Functional Statements > Federal Student Aid

## B. Office of Principal Deputy to the Chief Operating Officer: B3. Strategic Communications Directorate

Without strategy we can only communicate – with strategy we communicate strategically.

The Strategic Communications Directorate includes the Conference Management Group, the Employee Communications Group, the Engine Room Group, and the External Communications Group. The Strategic Communications Directorate selects, leads, integrates, coordinates, activates, and executes communication strategies in support of FSA’s mission. As such, the overall goal of the Strategic Communications Directorate is to tell FSA’s story internally and externally to elevate public awareness and improve public perception. The goal is met through the following key objectives:

- Creating a sense of excitement and engagement for employees;
- Creating a positive image to the public;
- Being seen as a trusted, responsive partner and source of information about Federal Student Aid programs, products, and services; and,
- Serving as a clearinghouse for executive correspondence and establishing an enterprise governance structure that enables senior leaders to make decisions across the organization in an informed, effective, and timely manner.

Capabilities of the Strategic Communications Directorate include meeting and event planning, writing, editing, graphic design, photography, media outreach, Freedom of Information Act (FOIA) and Privacy Act expertise, research, and analysis. The ability to think strategically, act ethically, collaborate effortlessly, and demonstrate accountability are also critical competencies of the group.

The staff is divided into the following four areas of expertise:

- External Communications Group
- Employee Communications Group
- Engine Room Group
- Conference Management Group

### External Communications Group

The External Communications Group develops and contributes to information, collateral materials, and outreach campaigns designed to educate and inform the public, media, and higher education stakeholders about FSA’s programs, products, and services. This group develops opportunities to showcase FSA’s programs, products, and services and is responsible for developing communications for executives and senior leaders.

### Employee Communications Group

The Employee Communications Group is responsible for managing all activities and communications to FSA staff related to FSA’s mission and operations. Working with FSA’s executives and senior leaders, this team seeks to ensure that communications to employees are consistent, accurate, and timely and are delivered through various media. This group also supports planning and executing outreach initiatives to employees. The development and implementation of a comprehensive employee communications strategy supports the needs of FSA employees with the goal to help make FSA one of the best places to work in government.

### Engine Room Group

The Engine Room Group is responsible for providing a structured set of norms, processes, guidelines, and data to fulfill the strategic vision of FSA. This includes serving as a clearinghouse for correspondence, managing responses to Freedom of Information Act and Privacy Act requests, and facilitating an enterprise governance structure that enables senior leaders to make decisions across the organization in an informed, effective, and timely manner.  The Engine Room drafts and finalizes—including managing the approval process—executive correspondence to members of Congress and responses to audit reports issued by the U.S. Government Accountability Office and the Office of Inspector General. This group also formulates high-quality communications products and prepares organizational leadership for external stakeholder engagements, such as congressional testimony and briefings.  Overall, the Engine Room maintains a fully integrated knowledge center that enables leaders to communicate FSA interests in an effective manner.

### Conference Management Group

The Conference Management Group plans and manages FSA-sponsored conferences, including both internal and external events. This group also is responsible for coordinating FSA's support of and participation in conferences held by the student financial assistance and higher education communities. Furthermore, this group provides assistance, when requested, to the Department in planning and managing conference events.