federal segment architecture methodology “stakeholders and communications” 8/03/2010
TRANSCRIPT
Federal Segment Architecture Methodology “Stakeholders and Communications”
8/03/2010
FSAM Step 2 – Why Stakeholder Identification?
“An easy and valuable planning tool”
People always pick technology first without simply documenting their stakeholders
Who are they? What is the scope (public, NGOs, etc) What are the roles & relationships Needs (two-way street)
What do you need from them? What do they need from you?
How can your project be successful without fans and friends??
The Benefits of Stakeholder Identification!!
Use stakeholder opinions to shape project success early will… Ensures long-term project support Input and dialog improves project quality
Gaining support from key stakeholders can… Get you more resources ($) Additional support from senior management
Communicating with key stakeholders early will… Supports the notion of transparency, they know early in planning stages your
objectives/needs Where they can help and what they have to gain Anticipate stakeholder reaction early = project risks identification
Stakeholder planning leads to stakeholder prioritization Some will care Some will not care and will not want to be involved Some will be a positive influence Some will be a negative influence
So, shouldn't you prioritize your objectives and resources around these trends? Its nothing more than simple Project Management
EPA Stakeholder Examples
General public Interest groups Non-profit or NGOs Industry Academia EPA Regions State/Local Govt K-12 Other Feds Internal Program offices/projects Senior Executives (i.e., your boss) Contractors Financial Grants/Lenders Etc etc etc etc etc…
FSAM Step 2 – Stakeholder Mapping
FSAM Step 2 – Stakeholder Needs
FSAM Step 1 – Key elements of the Communications Strategy Template
4. Communications Implementation Plan
4.1 Communication Channels
(Describe each of the stakeholders)
4.2 Tactical Communication Vehicles
(Describe each of the communication vehicles or media that will be leveraged)
4.3 Timeline of Tactical Implementation
(Provide a timeline of WHEN the communications strategy will be implemented)
4.4 Communications Metrics
(Provide the measure, indicator, and metrics that will be used to measure the performance of the communications strategy for delivering its messages and achieving its intended goals and objectives)
An OW Example…
Driver = Open Government Directive
Mandate = EPA Open Government Plan, which outlines Agency response to the directive. Documents our OG objectives and core Flagship
programs/efforts
The Urban Waters Initiative is included in the Agency OG Plan under the Flagship theme of “Community Engagement”
EPA’s OG Plan Contains Very High-Level Milestones
Milestones aggregated across multiple projects under each of the Flagship themes
Examples of Flagship Milestones
Support the development of 3 new Web 2.0 technologies by 2010/Q4
2 new outreach events by 2010/Q4 As events occur, document the following information for
OMB quarterly reporting Approach, targeted community of interest, type of event,
number of participants, messaging, benefits, lessons learned
Coordinate UW content/message via EPA OG homepage and help develop the Micro site with OPA
What does OG mean for UW ?(EPA OG Milestones)
What is the Open Government Directive?Major principles of Open Government….
Transparency Promotes accountability and informs the public
Participation Public informs government on ideas for improving programs, policies,
projects, and actions
Collaboration Encourages more partnerships within Federal govt, across all levels of
government, private sector, and academia
Its all about how we communicate and engage the public and our stakeholders based on these 3 principles
So, shouldn’t we do some stakeholder needs and communication planning????
Reaction…..
Plan, Plan, Plan and used FSAM as a guide or toolkit
Leveraged FSAM templates to help document Urban Waters stakeholders & communication vehicles in the context of Open Government.
Merged elements from 3 templates to create on master file Communications Strategy (FSAM Step 1) Stakeholders and their relationships (FSAM Step 2) Stakeholder Needs Assessment (FSAM Step 2)
The file was focused on identifying stakeholders and potential communication paths using Web technologies.
Staff and Mgt Reaction…
Mgt should not see a tool like this!!
Use this as a way to identify additional direction/project scope from your mgt
Use this as a brainstorming and planning exercise that elevates or extracts “key” mgt decision points Scope of stakeholders (public or invited?) Message Priority Frequency Level of engagement
Do not get hung up on technology, that’s the easy part!!
QUESTIONS???
