Effective Communications and Outreach Rod Koon Director, Communications Port of Tacoma AAPA Executive Management Conferenc...
“ The greatest challenge of communication is the illusion that it has been accomplished.” <ul><ul><ul><li>--George Bernard...
In the old days, many  port issues  just impacted  ports .
In the old days, many  port issues  just impacted  ports . Those days are  GONE.
We’ve Got   BIG Issues!
And they are making  BIG  IMPACTS   on our  COMMUNITIES!
9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
In many cases,  effective communications  is really  effective  issue management .
Communications is not a product. Communications is a process.
Communications is not a product. Communications is a  process.
A Short Communications Quiz…
1. I would rather: <ul><li>a. be interviewed by a TV reporter for the 6 o’clock news, or </li></ul><ul><li>b. have a root ...
2. Overall, I think our Port’s communications outreach efforts are: <ul><li>a. Not very effective </li></ul><ul><li>b. Som...
3. Senior management at my port considers “Port Communications”: <ul><li>a. a high priority item </li></ul><ul><li>b. a lo...
4. TRUE or FALSE: <ul><li>Our port visits local editorial boards at least once a year. </li></ul>
5. TRUE or FALSE <ul><li>  Our port has an active  public speakers program. </li></ul>
6.  TRUE or FALSE <ul><li>Our port has a person or department devoted to community relations </li></ul>
7. How many people in your port work in communications, public relations, and community outreach? <ul><li>a. One to four <...
ALL  of your port employees work in  communications,  public relations  and community outreach.
Ten Keys to  Effective Communications
Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audience. </li></...
Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Mes...
Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Mes...
Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Mes...
Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Mes...
Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><...
Ports: The Myth
Ports: The Reality
Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><...
8.4 million American jobs. $2 trillion in economic output.
If your port is an economic engine…
..who are the  pistons?
Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><...
Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><...
Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><...
If your only tool is a hammer… then every problem is a nail.
If your only tool is a hammer… then every problem is a nail.
 
9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
The Media is  Not  the Only Way to Get Your Key Messages Out.
What are  YOUR   key messages  to your community?
Communications Matrix Messages
Communications Matrix <ul><li>Messages </li></ul><ul><li>Jobs </li></ul><ul><li>Economic </li></ul><ul><li>development </l...
Communications Matrix Audiences <ul><li>Messages </li></ul><ul><li>Jobs </li></ul><ul><li>Economic </li></ul><ul><li>devel...
Communications Matrix <ul><li>Audiences </li></ul><ul><li>Elected officials </li></ul><ul><li>Community </li></ul><ul><li>...
Communications Matrix Methods <ul><li>Audiences </li></ul><ul><li>Elected officials </li></ul><ul><li>Community </li></ul>...
Communications Matrix <ul><li>Methods </li></ul><ul><li>Port magazine </li></ul><ul><li>Website </li></ul><ul><li>Communit...
1. Annual Report
 
2. Community Newsletter
 
3. Quarterly Magazine
 
What did your port do about DP WORLD?
4. Supply chain security poster
 
5. Port TV Show
 
6. Kaiser Special Event
KAISER ALUMINUM:  Aluminum production in THE tacoma TIDEFLATS Historical photos of Kaiser are courtesy of the Tacoma Publi...
1956 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
1967 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
1967 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
1968 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
Options <ul><li>Blow it up “secretly” in the dead of night? </li></ul><ul><li>Make it a big public event? </li></ul>
<ul><li>Community Celebration Event </li></ul><ul><li>Key Messages </li></ul><ul><li>Continued economic transformation  </...
 
 
 
More than  500 people  entered a drawing to  push the symbolic plunger that brought the stack down.
How important do you think effective communications is to the overall success of your port?
How important do you think effective communications is to the overall success of your port? 100 percent said: VERY IMPORTANT
What You Can Do… <ul><li>Be an advocate for effective communications at your port </li></ul><ul><li>Get your port involved...
What You Can Do… <ul><li>Be an advocate for effective communications at your port </li></ul><ul><li>Get your port involved...
What You Can Do… <ul><li>Be an advocate for effective communications at your port </li></ul><ul><li>Get your port involved...
And now for a brief commercial…
July 3 to 7, 2008 TALL SHIPS  FESTIVAL TACOMA
 
