Coal Field Communications DAY 1 PART 1

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Coal Field CommunicationsDAY 1 PART 1

• EXTENDING the REACH
• How Outreach Can Help You!

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You have already learned about

• Building Trust Through Effective Communication
• Conducting Effective Public Meetings
• Managing the Media

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How Outreach Can Help Youthis section will cover

• TODAY
• How outreach can help you
• Some tips and tools
• Using the WEB
• TOMORROW
• How to be a good ambassador
• Working with communities
• Show and Tell
• How do YOU get the word out?

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WHY OUTREACH?

• Its Monday morning. The phone rings its a
  producer for The Today Show they are doing a
  mining story that will air on Thursday. They
  want your help to find a high hazard AML site
  within 1 hour of a major airport. Film crew to
  arrive tomorrow (Tuesday) at 1000am.
• WHAT DO YOU DO?

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Reach for your agencysOUTREACH PLAN

• It should tell you
• Who gets the call within your org
• Who is responsible for cold calls
• Who can talk to the press
• Refer to the Press Kit

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PRESS KIT

• Your vision, goal, mission, message
• Your WEB page address
• Facts and figures
• List of who to call
• Supportive landowners/citizens and can to talk to
  the media
• Video clips web
• Names numbers of local reporters you have
  relationship with

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Press Kits
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Colorado AML got a call referred the producer to
other AMLs

• The Result

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ABC Story on AML UTAH
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What is Outreach?

• SIMPLY Communication
• Getting your message out
• Informing citizens
• SMCRA, mining, energy, reclamation, safety
• Connecting with the public and communities
• Educating
• Selling your program

Couldnt we communicate better if we built a
bridge?
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Outreach also

• Helps in crisis situations
• Promotes teamwork
• Creates better understanding and support for your
  programs
• SYNERGY! the result can be a better project!

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Good plans

• Include your organizations mission
• Target relevant primary and secondary audiences
• Identify the key message for each program

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Developing your message

• What news do you want to make?
• What issues are important and need to be
  addressed?
• What do you want people to remember?
• Will your audience get it?
• What are positives and negatives of the topic?

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A Few Tips for Outreach Success
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Know Your Audience

• Age
• Education
• Stakeholder/landowner?
• Rural or urban?
• Aware of governmental processes or not?

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Search out your Achilles heel

• Find those who may oppose your project
• Try to understand their objections
• Involve them from the beginning
• Anticipate opportunities for agreement

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RECRUIT PARTNERS

• Industry
• Private citizens
• Special interest groups
• Trade associations
• Other government agencies

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Why are partnerships valuable?

• Planning
• Publicity
• Funding
• Materials
• In-kind services.

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Build Community Rapport Support
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Give presentations to local groupsSchools,
scouts, clubs, church, civic, etc.
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Always keep decision makers
informed!

• No surprises
• Special efforts to keep local, state and federal
  elected officials involved and updated!
• Connections grow in value

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DID IT WORK?

• Build monitoring and
• evaluation into your
• outreach plan.
• Use free news
• search sites
• http//news.yahoo.com/www.newsindex.com

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MEASURE YOUR EFFECTIVENESS
that means counting!

• Use clipping services
• Web page hit counter
• User surveys and questionnaires
• Simple and easy
• SASE- self addressed stamped envelope
• Use internet and web based feedback

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More on measuring

• Telephone surveys
• Interviews/focus groups
• Participant evaluations for events
• Business reply cards (bounce-back cards)
• Learn from others
• Gather and keep statistics to report
  accomplishments

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Use An Evaluation Form for your personal records

• INCLUDE
• Project/event purpose, history, goals
• Who was in charge, other staff
• How much total time? preparation and event
• Project/event costs

• Publicity used
• Problems encountered
• Who attended? How many?
• Note main successes and failures
• Keep copies of all materials handed out

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THIS LAND IS YOUR LAND

• Some Tools of the Trade

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IAP2 handoutInternational Association for
Public Participation
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THE MAJORCOMMUNCIATION TECHNIQUES

• Printed Materials
• Media Video Productions
• Promotional Items
• Web

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PRINTED MATERIALS

• KISS - Keep it Short Simple
• Make it visually interesting
• Can easily be developed to reach targeted
  audiences

