united Stolen
Environmental Protection
Agency
Communications, Education,
And Public Affairs
(A-107)
1 ,i-K-9^-CC2
January 1992
EPA Spreading The Word
A Guide To
OCEPA Services
MULTI-MEDIA
SERVL/|C£S
RELATIONS
EDITORIAL
SERVICES
ENVIRONMENTAL
COMMUNICATIONS
ACTIVITIE S
-------
Spreading the Word
A GUIDE TO OCEPA SERVICES
Why This Guide?
O To help you "get the word out" to your audiences: Communication is vital to
EPA's mission
@ To describe the services of EPA's Office of Communications, Education,
and Public Affairs
© To list and explain effective communications tools you can use
O To provide contact points for coordinating major Agency
communications efforts
Did You Know...
*• Proper timing can help
attract the attention of
an important reporter or
news outlet to your
activities?
«•• There is an EPA service
to get your news stories
to radio stations?
*• There are video products
and services at EPA that
enhance your chances of
getting news about your
good work on television?
Someone at EPA can
help you anticipate
what business and
environmental groups
will think and say about
your next regulatory
decision?
Computer software is
available that can help
you write your
publications to match
the reading and interest
level of your intended
audience?
There are ways to write
letters-to-the-editor or
opinion articles so they
have a better chance of
getting printed?
EPA has an
Environmental
Education Division that
can help you
communicate with
students and educators?
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Contents
Why Should You Care
About Communications?
When to Use OCEPA 3
Communications Planning 4
Public Liaison 6
Press Relations 8
Editorial Services 12
Multi-Media Services 16
Environmental Education 2O
Xhe Regions: A Vital Partnership 22
Any Problems? 25
A Few Thoughts on Public Communications 26
Appendix: Distributing Your Product 28
Spreading The Word 1
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Why Should You Care
About Communications?
ALTHOUGH EPA is a regulatory agency, the
scope of environmental concerns is such
that public support and participation are
essential. People outside the Agency ,
need to know what we are planning and doing
and what they can do to help the environment.
Thus public information and education are vital to
EPA's mission.
HOW OCEPA CAN HELP YOU
COMMUNICATE YOUR
MESSAGE
THE OFFICE OF COMMUNICATIONS, EDUCATION,
AND PUBLIC AFFAIRS, part of the Office of the
Administrator, is the primary public liaison unit
for the Administrator and the Agency. The
"public" includes the news media, industry,
environmental and civic organizations, educators,
all other groups with a special interest in the
environment, and the general population.
OCEPA's role is to guide, support and
coordinate Agency communications, both within
EPA and with much of the outside world; and to
help other EPA offices (YOUR office) do the
same thing. This is a symbiotic relationship: your
office does good work; OCEPA helps you get your
message out to many audiences.
PUTTING OCEPA'S KNOWLEDGE
TO WORK
Through training and experience, OCEPA's staff
knows the content, style and timing of the
information needed to serve the Agency's
many constituencies. When you explain to
OCEPA staffers what actions you're planning to
take, they put themselves in the shoes of the
audiences. They try to understand WHAT
information is needed and HOW it needs to be
presented and delivered for greatest impact.
Together, you and OCEPA create the right message
and the most effective products.
PLANNING AN INFORMATION
PROGRAM
Begin planning any information program by
addressing some basic questions. The answers
should help you and OCEPA determine what
needs to be done.
O What is your goal?
© Who is your audience?
© What do you want people to know?
O How well does your audience understand the
issue?
@ What approaches and products will reach them
most effectively?
© How are you going to organize your resources
to most efficiently achieve your goals?
O Do you have management's commitment for
your idea or effort?
This Guide and your contacts with OCEPA
staffers should help you answer these questions.
The Guide will be updated periodically; please
notify the Editorial Services Division (260-4359)
of any changes that should be reflected in the
Guide or in our mailing lists.
2 Spreading The Word
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WHEN TO USE OCEPA
EARLY! It takes time to plan and coordinate
outreach efforts and to produce new products.
Alerting OCEPA when you are first considering
or planning an action will help ensure that
you'll get the best possible service. It also could
save you time, effort and even money.
The sooner you let us know, the more effective
your communications efforts will be.
HOW TO FIND YOUR WAY THROUGH OCEPA
Let's say you have a regulation to propose, a policy decision to announce, an idea for a
publication, or some other need to communicate with a segment of the public. You have
several options; some are better than otliers, some fit personal styles better than others, some
are affected by whom you are used to dealing with. Here's a path you can follow that will save
you effort and get results:
Your Program's or Region's
Communications Contact
Your OCEPA
Communications
Planner
c
a
I
M
79
m
1
I
n
•
3V
0
Following are brief descriptions of each of these offices, along with tips
for taking advantage of their services.
Spreading The Word 3
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Communications Planning
MULTI-MEDIA
SERV
EDITORIAL
SERVICES
ENVIRONMENTAL
COMMUNICATIONS
ACTIVITIE S
^T^|HE COMMUNICATIONS PLANNING DIVISION
• is a focal point for EPA communications. It
I links the Administrator's office, the
JL. Associate Administrator for OCEPA, and
the rest of the Agency.
