PR Challenge How can we effectively communicate the importance of what we do? Main Goal: To increase appreciation for NRAO-Green Bank locally, regionally,

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Presentation transcript:

PR Challenge How can we effectively communicate the importance of what we do? Main Goal: To increase appreciation for NRAO-Green Bank locally, regionally, nationally. apply different messages, strategies for different audiences. secondary goals (stable funding, community support, scientific literacy) will follow

NRAO/AUI/NSF2 The survey said… (n=54)

NRAO/AUI/NSF3

4

5

… good to the last drop Virginia… … I can’t believe I ate the whole thing. Brylcream… …NRAO???

NRAO/AUI/NSF7 Task No. 1 Brand Development ( PR team, PR firm) Name –No More “NRAO”! Hard to say (NARO), acronym doesn’t say who we are. “Green Bank Observatory” is nice. Slogan(s) –“Come to the Quiet Zone. No Cell Phones. All Nature.” –“GBT- the Mountain Ear” –“Tune in to the Universe.” –“Turning data into knowledge for 50 years”. Logo Develop these, and use these everywhere! Letter head, brochures, web, phone messages, press releases, signs, magnetic signs on AUI cars, etc. Enforce consistency. Time to complete: < 6 months, will require outside expertise. (PR firm)

NRAO/AUI/NSF8 Task Number 2 Develop PR Plan (PR team): Spans multi-year period Most value for reasonable effort Evaluation plan (value is hard to assess though) Increased requests for materials Visitation increases people stop calling us NARO Increased web traffic includes staff training? Time to complete: < 6 months, will require outside expertise. (PR firm)

NRAO/AUI/NSF9 Target Audience Audience Size StrategiesBenefit StakeholdersSmall 1. Face-to-face 2. Direct mail Just one fan at NSF is very valuable = stable funding. Astronomical community Small 1. Face-to-face 2. Direct mail 3. E-strategies 1. More users 2. More support for NRAO 3. collaborations Regional/local public Medium 1. Events 2. Regional media Press Radio TV? 1. Trickle out effect 2. improved community support 3. more visitors National public Large Press Radio TV/Film Outreach projects 1. Numbers reached are large.

NRAO/AUI/NSF10 Task No. 3 Marshal our resources and Reduce, Reuse, Recycle what we’re already doing. Define useable materials (Quarterly reports, newsletter articles, exhibit text and graphics, press releases, etc) Modify for particular audiences and re-use. Time to complete: Ongoing.

NRAO/AUI/NSF11 Brochures, lithographs, etc. Podcasts Monthly newspaper column Website content Updates to stakeholders Press releases Graphics, brand, slogan Quarterly report Newsletter articles GBT abstracts Interviews (MRA) Green Bank Resources Exhibits Talk slides Graphics Cosmic Radio Show Central repository for easy access

NRAO/AUI/NSF12 Task No. 4: Develop PR Plan and Schedule (Div heads, PR team) Time to complete: < 6 months

NRAO/AUI/NSF13 Task # 5 Implement the plan and… Repeat, repeat, repeat