Communicating With External Stakeholders Scott Rayder NOAA Chief of Staff August 27, 2007

Communicating with External Stakeholders 2 NOAA Business Model

Communicating with External Stakeholders 3 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?

Communicating with External Stakeholders 4 Who are our stakeholders? Executive branch National interest Other Government Department and Agencies Congressional members Staff Academia Industry Media In other words everyone!

Communicating with External Stakeholders 5 How Does NOAA get its message to External Stakeholders?  Directly The Administration does so via briefs or updates in person (e.g. briefings to Hill, press, NGOs and industry)  Through the press We use the media as a means to leverage the importance of NOAA’s programs  Through constituents 3 rd party validation of the NOAA program is critical for support of our organization

Communicating with External Stakeholders 7 Why Are External Stakeholders Important?

Communicating with External Stakeholders 8 The Hill Appropriations Reorganization a Surprise House 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

Communicating with External Stakeholders 9 The Hill Appropriations Reorganization a Surprise NOAA 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

Communicating with External Stakeholders 10 The Hill NOAA’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

Communicating with External Stakeholders 11 Pro-active 24/7/365 Meeting member’s needs Keeping NOAA Legislative Affairs in the loop (e.g. one NOAA) Respond promptly members Get members and staff into the field How Does NOAA Legislative Affairs Work (202) BUILDING TRUST!

Communicating with External Stakeholders 12 How Does NOAA Legislative Affairs Work (contd.) Legislative coordination: Drafting Assistance Monitoring bill and amendment introductions Maintaining communication with bill sponsors Coordinating Views Letters, Statement of Administration Policy and unofficial views

Communicating with External Stakeholders 13 How Does NOAA Legislative Affairs Work (contd.) Communications: Initiate meetings and briefings with members and staff Respond promptly to Congressional inquiries Introduce key staff to NOAA through meetings, site visits and written materials Maintain website Keep DOC and NOAA leadership informed through written and oral reports

Communicating with External Stakeholders 14 The Press 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!

Communicating with External Stakeholders 15 The Press On the record Your name in print Off the record You provide information but that information can’t be used directly, however, it will enable a reporter to ask sharper questions of others On background The information you provide is used but your name is not in print (e.g. “A Commerce official noted...”) Ask the reporter before you talk!

Communicating with External Stakeholders 16 The Press  Be careful — names in lights get shot at!  You may get burned!  Reporters can get information wrong!  Report to your NOAA PA rep on your dealings. The goal here is to speak as “one NOAA”  Getting cross-wired in the press is embarrassing

Communicating with External Stakeholders 17 3 rd Party Endorsements Implementation of US Ocean Action Plan NOAA needs to work with key constituents

Communicating with External Stakeholders 18 3 rd Party Endorsements  Letters  s  Telephone  Faxes  Events in DC to support specific initiatives (e.g. CHOW) Our constituents target the following: The Hill  Enacted Budget DOC  Formulated Budget OMB  Formulated Budget Goal: Constituents care about programs! } We want them to care about NOAA programs!

Communicating with External Stakeholders 19 3 rd Party Endorsements  We cannot ask people to lobby on our behalf. This is illegal!  If you are asked by a constituent if support for this organization would help, you can...  Any correspondence in support of NOAA programs/budget needs to go to AAs and Ed Shaw in NOAA Business Liasion BE RESPONSIBLE!

Communicating with External Stakeholders 20 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