PR Challenge

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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

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The survey said (n54)
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• good to the last drop

Virginia
I cant believe I ate the whole thing.
Brylcream
NRAO???
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Task No. 1

• Brand Development ( PR team, PR firm)
• Name
• No More NRAO! Hard to say (NARO), acronym
  doesnt 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 lt 6 months , will require
  outside expertise. (PR firm)

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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 lt 6 months , will require
outside expertise. (PR firm)
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Target Audience Audience Size Strategies Benefit
Stakeholders Small 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.
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Task No. 3

• Marshal our resources and Reduce, Reuse, Recycle
  what were 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.
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Green Bank Resources
Graphics, brand, slogan
Brochures, lithographs, etc. Podcasts Monthly
newspaper column Website content Updates to
stakeholders
Interviews (MRA)
Cosmic Radio Show
Central repository for easy access
Talk slides
GBT abstracts
Quarterly report
Newsletter articles
Press releases
Exhibits
Graphics
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Task No. 4Develop PR Plan and Schedule (Div
heads, PR team)
Time to complete lt 6 months
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Task 5

• Implement the plan
• and
• Repeat, repeat, repeat