Implementing Strategic Communications Planning in a Large Federal Agency
Notice bibliographique
Résumé
IntroductionHow the world communicates has changed fundamentally since the U.S. Department of Health and Human Services (HHS) Public Affairs Management Manual and its HHS Publications and Clearance process were created in the mid-1980s (ASPA/HHS, 1986). These changes, along with the Department's evolving needs, provided an opportunity for the HHS Office of the Assistant Secretary for Public Affairs (ASPA) to implement a significant innovation in communications process - one that can support better the Department's overall mission.Since 2012, ASPA (with its many HHS communications partners) has been engaged in planning, implementing, evaluating and improving this new process for handling the Department's print and digital communication products, and for integrating it with the Department's activities as a whole. As an official for HHS' National Institutes of Health put it, implementing this innovation is the way we think as well as reshaping a number of long-standing activities.The old process required advance clearance of print/web publications, audiovisual products, communication contracts, and campaigns, using a set of forms well-known within the Department (HHS forms 615, 524 and 524A). The innovation whose implementation is discussed here is called Strategic Communication Planning (SCP). It incorporates wellvalidated principles of strategic planning and communications science (see Weber and Backer, 2012).The process used to implement SCP also is innovative, especially for a Federal agency. It is based in the same science that helped shape SCP. A fundamental principle from this science is that successful change requires an intensive effort over time to involve those who are affected by the change in designing how it is implemented. HHS undertook several previous efforts to update its clearance process. These didn't work well both because they only involved change around the margins (e.g., putting the clearance forms online but not changing their content), and because they didn't engage the HHS component agencies and their leadership. The implementation approaches used with SCP are based in part on earlier work at one of HHS's organizational units (Weber and Backer, 2012).The process of change in Federal agencies too often involves only sending out a memo followed by a very short implementation period. For SCP's implementation there was an intensive effort to involve those affected by it in the design of the change, and this process took place over a two-year period. Moreover, SCP pushes down decision making to lower staff levels wherever possible, again increasing engagement. An unintended consequence of this strategy is a dramatic reduction in the number of products submitted for review.Finally, communication technology recently has revolutionized how government can engage public audiences (service recipients, their parents and family members) and professional audiences (providers, policy makers, payers, educators, researchers, advocates, media). Now, traditional media (broadcast, print and news) and digital media (websites, social media, media monitoring and metrics, mapping, video/multimedia, mobile messaging, and emerging technologies) provide many options for content development, delivery, promotion, audience engagement and evaluation. These changes are part of the context for innovation discussed here.The Challenges of Implementing SCPSince the previous process was in place more than 25 years, implementing the new one meant dealing with some challenges, both technological and human. The technological challenges involved creating a web-based SCP platform HHS staff could employ for recording and using data about print and digital communication products, and the steps by which they are created and disseminated. While this work was complex and took time and resources, the platform now is up and running successfully. Data have been gathered about both the implementation process for this platform and its initial impact on communication products and their use (see below). …
Récupéré en direct depuis OpenAlex et désinversé. Les résumés ne sont pas conservés dans cette base de données : les index inversés représentent 8,6 Go des 9,3 Go de texte de la base, et le serveur dispose de 13 Go libres.
Comment cette classification a été obtenuedéplier
Prédiction machine sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Le volet Gemma est une étiquette directe du modèle pour chaque travail de la base, lue sur la notice réduite au titre. Le volet Codex est un classifieur appris des 10 348 étiquettes directes de Codex et calibré sur les taux pondérés de l'échantillon; les champs sans appui suffisant ne portent aucun appel Codex. Le mode candidate est l'union des deux volets; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont pas des étiquettes humaines.
Scores du classifieur distillé par catégorie (deux têtes)
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,040 | 0,030 |
| Méta-épidémiologie (sens strict) | 0,001 | 0,001 |
| Méta-épidémiologie (sens large) | 0,000 | 0,001 |
| Bibliométrie | 0,003 | 0,003 |
| Études des sciences et des technologies | 0,018 | 0,006 |
| Communication savante | 0,017 | 0,008 |
| Science ouverte | 0,003 | 0,010 |
| Intégrité de la recherche | 0,005 | 0,006 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,016 | 0,004 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule source (Gemma direct ou Codex distillé), pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».