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Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],About this Toolkit Table of Contents Section 1   Introduction Section 2 ONR Communication Approach Section 3 Message Map Overview Section 4 ONR Corporate Message Maps & Fact Sheet Overall S&T Partnership Conference Message Map Sections 5-10 Theme Message Maps & Fact Sheets
Introduction  (cont) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why a Toolkit? ONR’s Mission ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CNR 2008/9  Key Objectives SECNAV 2008 Objectives CNO 2008 NSP Goals Aligning to Strategic Guidance “ ONR serves the next generation warfighter, now” ,[object Object],[object Object],[object Object],[object Object]
ONR provides technological advantage for America’s Naval forces and our Allies ONR Vision? ,[object Object],[object Object],[object Object],Mission   “to plan, foster, and encourage scientific research in recognition of its paramount importance to future Naval power and national security.” – Public Law 588 of 1946 Articulating Organizational Guidance CNR 2008/9  Key Objectives ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Our Communication Priorities Communicating our Vision and Strategic Priorities Vision   ONR provides technological advantage for America’s Naval forces and our Allies CNR 2008/9  Key Objectives ,[object Object],[object Object],[object Object],[object Object]
From 13 Investment Focus Areas to… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Communicating the S&T Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Future Force
Corporate Communication Toolkit STRATEGIC COMMUNICATION TOOLS Standard / Traditional Tools 5-PRONG APPLICATION ,[object Object],[object Object],[object Object],[object Object],[object Object]
Code 33 Code 31 INPs Code 32 Code 30 FNCs BIZOPS ,[object Object],[object Object],[object Object],[object Object],Traditional Strategic Approach D&I Code 34 Our Communication Goal Code 35 S&T  Workforce External  Audiences ONR  INTEGRATED TEAM… Consistent Message Innovation Stewardship  of Resources Future  Force Current  Readiness
Communication Approach Section 1 Tactical & Strategic Communications SECTION 2 In This Section ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication Approach Section 1 Communications Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internal Goal  Inspire the workforce and engage them in CNR’s strategic  objectives for the organization OUR OBJECTIVES
Communication Approach Section 1 Our Communications Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OUR OBJECTIVES External Goal  ONR is recognized and acknowledged as “Leading the Vision” for the Navy’s future force
Communication   Approach Strategic Approach Targets Perception Factors of TRUST, BENEFIT & CONTROL PHASE PURPOSE ACTION PERCEPTION FACTOR TIME FRAME COMMUNICATION  PRINCIPLE One INFORM (to increase awareness) Provide access to information and leaders to promote trust and increase the  awareness   of a  change  and the  need  for change ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Begin 30 March  and ongoing Timely  and  adequate  information on change and  consequences  help  generate  stakeholders’ understanding and need for dialogue in uncertainty Two INVOLVE (to increase knowledge) Provide information and process  feedback  that  benefits   learning  and  knowledge  with stakeholders.  Broaden access to leaders. Continue to deliver  timely  and  activity-based  information. Communicate opportunities for access to stakeholders to provide feedback and  be included  in guiding and influencing the execution and  results  of CNR’s strategies. ,[object Object],[object Object],[object Object],[object Object],Begin 30 April and ongoing *** Or as needed per unique needs of each initiative Acceptance  of change increases in correlation with chance to  voice concerns  and receive honest, competent and  empathetic  feedback  Three ENGAGE (to increase understanding) Expand  Two-Way  flow of information to share control and increase  informed support  and  action  via greater  understanding Use multimedia and face-to-face  Two-Way  Communication to   integrate  information sharing  into the  operational flow  to enhance execution of tactics/strategies ,[object Object],[object Object],[object Object],[object Object],Initiative dependent  *** As needed per unique needs of each initiative Continuous  meaningful  communication actively supports learning,  progress  and  real  change
[object Object],Communication Approach Section 1 Guide to Managing Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication Approach Choosing the Right Messages  Section 1 This toolkit contains four key ONR Corporate messages.  These messages provide the foundation for internal and external communication efforts to generate awareness, target misperceptions and properly position ONR in the media space.  ONR leadership is expected to embody the key messages in all stakeholder engagements to include internal and external presentations, interviews, meetings and program specific promotional materials.  Selecting the right messages  … will ensure that the information is accurately received and processed by the recipient.  Key messages should be based on what the target audience   most  needs to know,  most  wants to know, and is  most  concerned about. ,[object Object],[object Object],When Choosing Message Content, it should be
Communication Approach Choosing the Right Messenger Section 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When Choosing the Right Messenger, Consider
Communication Approach Choosing the Right Channels Section 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When Choosing the Right Channel, Consider
