How to Create an How to Create an Office of Public Office of Public

InformationInformationMeagan DorschMeagan DorschNCSL-DenverNCSL-Denver

(303) 856-1412(303) 856-1412Meagan.dorsch@ncsl.orgMeagan.dorsch@ncsl.org

Public Information OfficePublic Information Office

► Purpose:Purpose: Office for external/internal communicationsOffice for external/internal communications

► Manage media requestsManage media requests► Monitor media coverageMonitor media coverage► Release information to public, media and colleaguesRelease information to public, media and colleagues► Press releases, speeches, promote work of the Press releases, speeches, promote work of the

legislaturelegislature Crisis communications Crisis communications

► Develop a planDevelop a plan► Sell the plan Sell the plan

Media relations trainingMedia relations training► Training spokespersons Training spokespersons ► Key message pointsKey message points

Public Information Office TipsPublic Information Office Tips

► What it takes to start:What it takes to start: ► A computer with Internet access, Intranet A computer with Internet access, Intranet

access, e-mail and word processing software access, e-mail and word processing software ► Standard telephone, cell phone, PDA / Standard telephone, cell phone, PDA /

Blackberry Blackberry ► Fax machine Fax machine ► Standard office supplies Standard office supplies ► Furniture Furniture ► Local phone book and legislative directoriesLocal phone book and legislative directories

Public Information OfficePublic Information Office

► Tools of the Trade:Tools of the Trade: Digital cameraDigital camera A photo-quality laser printer / scannerA photo-quality laser printer / scanner Audio recorder and editing softwareAudio recorder and editing software A library A library Media Directories Media Directories Broadcast fax software Broadcast fax software Desktop publishing software Desktop publishing software Television / video recorder Television / video recorder Video camera / editing softwareVideo camera / editing software Personal Personal

Public Information OfficePublic Information Office

Strategies: What kind will you use?Strategies: What kind will you use?ExamplesExamples

► Dated campaign (30 days, 6 months, 1 year)Dated campaign (30 days, 6 months, 1 year)

► Targeted public campaign (students, adults, educators, Targeted public campaign (students, adults, educators, opinion leaders, media) *General -- too broad!!opinion leaders, media) *General -- too broad!!

► Strengthen internal capacitiesStrengthen internal capacities

► Aggressive / passive / ongoing outreachAggressive / passive / ongoing outreach

► Use sources designed to reach the most peopleUse sources designed to reach the most people

► Limit outreach to free resourcesLimit outreach to free resources

► Train credible spokespersonsTrain credible spokespersons

Public Information OfficePublic Information Office

► News releasesNews releases► Flyers/PostersFlyers/Posters► VideoWeb Site(s)VideoWeb Site(s)► BlogsBlogs► Podcasts/vidcastsPodcasts/vidcasts► List serveList serve► Direct mailDirect mail► NewslettersNewsletters► Media outreachMedia outreach► Online news roomsOnline news rooms► Focus groupsFocus groups► PollsPolls► PhotographyPhotography► Television programsTelevision programs

► Paid media campaigns► Annual reports► E-mail blasts► Speaking engagements► News conferences► Events► Op-Ed pieces / Ed. Letters► Widgets► Community meetings► PSA campaigns► Social media► Others?

Public Information OfficePublic Information Office

►Examples:Examples: White HouseWhite House Sports TeamsSports Teams United NationsUnited Nations BonoBono NCSLNCSL

How to Create an How to Create an Office of Public Office of Public

InformationInformationMeagan DorschMeagan DorschNCSL-DenverNCSL-Denver

(303) 856-1412(303) 856-1412Meagan.dorsch@ncsl.orgMeagan.dorsch@ncsl.org