“It’s Not Just About Us”Building External RelationshipsBuilding External Relationships

Brig. Gen. D.L. Johnson, USAF (Ret.)NOAA Assistant Administrator

for Weather Services

December 2, 2005

Dr. Bill HogarthNOAA Assistant Administrator

for Fisheries

CongressCongress

Objectives:

• Create a strategic legislative plan

• Improve system of communicating information to Congress and constituents

CongressCongress

Create a strategic legislative planIdentify 5-6 budget and legislative priorities

Create a 1-page template for Program Leaders with NOAA budget priorities

POC: Budget Office; Due date: 4 February 2006

Create “Legislative Reconnaissance” on Congress Members’ Interests for legislative priorities.

POC: OLA w/BOC; Due date: 30 January 2006

Create list of “must-haves,” “live-withouts,” and “trade-offs” for all legislative priorities

POC: Program Offices to OLA; Due date: 28 February 2006

CongressCongress

Improve system of communicating information to Congress and constituents

CommunicationCreate simplified 1-pagers with standardized cross-cuts with more comparison to enacted budget by goals and programs.

POC: Budget Office; Due Date: 4 February 2006

Update “NOAA In Your State” document and check accuracy.POC: OLA; Due date: 11 February 2006

Training of NOAA staffIncrease the number of fellows/rotations of NOAA employees in the Hill.

POC: Budget, OLA, WMO; Due date: ongoing

Train Leg Affairs personnel in LOs by OLA on proper procedures, NOAA –wide priorities, testimony and Q&As.

POC: OLA; Due date: 30 March 2006

CongressCongress

Improve NOAA internal coordinationCreate 1-pagers for targeted program elements.

POC: Budget to task out; Due date: 21 February 2006

Submit NOAA and stakeholder-related events for calendar to OLA.

Notify OLA of DC-based events.POC: LOs; Due date: 30 January 2006

ProceduresInstalling new technology for resource management.

POC: CFO; Due date: September 2007

Develop “Rules of the Road” for communication and training session (including field procedures).

POC: OLA, Budget Office, LOs; Due date for materials: 15 January 2006; Due date for training: 1 February 2006

Academia/NGOs/Governmental

Academia/NGOs/Governmental

Objective 1

Purpose: identify NOAA’s role in relationship and more sharply define NOAA’s mission relative to its Academia/NGOs/Governmental partners. “Lanes in the Road”

Action: Assess NOAA’s relationship with academia/NGOs/Governmental partners

Benefit: Improve delivery of products and enhance partnerships (for advocacy, share resources - save $, help expedite research to operations, and move new products to partners, etc.)

Act_On PlanAct_On Plan

Leads: PPI and Communication office

Process:

1) Define database components (2nd Q, FY 06)Current NOAA Interface to partner (Primary)Partner nameApplicable cross LO/Strategic theme for partners (value to NOAA)Region or sectorProduct of interest from NOAA/to NOAAAdvocate for NOAAAcademic/NGO/Government (choose 1)Desired outcome (How do we leverage partnerships?)

2) Direct Goal Leads – to identify primary partners and assess per criteria established for PPI/Communication Office

Act_On PlanAct_On Plan

3) Goal Team Information reviewed by PPI and Communication office to assess or test the value of proposed approach. If approach deemed valid proceed otherwise refine the process. (2nd Q, FY 06)

4) Communication office create database of Contacts (FY06)

5) Use database in PPBES context to unify resource requirements/alternatives (for future planning cycles)

6) Use database to identify key support groups to secure as third party advocates in legislative relationships “Close the deal” (on going)

Act_On PlanAct_On Plan

Outcome: As assessment tool used annually in planning to enable NOAA to be more engaged with the Government/ Academia/NGO community and to build a ‘One NOAA’ Communication strategy

NeedNeed

Objective 2 (3rd Q, FY06):

Create a Communications Council: institutional mechanism to execute objective 1

•PPI and the Communications Office co-chair

•Create tools (i.e. action 1) to enable NOAA to have more engaged Government/Academic/NGO’s and which serves to build a ‘One NOAA’ communication strategy

•Council serves as partnership “ombudsman” or “czar” to ensure that NOAA maintains appropriate and necessary contact/role in the relationship.

