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NAIS Communications Campaign Strategy and TacticsDore Mobley
Animal and Plant Health Inspection Service
ID/INFO Expo--August 23, 2006
2
GOALS AND OBJECTIVES
• Increase registration levels to 550,000 (25 percent) by January 2007
• Complement state and tribal programs
• Help build enhanced capabilities to promote premises registration
– Communications tool kit
– Training
– Aggressive media relations campaign
3
OUTREACH PROGRAM REVIEW
• Initiated qualitative stakeholder analysis in June 2006
• Purpose of Review
– Identify existing tools and strategies
– Identify “best practices” (i.e., what’s working best)
– Identify stakeholders’ awareness, attitudes, and perceptions
4
DATA COLLECTION METHODS
• Telephone interviews
• Online survey
• Communications materials review
• State web sites review
• Focus groups
5
KEY FINDINGS
Stakeholder Perceptions:
• APHIS messaging is inconsistent and incomplete
• Producers are concerned about privacy
• NAIS represents bureaucracy, red tape and increased administrative burdens and cost
• NAIS print material is ineffective
6
KEY FINDINGS (CONT.)
• NAIS Web site is not being used as a destination for information
• Face-to-face contact is highly effective for registering premises
• States are eager to share best practices and other information with each other
7
Media Coverage of NAIS (2004-2006)
0
20
40
60
80
100
120
140
2004 2005 2006 projected
Nu
mb
er o
f ar
ticl
es
Industry New s General New s Major Papers
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MEDIA ANALYSIS (CONT.)
Reasons may include:
Misinformation resulting from the coverage of extreme opposition groups
Shift of focus from animal health to public issues concerning civil liberties and economic costs
Content Analysis
0.1
-0.5
-1.0
-0.5
0.0
0.5
1.0
Jun - July 2005 Mar - Apr 2006
Periods of High Media Coverage
Scor
ing
of P
ositi
ve
and
Nega
tive
Cove
rage
9
BLOG RESEARCH
• Review and analysis of data is ongoing
• Reviewed 93 blogs to identify key themes
• Five major themes were identified
– Administrative burden on producers (40%)
– Every single animal and movement (27%)
– Civil liberties (16%)
– Economic burden on society (10%)
– Compliance fines (7%)
10
RECENT ACCOMPLISHMENTS
• Internal communications working group
– Identify trends, topics and issues of interest
– Develop messages to specific issues
• NAIS Update (bi-monthly newsletter)
• Planned web enhancements underway
• Participated in cooperative premises registration drive at the World Pork Expo
11
Questions?