Ancora Imparo
I Am Still Learning
Communications: What  Works Well  at Your Port? Group Discussion Question One
Communications: What  Could Work Better  at Your Port? Group Discussion Question Two
Communications: What is Your Port’s  MOST IMPORTANT Issue? Group Discussion Question Three
Communications: Do You Have an  Effective Communications   Plan  in Place to Help Your Port Succeed on that Issue?   Group...
Communications: How is  Technology  Changing Your Communications Efforts? Group Discussion Question Five
 
Effective Communications and Outreach Rod Koon Director, Communications Port of Tacoma AAPA Executive Management Conferenc...
Feedback Time: Rate this presentation <ul><li>Business card </li></ul><ul><li>Rating on a scale of 1 to 5 </li></ul><ul><u...
 
[email_address] 253-383-9462 Rod Koon Director of Communications Port of Tacoma Questions? Comments?  Please Contact:
 
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Effective Communications and Outreach

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While no two ports are exactly alike, they share much in common in terms of the communications challenges they face.

This presentation highlights some keys for meeting those challenges more effectively.

I presented it to the Executive Management Conference of the American Association of Port Authorities in Silverado, California in May 2008.

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Effective Communications and Outreach

  1. 1. Effective Communications and Outreach Rod Koon Director, Communications Port of Tacoma AAPA Executive Management Conference Silverado, California May 8, 2008
  2. 2. “ The greatest challenge of communication is the illusion that it has been accomplished.” <ul><ul><ul><li>--George Bernard Shaw </li></ul></ul></ul>
  3. 3. In the old days, many port issues just impacted ports .
  4. 4. In the old days, many port issues just impacted ports . Those days are GONE.
  5. 5. We’ve Got BIG Issues!
  6. 6. And they are making BIG IMPACTS on our COMMUNITIES!
  7. 7. 9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
  8. 8. 9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
  9. 9. 9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
  10. 10. 9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
  11. 11. 9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
  12. 12. In many cases, effective communications is really effective issue management .
  13. 13. Communications is not a product. Communications is a process.
  14. 14. Communications is not a product. Communications is a process.
  15. 15. A Short Communications Quiz…
  16. 16. 1. I would rather: <ul><li>a. be interviewed by a TV reporter for the 6 o’clock news, or </li></ul><ul><li>b. have a root canal </li></ul>
  17. 17. 2. Overall, I think our Port’s communications outreach efforts are: <ul><li>a. Not very effective </li></ul><ul><li>b. Somewhat effective </li></ul><ul><li>c. Very effective </li></ul>
  18. 18. 3. Senior management at my port considers “Port Communications”: <ul><li>a. a high priority item </li></ul><ul><li>b. a low priority item </li></ul><ul><li>c. an oxymoron </li></ul>
  19. 19. 4. TRUE or FALSE: <ul><li>Our port visits local editorial boards at least once a year. </li></ul>
  20. 20. 5. TRUE or FALSE <ul><li> Our port has an active public speakers program. </li></ul>
  21. 21. 6. TRUE or FALSE <ul><li>Our port has a person or department devoted to community relations </li></ul>
  22. 22. 7. How many people in your port work in communications, public relations, and community outreach? <ul><li>a. One to four </li></ul><ul><li>b. Five to seven </li></ul><ul><li>c. Eight to ten </li></ul>
  23. 23. ALL of your port employees work in communications, public relations and community outreach.
  24. 24. Ten Keys to Effective Communications
  25. 25. Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audience. </li></ul><ul><li>Commit the Resources. </li></ul><ul><li>Create Clear Responsibility. </li></ul><ul><li>Build the Right Team. </li></ul>
  26. 26. Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Messages. </li></ul><ul><li>Commit the Resources. </li></ul><ul><li>Create Clear Responsibility. </li></ul><ul><li>Build the Right Team. </li></ul>
