# Presentation: 291311

## “It’s Not Just About Us”

- Building 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

## Congress

- Objectives:
- Create a strategic legislative plan
- Improve system of communicating information to Congress and constituents

## Congress

- Create a strategic legislative plan
- Identify 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

## Congress

- Improve system of communicating information to Congress and constituents
- Communication
- Create 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 staff
- Increase 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

## Congress

- Improve NOAA internal coordination
- Create 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
- Procedures
- Installing 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 Plan

- Leads:  PPI and Communication office
- Process:
- 1) Define database components (2nd Q, FY 06)
- Current NOAA Interface to partner (Primary)
- Partner name
- Applicable cross LO/Strategic theme for partners (value to NOAA)
- Region or sector
- Product of interest from NOAA/to NOAA
- Advocate for NOAA
- Academic/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 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 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

## Need

- 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.

## Media

- 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)

## Media

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

## Media

- Action:
- Build set of pre-packaged media quality resources
- Audio
- Video
- Graphics

## Media

- Example:
- Pre-packaged Hurricane Information
- Satellites
- Hurricane Hunters
- Mapping
- Water Quality
- Storm surges
- Buoy launching
- Inland flooding
- Etc.

## Media

- Lead:  Public Affairs
- Short term:  Build Library index
- Mid-term:  Six months, prototype of Hurricane materials
- Long-term: Build multi-subject library

## Media

- 2. Current awareness:** **Develop focused topical explanatory materials

## Media

- Action:  Create “One NOAA” outreach package
- NOAA Brochure
- NOAA Video
- Generic PowerPoint presentations with a library of backup slides
- NOAA relevant Events Calendar

## Media

- 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”,

## Media

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

## Private 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 sector
- Establish an improved integrated NOAA acquisition strategy

## Action 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.

## Process

- 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, Legal
- Group 2/Table 2/Private Sector offers to participate as initial core
- Draft AGO to round out necessary expertise

## Process

- Organization

- Market

- Rivals

- Customers

- Partners

- Government

- Substitutes

- Entrants

- Environmental Factors

- Suppliers

- Resources
- Funding channels
- Transferable assets

- Capabilities
- Inf. based
- Tangible / intangible
- Intermediate 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

## Timeline

- Near-Term
- Convene Roundtable, January, 2006
- Identify two emerging market areas that would benefit from pooling of NOAA expertise and effort
- Integrate acquisition strategies appropriate to new business areas
- Identify DOC POC’s in each business area
- Develop plans to establish baseline of existing private sector awareness

## Timeline

- Near-Term
- Engage 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 Roundtable
- Identify specific Trade activities appropriate to key areas; eg., Asia-Pacific Partnership for global Climate Enterprise to determine possible role for NOAA
- Explore opportunities for DOC-wide “Emerging Markets/ Innovations” including dialogue with private sector coalitions

## Timeline 

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

## Timeline

- Long-term
- Evaluate merits of NOAA Business Roundtable pilot program
- Establish ongoing and formalized method for identifying future and sustaining current market opportunities that support Commerce interests and private sector
- Establish permanent membership of Roundtable based on requisite expertise