7. Delivering the Message

Overview

This chapter covers the final communications planning step: delivering the message. There are a variety of ways to get your message to your target audiences – such as briefings, web pages, fact sheets, videos, and emails. Planning for communications delivery involves selecting the delivery techniques that will have the greatest impact and reflect how your target audience prefers to receive information.

Tips for Communications Delivery

There are three important things to keep in mind in planning for communications delivery:

• Communication requires repetition. Marketing psychology expert Jeffrey Lant is quoted for his “Rule of Seven” which says a potential customer must see a message at least seven times within 18 months before they will take an action. While data governance communication is not the same as product marketing, it is a good idea to plan multiple outreach activities for each target audience. DOT employees are busy and receive many emails. They may miss initial communications attempts.
• Communication is not the same as information delivery. As journalist Sydney Harrison put it, “Information is giving out; communication is getting through.” For each communication activity, think about including an opportunity for discussion and feedback. This will allow you to confirm that your message has been received and properly interpreted. It will also identify concerns or issues to be addressed in future communications.
• Use a mix of formal and informal communication methods. While formal communication delivery through newsletters and presentations is necessary, informal communication is essential and should not be neglected. Informal communication strategies leverage existing supervisory and peer networks to help people understand what changes are being made, how it affects them, and why they should take certain actions.

Communications Materials

There are a variety of ways to package your communications messages for delivery. Because it is time consuming to create communications materials and keep them updated, be realistic about what you choose to take on. One way to reduce time requirements is to create some base materials (e.g., a set of fact sheets) and then repurpose the content for delivery in other ways (e.g., presentations or web pages). The following options can be considered:

• Fact Sheets: short (1-2 page) document presenting essential facts about a topic. Example data governance fact sheets are:

• • Data Governance Principles
  • Data Governance Goals
  • Data Governance Glossary
  • Why Data Governance/What’s in it for me?
  • Data Governance Roadmap
  • Data Governance Who’s Who (introduction to data governance leaders/sponsors and data governance bodies)
  • Data Stewardship Roles (overview + one per role)
• Presentation Slides: master slide deck covering the basics of data governance and the specifics of upcoming data governance initiatives – customizable for different situations
• Newsletter Articles: Articles about data governance in employee newsletters
• Web Content: Web content providing information about data governance might cover:
  • Agency data governance contacts
  • Agency data governance principles, goals, plans, roadmaps
  • Agency data governance bodies and role descriptions
  • Agency data governance body meeting agendas and minutes
  • Agency data governance initiatives
  • Data governance process maps (e.g., how to get a new data standard adopted)
  • Data governance glossary
  • Guidance/how-to information
  • Data standards
  • Metadata standards
  • Resources – templates, examples, fact sheets, videos, links to data resources
• Frequently Asked Questions (FAQ) List: Web page or document presenting brief responses to a series of common questions about data governance or a specific data governance initiative
• Videos: short (2-5 minute) videos to provide an overview of the agency’s data governance activities (who/what/why) or to deliver targeted messages about specific initiatives. These can feature testimonials from agency leaders, data/information systems unit managers, and others to provide their perspectives on what is being done and why. Videos can also be used to provide an overview of new tools or resources such as data catalogs, data portals, or data quality management tools.
• TED Talks: A 15-18 minute talk that presents a data governance idea or frames a data governance issue – delivered by an engaging speaker. Effective TED talks involve a concise presentation of what listeners will perceive as a new and interesting idea, supported by visual aids such as images or videos.
• Podcasts: 15-30 minute audio recordings, produced as a series (e.g., monthly) on topics related to data. These can feature conversations between the podcast host (a member of the data governance team) and others in the organization. Topics might include new data sources or products that the agency has purchased or created, metadata standards, data quality, location referencing standards, and discussion of data “do’s and don’ts”.
• Story Maps. A multimedia format used to present information on the web integrating narrative text, images, lists, videos, and other embedded items.

• Talking Points/Scripts. Documents used to ensure consistent messaging about data governance – to be used to guide informal communications activities.
• Engagement Packets. Information packets designed to help coordinating/domain/enterprise data stewards or managers communicate about new roles and responsibilities or specific data governance initiatives.

Communications Delivery Opportunities

Communications messages can be delivered through a variety of channels. It is best to use multiple channels to maximize your reach:

• Email blasts
• In-person or online briefings at regularly scheduled governance group meetings, management team meetings, staff meetings, or user group meetings
• Specially arranged briefings to various groups on data governance topics (such as visits to field offices)
• Lunch and learn sessions
• Webinars
• Special events – such as agency conferences or data summits
• Print or online newsletters - agency-wide, departmental or district newsletters. If sufficient resources are available, a data-specific newsletter could be produced for distribution on a quarterly or monthly basis.
• Posting content to agency internet and/or intranet sites; linking the data governance website to other related websites
• Posting videos to the agency’s YouTube channel
• Training courses (integrating data governance material into IT training or employee onboarding training)

Where possible, tap into existing established communication channels in your agency such as regular group meetings and newsletters. Be proactive about planning and pursuing communications delivery activities, but also be prepared to respond to special requests and other opportunities that arise to get your message out.

Summary

This last element of your data governance communications plan involves creating a set of varied communications materials that capture the messages you want to deliver, and then finding opportunities to get these messages in front of your target audiences. To be effective, communications delivery should involve repetition, feedback opportunities, and a mix of formal and informal activities.

This chapter has identified several types of communications materials that can be created and suggests starting with a base set and then repurposing the content for delivery in other formats. It has also highlighted a variety of opportunities for delivering or presenting communications content.