.0

-0.5

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1.0

Jun - July 2005 Mar - Apr 2006

Periods of High Media Coverage

Scor

ing

of P

ositi

ve

and

Nega

tive

Cove

rage

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BLOG RESEARCH

• Review and analysis of data is ongoing

• Reviewed 93 blogs to identify key themes

• Five major themes were identified

– Administrative burden on producers (40%)

– Every single animal and movement (27%)

– Civil liberties (16%)

– Economic burden on society (10%)

– Compliance fines (7%)

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RECENT ACCOMPLISHMENTS

• Internal communications working group

– Identify trends, topics and issues of interest

– Develop messages to specific issues

• NAIS Update (bi-monthly newsletter)

• Planned web enhancements underway

• Participated in cooperative premises registration drive at the World Pork Expo

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Questions?