Report - Government Executive
Report - Government Executive
Report - Government Executive
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Finding 4-5<br />
The DCIPS website and Readiness Tool do not effectively provide comprehensive or timely<br />
information to their intended audiences. As a result, use of these tools is low and information<br />
needs are not being met.<br />
Outreach<br />
The Outreach element of the framework refers to adoption of a communication strategy that<br />
works to produce successful cultural change in a particular area. In DCIPS’ context, the strategy<br />
would be developed and pursued by managers and HR implementers in the intelligence<br />
components. Outreach is a more tactical and repetitive form of interaction than senior leadership<br />
engagement; its focus is on status updates and technical and operational information. Review of<br />
this element addresses the overall strategy and approach taken for outreach, the channels of<br />
communication, and the message content.<br />
Prepared by OUSD(I) in 2008, the DCIPS Communications and Learning Plan outlines the<br />
overall communication strategy. It was envisioned that the plan would be updated as program<br />
requirements and component needs emerged, but no updates or outreach guidance have been<br />
identified. The Readiness Tool also offers basic outreach materials for HR implementers to<br />
modify and use within the components.<br />
Some components indicated that they engaged in substantial outreach efforts:<br />
• DIA reported that it conducted more than 260 communication events as of mid-2008,<br />
including 164 “DCIPS Overview” town halls, 40 “Performance Management” town halls,<br />
30 road shows, and several additional events for specific audiences. 121<br />
• Navy posted multiple briefings, brochures, fact sheets, and other communications on the<br />
DCIPS Readiness Tool; most content focused on the system’s design features.<br />
• OUSD(I) engaged in town halls, executive briefings, and surveys early in the<br />
implementation process, and recently sponsored an additional DCIPS workforce survey.<br />
Overall, OUSD(I) has not effectively overseen or monitored the outreach efforts and indicators<br />
of activity that components have undertaken. The outreach approach within the components<br />
reflects some of the same challenges noted under Leadership Engagement, namely that senior<br />
leadership support, plans, and outreach activities were inconsistent. 122 In its Senior Leadership<br />
Guide to DCIPS, the Navy emphasized the importance of senior leaders in DCIPS’ success and<br />
reiterated early USD(I) messaging: “DCIPS…embodies the core values of the U.S. intelligence<br />
community—Commitment, Courage, and Collaboration.” Few other communications carried<br />
this critical message.<br />
121 DIA DCIPS Training Communications, Apr. 2008.<br />
122 Component briefings at National DCIPS Conference, Southbridge, Massachusetts, Feb. 2010.<br />
69