MediaMedia

Create media-friendly resources by …

Immediate news: Establish television “quick library” of quality media friendly video clips (B roll, graphics, fact sheets)

Current awareness: Develop focused topical clips for news networks (explanatory materials)

Deep foundation / long term awareness: Educate media and public about NOAA fundamentals (age appropriate materials)

MediaMedia

1. Immediate news: Establish television “quick library” of quality media friendly video clips (B roll, graphics, fact sheets)

MediaMedia

Action: Build set of pre-packaged media quality resources

Audio Video Graphics

MediaMedia

Example:Pre-packaged Hurricane Information

SatellitesHurricane HuntersMappingWater QualityStorm surgesBuoy launchingInland floodingEtc.

MediaMedia

Lead: Public Affairs

Short term: Build Library index

Mid-term: Six months, prototype of Hurricane materials

Long-term: Build multi-subject library

MediaMedia

2. Current awareness: Develop focused topical explanatory materials

MediaMedia

Action: Create “One NOAA” outreach package NOAA BrochureNOAA VideoGeneric PowerPoint presentations with a library of backup slidesNOAA relevant Events Calendar

MediaMedia

Lead: Communications Office leads “NOAA Package” effort

Short-term: Build Library index

Mid-term: FY06 assemble the package

Long-term: Track Line Office outreach efforts to measure usage of “NOAA package”,

MediaMedia

3. Deep foundation / long term awareness: Educate media and public about NOAA fundamentals (age appropriate materials)

Private SectorPrivate Sector

Engage Commerce Department’s help to organize emerging markets, e.g. conference

Create a business roundtable in NOAA to:Identify two NOAA products for marketing to private sectorEstablish an improved integrated NOAA acquisition strategy

Action PlanAction Plan

Objective: Provide an integrated and focused approach to NOAA’s private sector relationships

Lead: Group 2/Private Sector offers to take preliminary actions to serve as the interim Roundtable. Draft Group 1/Private Sector members.

ProcessProcess

Develop NOAA approach to New Business Development Planning and “Global Technology Outlook”

Create the initial NOAA Business Roundtable in 2QFY06 based on requisite criteria

KSA’s: Acquisition, Products and Services, Regulation of Commercial sectors, Potential Transitions, Business Practices, Networking and/or outreach with private sector, LegalGroup 2/Table 2/Private Sector offers to participate as initial coreDraft AGO to round out necessary expertise

Organization Market

Rivals Customers

Partners

Government

Substitutes

Entrants

Environmental Factors Suppliers

Resources

• Funding channels

• Transferable assets

Capabilities

• Inf. based• Tangible /

intangible• Intermedia

te goods

Strategic Assets

• Organization-specific• Scarce; difficult to transfer• Non-appropriable• Determine value to customers • Form the basis of competitive

strategy

Strategic Industry Factors

• Market-specific• Shape profitability• Dynamic• Uncertain

ProcessProcess

TimelineTimeline

Near-TermConvene Roundtable, January, 2006

Identify two emerging market areas that would benefit from pooling of NOAA expertise and effortIntegrate acquisition strategies appropriate to new business areasIdentify DOC POC’s in each business areaDevelop plans to establish baseline of existing private sector awareness

TimelineTimeline

Near-TermEngage DOC to support NOAA Business Development activities in two key Commerce emerging markets

Interview Ed Shaw (NOAA Business Liaison) for possible approaches/contacts/membership on RoundtableIdentify specific Trade activities appropriate to key areas; eg., Asia-Pacific Partnership for global Climate Enterprise to determine possible role for NOAAExplore opportunities for DOC-wide “Emerging Markets/ Innovations” including dialogue with private sector coalitions

Timeline Timeline

Mid-termEngage DOC agencies help to organize emerging markets conferences with private sector to address innovations in the global/domestic marketplaceDevelop initial drafts of NOAA emerging market business plans for test casesConfer with private sector leaders/coalitions on methods for identifying emerging markets and specific products for further developmentDetermine measures of success of pilot program; e.g., increased awareness of opportunity

TimelineTimeline

Long-termEvaluate merits of NOAA Business Roundtable pilot programEstablish ongoing and formalized method for identifying future and sustaining current market opportunities that support Commerce interests and private sectorEstablish permanent membership of Roundtable based on requisite expertise