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VIDEO/DIGITAL MEDIA

• Identify a target audience
• Planning a must! scripting visuals, timing,
  music

EXPENSIVE! 1000 a finished minute
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Video expenses include

• Videographer - time, travel, salary
• Equipment rental
• Studio time editing, re-editing,
• re-editing
• Sound - hiring narrator
• music

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Additional costs

• Cover design
• Cover reproduction
• Jewel case
• Video reproduction
• Distribution
• postage

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Stay Out and Stay Alive AML - cooperative video
production

• Successes
• Partnered funding
• In-kind saved
• High quality product
• Utilization by partners
• Program awareness

• Challenges
• Distribution
• Script writing
• Timing
• Administration

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SOSA based news clip from Colorado
The clip is now a tool to use over and over
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Another Tool PROMOTIONAL ITEMS

• Budget items in PR plan
• Friendly fun oriented
• Creativity counts! How can you get more name
  recognition?
• Share with other agencies - reduces cost
  compounds distribution

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PROMOTIONAL ITEMS

• Create interest! Draw people to you!
• Get the Buzz going
• Where can I get one of THOSE?
• Have enough, but not too much!
• Limit the amount children take

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• Whats your message?
• MSHA Monthly Safety Slogans Home Page

• Safety has no quitting time
• Safety is a cheap and effective
• insurance policy
• Safety is a zero-injury goal
• Safety is everyone's responsibility
• Safety is no accident

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What items do you give away?

• Pens, bags, magnets, bookmarkers, pencils, mugs,
  t-shirts, hats, etc.
• Pens, bags, magnets, bookmarkers, pencils, mugs,
  t-shirts, hats, etc.

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Moving on - Using the WEB
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And what may turn into your biggest tool

• The WEB!!!!
• Valuable information abounds
• Interactive exercises
• Online classes and tutorials

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What does your WEB page look like?

• It should
• Provide information user wants
• Allow for easy scanning
• Provide visual navigation and accessibility aids

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Web pages should

• Look clean and concise
• Provide credible links
• Be a useful research tool for the public and
  media, AND
• and MUST BE MAINTAINED and have managerial
  support

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IMCCInterstate Mining Compact Commission
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SUWASouthern Utah Wilderness Alliance
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Office of Surface Mining
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New MexicoNew Mexico Abandoned Mine Land Program
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OhioTitle V
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Google Search Results ExampleSearch Term
Abandoned Mines

• 12. Wyoming
• 13. EPA
• 14. National Association for
• Abandoned Mines (RAMP)
  
• 15. Canada
• 16. Michigan
• 17. Nevada
• 18. Kentucky
• 19. New Mexico
• 20. WGA - Western Governor's
  
  Association
• 125. National Association of Abandoned Mine Land
  Programs

• 1. USGS
• 2. BLM
• 3. Abandoned Mines of El Paso Co., Colorado
• 4. MSHA
• 5. Pennsylvania
• 6. Canada
• 7. OSM
• 8. Colorado
• 9. Idaho
• 10. Montana
• 11. Utah

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Evaluate your web site the public is doing it
every time they access it!
READ ME
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Some WEB Evaluation Sites

• New Mexico State University
• Evaluation Criteria from "The Good, The Bad
  The Ugly or, Why It's a Good Idea to Evaluate
  Web Sources
• http//lib.nmsu.edu/instruction/evalcrit.html
• University of Vermont
• Web Evaluation Techniques
• http//bailey.uvm.edu/ref/webeval.html
• Duke University
• Evaluating Web Sites
• http//www.lib.duke.edu/libguide/evaluating_web.ht
  m

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REMEMBER ON the WEB YOU CAN FIND

• Lesson plans
• Classroom exercises
• Videos
• Workbooks
• Powerpoints
• More

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Web sites with mining related classroom activities

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Examples of Educational Materials

• National Energy Foundation
• http//www.nef1.org/
• Posters
• Workshops
• CD and Songbook

• Global Science
• http//www.mii.org/global/

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From the Mineral Information Institute
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See you tomorrow!