  27. 27. Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Messages. </li></ul><ul><li>Commit the Resources. </li></ul><ul><li>Create Clear Responsibility. </li></ul><ul><li>Build the Right Team. </li></ul>
  28. 28. Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Messages. </li></ul><ul><li>Commit the Resources. </li></ul><ul><li>Create Clear Responsibility. </li></ul><ul><li>Build the Right Team. </li></ul>
  29. 29. Ten Keys to Effective Communications <ul><li>Set Clear and Measurable Goals. </li></ul><ul><li>Know Your Audiences and Messages. </li></ul><ul><li>Commit the Resources. </li></ul><ul><li>Create Clear Responsibility. </li></ul><ul><li>Build the Right Team. </li></ul>
  30. 30. Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>Get Creative. </li></ul><ul><li>Make it Real. </li></ul><ul><li>Have Others Help Deliver Your Message. </li></ul><ul><li>Make it User Friendly. </li></ul><ul><li>Thrive on Feedback. </li></ul>
  31. 31. Ports: The Myth
  32. 32. Ports: The Reality
  33. 33. Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>Get Creative. </li></ul><ul><li>Make it Real. </li></ul><ul><li>Have Others Help Deliver Your Message. </li></ul><ul><li>Make it User Friendly. </li></ul><ul><li>Thrive on Feedback. </li></ul>
  34. 34. 8.4 million American jobs. $2 trillion in economic output.
  35. 35. If your port is an economic engine…
  36. 36. ..who are the pistons?
  37. 37. Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>Get Creative. </li></ul><ul><li>Make it Real. </li></ul><ul><li>Have Others Help Deliver Your Message. </li></ul><ul><li>Make it User Friendly. </li></ul><ul><li>Thrive on Feedback. </li></ul>
  38. 38. Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>Get Creative. </li></ul><ul><li>Make it Real. </li></ul><ul><li>Have Others Help Deliver Your Message. </li></ul><ul><li>Make it User Friendly. </li></ul><ul><li>Thrive on Feedback. </li></ul>
  39. 39. Ten Keys to Effective Communications <ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>X </li></ul><ul><li>Get Creative. </li></ul><ul><li>Make it Real. </li></ul><ul><li>Have Others Help Deliver Your Message. </li></ul><ul><li>Make it User Friendly. </li></ul><ul><li>Get Feedback. </li></ul>
  40. 40. If your only tool is a hammer… then every problem is a nail.
  41. 41. If your only tool is a hammer… then every problem is a nail.
  42. 43. 9/11 Toxic Toys from China Ports and Air Pollution DP World Global Warming
  43. 44. The Media is Not the Only Way to Get Your Key Messages Out.
  44. 45. What are YOUR key messages to your community?
  45. 46. Communications Matrix Messages
  46. 47. Communications Matrix <ul><li>Messages </li></ul><ul><li>Jobs </li></ul><ul><li>Economic </li></ul><ul><li>development </li></ul><ul><li>Business </li></ul><ul><li>Opportunity </li></ul><ul><li>History </li></ul><ul><li>Environment </li></ul>
  47. 48. Communications Matrix Audiences <ul><li>Messages </li></ul><ul><li>Jobs </li></ul><ul><li>Economic </li></ul><ul><li>development </li></ul><ul><li>Business </li></ul><ul><li>Opportunity </li></ul><ul><li>History </li></ul><ul><li>Environment </li></ul>
  48. 49. Communications Matrix <ul><li>Audiences </li></ul><ul><li>Elected officials </li></ul><ul><li>Community </li></ul><ul><li>leaders </li></ul><ul><li>Customers </li></ul><ul><li>Civic groups </li></ul><ul><li>Schools </li></ul><ul><li>Environmental </li></ul><ul><li>groups </li></ul><ul><li>Messages </li></ul><ul><li>Jobs </li></ul><ul><li>Economic </li></ul><ul><li>development </li></ul><ul><li>Business </li></ul><ul><li>Opportunity </li></ul><ul><li>History </li></ul><ul><li>Environment </li></ul>
  49. 50. Communications Matrix Methods <ul><li>Audiences </li></ul><ul><li>Elected officials </li></ul><ul><li>Community </li></ul><ul><li>leaders </li></ul><ul><li>Customers </li></ul><ul><li>Civic groups </li></ul><ul><li>Schools </li></ul><ul><li>Environmental </li></ul><ul><li>groups </li></ul><ul><li>Messages </li></ul><ul><li>Jobs </li></ul><ul><li>Economic </li></ul><ul><li>development </li></ul><ul><li>Business </li></ul><ul><li>Opportunity </li></ul><ul><li>History </li></ul><ul><li>Environment </li></ul>
