Communication Strategy Outline - Engineering and Technology ...

ETIC Government Affairs Communication Strategy
Outline, 11/16/04
Key Objectives
• Work closely with OUS and Governor’s Office to obtain maximum funding of Operational and Capital
Proposals.
• Obtain legislative Endorsement of ETIC Charter/Vision and recognition of past successes.
• Obtain approval of new Innovation Council that provides enhanced planning asset for Oregon.
Key Elements of Communication Strategy – “Crisp and Savvy”
Key Messages
• Capacity and Excellence: ETIC is committed to
o doubling the annual number of graduates available to Oregon companies,
o tripling the federal dollars flowing to Oregon, and
o growing nationally ranked programs that supply the highly skilled graduates needed to retain and
attract companies and jobs in the state.
• Leverage:
o Corporate and private donors more than double the impact of tax dollars.
o State investments lead to dramatic increases in federally funded research.
• Sustained investments yield results for Oregon: Unique industry/academic partnership is producing
outstanding results for Oregon.
o Annual graduates up by 40%
o Annual federally funded research up by 40%
• ETIC strategy
o Benefits broad range of Oregon industries.
o Builds on OUS strategy of Access, Affordability, Academic Excellence, and Economic
Development.
o Enhances Oregon’s global competitiveness via strong existing and new industry/academic
alliances.
o Builds pipeline of opportunity, attracting a diverse set of young Oregonians to engineering and
technology programs through K12 outreach programs and partnerships with community colleges.
• ETIC investments
o Grow Oregon’s economy
o Create opportunities for Oregonians throughout the state
o Enhance future tax revenue
Key Business Organization Alliances
• Oregon Business Plan: Obtain endorsement.
• Higher Education Roundtable: Obtain endorsement
• OCKED: Achieve One Message, One set of goals, One funding request
• AeA, AOI, OBA: Achieve full endorsement of ETIC request and work with their staff on communication
with Legislature
• Others (e.g. SAO, OMI, etc.): Achieve full endorsement of ETIC request (as time allows)
Key Government Organization Support
• Governor’s Office: Get into Governor’s budget, work together on Innovation Council
• OUS Legislative Advisory Council
• Higher Education Lobby Network
• Oregon Economic and Community Development Department
• International Trade Commission
Legislative Support
• Meet with legislatures associate with each of the eight ETIC campuses. Include industry and OUS
personnel. Emphasize joint university projects (PSU/OGI, SOU/UO, OIT/SOU, etc), where applicable
• Identify key legislative committees - Get on their agenda, meet in Salem
• Identify influential senators and representatives – Meet with them in small groups, secure their support
• Testify, as opportunities arise
ETIC Government Affairs Communication Strategy Page 1

Media Support
• Place op-ed pieces in regional papers featuring impact on local community, alumni and companies. Byline
will be a business leader, perhaps with a co-byline of a campus president, faculty member, etc.
• Meet with editorial boards seeking editorial coverage consistent with above requesting endorsement of
specific aspect of ETIC strategy.
• Issue press releases
o Each new ETIC hire (jointly with university) high lighting unique expertise and relationship to
ETIC strategy.
o Each endorsement achieved from other organization, pointing out relationship of ETIC strategy to
strategy of endorsing organization and benefits that will result for Oregon.
• Develop one major article: e.g. “Industry bands with University to produce outstanding results for Oregon”,
get placed in several Oregon publications and at least one national trade publication.
• “Pitch” stories to high tech writers at state dailies.
Support Materials Needed
• All materials to emphasize past accomplishments and future vision
• For distribution:
o ETIC Brief (1 page)
o Info packet including plan summary (For legislatures, press, etc.)
o Summary and links in Legislator Notebook section of OUS website
o Special page on ETIC web site
• For use by advocates:
o Talking Points
o Modular Slide Set
o FAQ -- Frequently Asked Questions and Answers
o Detailed proposals and background materials on ETIC website
ETIC Government Affairs Communication Strategy Page 2