Decades of experience in publicizing public policies has made Tricom keenly aware that much of the good that government does is lost on the public because it is inadequately marketed. Our firm has succeeded in overcoming this challenge through our unique approach of generating “nationwide” coverage, rather than depending solely on penetrating national media coverage.
Our approach relies on multistate marketing to create awareness that rises to national recognition, as we have with clients such as the National Science Foundation’s Presidential Awards for Excellence in Mathematics and Science Teaching (PAEMST). The “Tricom method” of individualized 50-state releases and aggressive outreach can transform a “quiet client” with little tradition for promotion into a nationally known resource and authority, and can overcome the dearth of media coverage resulting from declining reporting budgets and national desk assignments.
The NSF came to Tricom with the challenge of raising awareness of the PAEMST, looking for a higher profile nationally and in local communities among the public, policymakers, schools, teachers, administrators, principals, superintendents and education organizations, and moving toward the long-term goal of improving the quality and quantity of award nominees for future years. Although the program was reputable and branded by the NSF and the White House, the government wanted less focus on the agencies and more on the actual accomplishments of the teachers.
In an entirely different area of policy, Tricom was hired by the U.S. Commission on Ocean Policy to generate visibility, build constituency support, educate policymakers and create public awareness about ocean policy. The congressionally mandated commission, with members appointed by President Bush, was charged with developing a blueprint for national ocean policy for the 21st century.
As part of the commission’s mandate, Tricom’s team helped to organize and coordinate a series of 16 public meetings and site visits in each coastal region of the country. Tricom developed a comprehensive communications strategy for each meeting that produced extensive local media coverage of the commission’s work and strong attendance and participation by a wide range of local organizations, including interest groups, museums, aquariums, universities, businesses, citizens and government officials.
Tricom’s work culminated with the release of the commission’s report at the National Press Club. Tricom staged the event, including the development of all visuals and backdrops, and we produced a 10-minute video highlighting the key findings and a longer documentary profiling the commission’s complete body of work.
Through aggressive outreach, our firm generated more than 500 international, national and regional print, broadcast and Internet media hits. The media interest prompted congressional hearings and legislative action on Capitol Hill, as well as the development of a U.S. Ocean Action Plan by the White House.
With careful research, analysis and planning, we have championed research findings from the NIH National Reading Panel, spotlighted the National Oceanic and Atmospheric Administration’s Coral Reef Conservation Program and gained widespread attention for the Third International Mathematics and Science Study, the National Education Goals Panel and other commissions and government panels for whom we have worked.
We value these successes not only for the progress they achieved for our clients, but also for the valuable improvements in public policies that are crucial to the nation’s governance and to the goal of a more progressive society that lies at the heart of our passion for government service.