  50. 51. Communications Matrix <ul><li>Methods </li></ul><ul><li>Port magazine </li></ul><ul><li>Website </li></ul><ul><li>Community </li></ul><ul><li>newsletter </li></ul><ul><li>Speakers </li></ul><ul><li>program </li></ul><ul><li>Free boat tours </li></ul><ul><li>Port open house </li></ul><ul><li>Audiences </li></ul><ul><li>Elected officials </li></ul><ul><li>Community </li></ul><ul><li>leaders </li></ul><ul><li>Customers </li></ul><ul><li>Civic groups </li></ul><ul><li>Schools </li></ul><ul><li>Environmental </li></ul><ul><li>groups </li></ul><ul><li>Messages </li></ul><ul><li>Jobs </li></ul><ul><li>Economic </li></ul><ul><li>development </li></ul><ul><li>Business </li></ul><ul><li>Opportunity </li></ul><ul><li>History </li></ul><ul><li>Environment </li></ul>
  51. 52. 1. Annual Report
  52. 54. 2. Community Newsletter
  53. 56. 3. Quarterly Magazine
  54. 58. What did your port do about DP WORLD?
  55. 59. 4. Supply chain security poster
  56. 61. 5. Port TV Show
  57. 63. 6. Kaiser Special Event
  58. 64. KAISER ALUMINUM: Aluminum production in THE tacoma TIDEFLATS Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
  59. 65. 1956 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
  60. 66. 1967 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
  61. 67. 1967 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
  62. 68. 1968 Historical photos of Kaiser are courtesy of the Tacoma Public Library Photography Archive
  63. 69. Options <ul><li>Blow it up “secretly” in the dead of night? </li></ul><ul><li>Make it a big public event? </li></ul>
  64. 70. <ul><li>Community Celebration Event </li></ul><ul><li>Key Messages </li></ul><ul><li>Continued economic transformation </li></ul><ul><li>Port’s environmental stewardship </li></ul><ul><li>Region’s continued development, and job creation </li></ul><ul><li>Background on the facility’s history in Tacoma </li></ul>Kaiser Special Event
  65. 74. More than 500 people entered a drawing to push the symbolic plunger that brought the stack down.
  66. 75. How important do you think effective communications is to the overall success of your port?
  67. 76. How important do you think effective communications is to the overall success of your port? 100 percent said: VERY IMPORTANT
  68. 77. What You Can Do… <ul><li>Be an advocate for effective communications at your port </li></ul><ul><li>Get your port involved in AAPA’s PR Committee (meeting in Corpus Christi June 11-13) </li></ul><ul><li>Go home and hug your communications staff </li></ul>
  69. 78. What You Can Do… <ul><li>Be an advocate for effective communications at your port </li></ul><ul><li>Get your port involved in AAPA’s PR Committee (meeting in Corpus Christi June 11-13, 2008) </li></ul><ul><li>Go home and hug your communications staff </li></ul>
  70. 79. What You Can Do… <ul><li>Be an advocate for effective communications at your port </li></ul><ul><li>Get your port involved in AAPA’s PR Committee (meeting in Corpus Christi June 11-13, 2008) </li></ul><ul><li>Go home and hug your communications staff </li></ul>
  71. 80. And now for a brief commercial…
  72. 81. July 3 to 7, 2008 TALL SHIPS FESTIVAL TACOMA
  73. 83. Ancora Imparo
  74. 84. I Am Still Learning
  75. 85. Communications: What Works Well at Your Port? Group Discussion Question One
  76. 86. Communications: What Could Work Better at Your Port? Group Discussion Question Two
  77. 87. Communications: What is Your Port’s MOST IMPORTANT Issue? Group Discussion Question Three
  78. 88. Communications: Do You Have an Effective Communications Plan in Place to Help Your Port Succeed on that Issue? Group Discussion Question Four
  79. 89. Communications: How is Technology Changing Your Communications Efforts? Group Discussion Question Five
  80. 91. Effective Communications and Outreach Rod Koon Director, Communications Port of Tacoma AAPA Executive Management Conference Silverado, California May 8, 2008
  81. 92. Feedback Time: Rate this presentation <ul><li>Business card </li></ul><ul><li>Rating on a scale of 1 to 5 </li></ul><ul><ul><li>1—I wish I had golfed instead </li></ul></ul><ul><ul><li>3—Fairly worthwhile </li></ul></ul><ul><ul><li>5—Very worthwhile </li></ul></ul><ul><li>Special BONUS prize…. </li></ul>
  82. 94. [email_address] 253-383-9462 Rod Koon Director of Communications Port of Tacoma Questions? Comments? Please Contact:

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