Ocean.US

Achieving the goals of the Integrated Ocean Observing System (IOOS) depends on establishing a system that routinely and continuously provides required data and information in forms and at rates specified by the users. Such an operational system must efficiently link three subsystems for rapid detection and timely predictions of changes in the state of marine systems that are relevant to achieving the seven societal goals of the IOOS. The subsystems are for:

• Observations and data telemetry
• Data management and communications (DMAC)
• Data analysis and modeling

The observing subsystem is the "eyes" and "ears" of the IOOS; DMAC is the primary means of integration; and models are the primary tools of synthesis required for rapid and timely detection and prediction of changes. The term "subsystems" is used here to indicate necessary functions of the IOOS, not to indicate actual organizational entities.

New IOOS Messaging Materials Now Available

Among the challenges we face with IOOS is communicating in simple to understand terms and in ways that convey the critical need for IOOS.  Although IOOS is comprised of many technical elements and diverse partners, it is by design a coherent undertaking that is critical to our national interests.  This message has often been “lost in translation”.

In December 2007, a small working group was formed to develop a communications strategy to better inform stakeholders of the purpose, goals, objectives and impacts of IOOS through the development of unified messages and associated branding.  This working group specifically focused on policy makers, such as Congress and the White House Office of Management and Budget, who exercise great influence over the current and future direction of IOOS.

Over the last six months, representatives from the National Federation of Regional Associations for Coastal and Ocean Observing (NFRA), the National Office for Integrated and Sustained Ocean Observations (Ocean.US), and the National Oceanic and Atmospheric Administration (NOAA) regularly met with professional communicators to begin development of an IOOS “communications toolkit” comprising:

1. High level key and core messages;

 2. “Elevator speech” message construct that can be used to convey the benefits of IOOS (problems IOOS will help solve) and describes what IOOS is;

 3. U.S. IOOS logo re-design (pdf) and standard design template;

4. Detailed supporting document expanding on the IOOS key and core messages;

5. Series of case studies demonstrating specific IOOS societal benefits which can be used to support communication with a range of public and private beneficiaries; and

6. Common set of visuals and multi-media.

We are writing you to share some of the work produced by the working group (items 1-3), and to ask that you consider adopting these messages in your communication materials and in your outreach and advocacy efforts. You will find the key and core messages, “elevator speech” message construct, and other background material in the Users Guide. This work is not intended as a script to be memorized and regurgitated verbatim; they are reference documents. We expect people to use their own words to describe IOOS, depending on their own comfort level. However, we do encourage people to build upon these materials. We also recognize that these are not static documents, and we invite people to provide feedback.

The next step for the working group is to build a web-based repository for this material which permits all to comment and contribute to future development of the communications toolkit. The working group will continue to develop the remaining components of the communications toolkit with input from a wider constituency of stakeholders, with the intention of posting these to the web-based repository for download and use. We will keep you informed of further developments as they occur.

In an era of finite resources and competing priorities, we all must find ways to overcome the challenge of communicating about IOOS. The working group hopes you find these materials helpful in your communication and outreach efforts.

Thank you for efforts in supporting IOOS.

Working Group:

Josie Quintrell, National Federation of Regional Associations
Molly McCammon, National Federation of Regional Associations
Ralph Rayner, Ocean.US
Deanna Eastman, Ocean.US
Timi Vann, NOAA IOOS
Jennie Lyons, NOAA IOOS
Carol Kavanaugh, NOAA, National Ocean Service, Communications Division
Emily Crum, NOAA, National Ocean Service, Communications Division
Gini Kennedy, NOAA National Ocean Service, Communications Division