The document summarizes a case study about raising awareness of an organization with an influential stakeholder group. It discusses researching the stakeholder group, engaging internal stakeholders, and staying committed to the process. Key lessons included doing research, engaging key internal groups, and maintaining focus on sustainability. The presentation was given by Staci West and Vicki Watilo of Pacific Northwest National Laboratory.

1. Case Study: Raising Awareness with
an Influential Stakeholder Group
Project Manager: Staci West , Marketing Communications Manager
Project Team Member: Vicki Watilo, Marketing Communications Manager
National Association of Government Communicators’ 2015 Communications School Program
Memphis, TN
June 4, 2015

2. Today’s topics
The Situation
The Benefits and Lessons
The Process
Do your research
Engage key internal stakeholders
Stay the course

3. PNNL-SA-94291 June 25, 2015 3
National Laboratories
SOLVE NATIONAL CHALLENGES

4. June 25, 2015 4
Eastern Washington
PNNL-SA-94291

5. Introduction

6. It’s All About the Data

7. Target Audience
FULL
PROFESSOR
ROBERT
ASSOCIATE
PROFESSOR
RETHA
ASSISTANT
PROFESSOR
RICK

8. Plan, and Plan Again

9. Align Tactics to Data

10. Align Tactics to Data

11. Align Tactics to Data

12. Change is Good but Not Easy:
Manage Change Deliberatively
VP for HR/
Communications
Manager, Media
& Marketing
Individual
Marketing Staff
Individual Media
Staff

13. The Result is Worth the Change

14. Focus on Sustainability

15. Key takeaways
Do your research
Stay the course
Engage key internal stakeholders

16. Staci West
509-372-6313
staci.west@pnnl.gov
www.linkedin.com/in/staciwest
Thank you!
Vicki Watilo
509-372-4198
vicki@pnnl.gov
www.linkedin.com/in/vickiwatilo