Communication Approach Managing Feedback Section 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],When Managing Feedback Promote Collaboration    Encourage  Feedback    Adjust communication based upon Feedback Feedback Tools:  Formal and Informal Surveys     web-enabled responses - communication feedback cards - functional email boxes - face-to-face interaction Feedback Mechanisms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication Approach Measuring Our Success Section 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],Measurement Area Methods Used Level and Source of Awareness Intercept Interviews  (using consistent Interview Guide) Random telephone interviews Level of Knowledge (determine  Intercept Interviews for focused target groups ability to explain the issue) Focus Groups (professional facilitated) Random Surveys (electronic or print) Understanding (determine Information Exchange (modified) attitudes/beliefs, level of support) Listening Posts On-line Chats Web casts or similar discussions Acceptance (considered an indirect Develop research effort for communication metrics communication metric due to number  Promotion/Retention rates (if applicable, i.e. People/  of outside variables) Diversity issues)
Communication Approach Sample: S&T Partnership Conference  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Message Map Overview Section 2 Using Organizational Messaging SECTION 3 In This Section ,[object Object],[object Object],[object Object],Message Maps enhance message alignment and consistency. This section contains ONR messages important to communicate with all stakeholders (Internal and External) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Using THREE levels  of THREE brings substance and credibility to your message Organize Presentations/Communications – 15 minute limit Responding to questions – 2 minute limit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Message Map Overview Section 2 Message Map Circa 47 BC Area of Concern How goes the war? Key Message 1 I came SF1 The journey was long and hard ,[object Object],[object Object],[object Object],SF2 We suffered heavy loses along the way SF3 Despite the difficulties we arrived in force ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Message 3 I conquered SF1 We engaged the enemy forthwith ,[object Object],[object Object],[object Object],SF2 Our legions fought bravely SF3 The enemy is destroyed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Message 2 I saw SF1 The enemy’s armies were large ,[object Object],[object Object],[object Object],SF2 They were well armed and equipped SF3 They were well positioned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ONR Corporate Message Map Section 2 Diagram Overview with Detailed Outline of Core Key Messages Key Message 3 ONR is the pre-eminent S&T destination for good ideas and innovative concepts SF1 We’re seeking partnerships to find and leverage international S&T into the Navy SF2 We’re searching the globe for the best and brightest to work with ONR SF3 ONR is striving to become easier to do business with Key Message 1 ONR is meeting the S&T needs of our next-generation warfighter today SF1 Our mission  is to plan, foster and encourage scientific research Key Message 2 ONR’s innovation brings technology solutions to U.S. forces and our allies SF1 ONR was the genesis of many technologies supporting warfighters today SF2 ONR is conducting revolutionary research  for relevant results SF2 ONR delivers new technologies to meet current warfighter needs SF3 We’re seeking to increase  the speed  and quantity  of  quality   S&T  transitions SF3 We want to ensure that  our forces always have the technological edge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Note  Users are encouraged to substitute programs and systems with which they are most familiar. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Topic What is ONR’s role in Science & Technology?
Key Message 1 S&T Partnership Conference  provides broad access to ONR SF1 Many Program managers will be present ,[object Object],[object Object],[object Object],Key Message 3 S&T Partnership Conference surfaces new ideas, and strengthens relations with our stakeholders Key Message 2 S&T Partnership Conference showcases ONR research & people SF1 Plenary room presentations will highlight key ONR programs   ,[object Object],[object Object],[object Object],SF1 Many more ONR partners will be present this year ,[object Object],[object Object],[object Object],SF2 Four venues  provide more opportunity for PMs ,[object Object],[object Object],[object Object],[object Object],SF2 Information Exchange booths will showcase programs and PMs ,[object Object],[object Object],[object Object],[object Object],SF2 The conference is a hub for innovation ,[object Object],[object Object],[object Object],SF3 Participants can meet with PMs at  conference ,[object Object],[object Object],[object Object],SF3 Code Breakouts feature Code-specific research/PMs ,[object Object],[object Object],[object Object],SF3 The conference expands our base of S&T partners ,[object Object],[object Object],[object Object],S&T Partnership Conference Message Map Area of Concern Why is the S&T Partnership Conference Important? Diagram Overview with Detailed Outline of Key Messages

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S&T Partnership Conference Toolkit Final

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Editor's Notes

  1. The picture here gives you a simple flow of how any objective can be cascaded down to OPNAV, hence, down to the directorate level. Lets take Human Capital Management – to the OSD – transform, to SECNAV – Optimize to the CNO – once again, transform – finally to OPNAV diversity – a key component of the change in workforce
  2. In addition to traditional products, our 5-Prong Approach to communications: 1) Incorporates Change Communication Principles throughout 2) Applies Tactical Strategies to specific Critical Issues 3) Plans for Crisis and mobilizes assets in emerging situations 4) Takes advantage of Information Technology capabilities, and 5) Uses Video/Multi-Media Methodology to deliver the messages
  3. This strategic approach to communication is yielding successes for ONR, as we are working with various initiatives. We’re using the approach consistently to Involve our workforce and supervisors attain focused, consistent messages , and develop a better understanding by the workforce We’re working on several key initiatives at this time….