The Division is responsible for tracking and
coordinating all major communications issues in die
Agency and reviewing as well as coordinating the
review by odier outreach experts of EPA products
intended for the public The Division works closely
with you to coordinate these product reviews and
develop communications plans for regulatory
actions, policy decisions, and other outreach
campaigns. It helps enlist the involvement of the
Administrator's staff and other Agency offices in
your actions. The communications planners are
communication experts, and diey are very familiar
widi their assigned programs; that's why they can
provide expertise for your outreach activities.
The Division's Special Projects Section handles
short-term (emergency, one-time, or sporadic) and
non-traditional assignments, or ones diat cross
OCEPA division lines. The Division Director may
assign one or more staffers to a project and may ask
for die help and expertise of other OCEPA divisions
to complete a major project.
HOW IT WORKS
A member of die Communications Planning
Division is assigned to your Program to work with
your AA/RA's communications contact. Any time
you need help widi communications and outreach,
you should contact your AA/RA's communications
contact or your assigned communications planner.
You should know diat the Administrator expects
Programs to develop draft communication plans
(widi only a few exceptions) well in advance of the
anticipated action.
HOW TO USE IT
Your AA/RA's communications contact or the
Communications Planning Division can provide you
widi complete written guidance and a model
communications plan that shows you exactly how
and when to outline your program's suggestions for
communications and outreach activities on any
given action. (See Communications Planning Tools,
PageS.)
Share your draft plan ASAP widi your planner,
discussing what communications actions (for
example, on a proposed regulation) are to be taken.
Your planner will take the draft plan to the various
OCEPA divisions and other outreach experts and
get professional advice on your planned activities.
4 Spreading The Word
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The planner will then get back to you with
OCEPA's recommendations. You can receive further
detailed guidance and services eidier through the
planner or directly from individual OCEPA
divisions. (See the flow chart on Page 3.).
Remember also that the Administrator has
directed that all public-oriented products, including
publications and videos, must be brought to the
attention of OCEPA at the concept stage, and
reviewed by the Agency's outreach experts in the final
draft stage. This is necessary to avoid problems such
as duplication of effort and policy inconsistencies
that have occurred in the past. A handbook on how
to participate in this EPA-wide product notification
and review process is available from your AA/RA's
communications contact or your assigned OCEPA
communications planner. (See Communications
Planning Tools, next column.)
COMMUNICATIONS PLANNING TOOLS
Communications Plans and Guidance This document
describes EPA's standard approach to developing
communications plans for regulatory actions, policy decisions,
or any other ma'jor Agency initiative. It provides a blank
form, a filled- out sample, and detailed guidance on when
and how to develop these plans.
Developing Products for the Public: A Handbook
for EPA Communicators EPA requires that the Office of
Communications, Education, and Public Affairs be notified at
the concept stage of all new products being developed for
distribution to major segments of the public, and that such
products also be reviewed in final draft form. Developing
Products (or the Public provides detailed guidance on the
notification and review process specifically and on how to
develop products for the public in general. Every EPA
Communicator should have a copy of this handbook.
THE COMMUNICATIONS PLANNERS
Helga Butler, Director
260-1132 W313-B
Kathleen Daniel
Caren Ewing
Ruth Robenolt
Robin Woods
SPECIAL PROJECTS STAFF
Regina Langton
Mary Mclnnis
Assignment Area(s)
OAR, OIA
Doris Fairley, Staff Assistant
260-5590 W311-A
Phone
Environmental Education, OPPE,
OARM, ORD, OGC, OA, OW
OPTS, OE
OSWER
260-5965
260-2556
260-1380
260-4377
260-8569
260-4361
Room
W313-A
W313-A
W311-A
W309-G
W335-A
W313-D
Spreading The Word 5
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Public Liaison
Friends
Of
Wef lands
THE PUBUC LIAISON DIVISION (formerly
the External Relations Division) is EPA's
principal link with the policy-making
levels of external constituency groups.
These include industry, trade associations, labor
and environmental organizations, professional and
academic societies, and civic and consumer groups.
The Division maintains two-way
communications with these outside groups,
ensuring that EPA officials are made aware of
their views and that the constituency groups in
turn are informed of the full range of
environmental issues affecting them and, where
appropriate, informed of the opportunity to
participate in the Agency's decision-making
process. This Division also coordinates and helps
carry out the Administrator's high-priority public
liaison activities.
6 Spreading The Word
HOW IT WORKS
Public Liaison Division staffers are in constant
contact with external groups, fielding questions and
exchanging information by phone, personal
contact and formal briefings. The Division also
produces a weekly newsletter, EPA Activities
Update, summarizing the Agency's major actions
for external constituencies.
Public Liaison can identify private sector
opinion leaders; tell you which issues are
important to which groups and where the groups
position themselves on policy issues; and provide
details on a group's recent contacts with the
Agency and samples of its publications. The
Division can help you arrange for consultation
with constituency groups, so you can inform them
of your plans and obtain their reactions and
suggestions. In addition, it can provide guidance
on and assistance in developing Agency
partnerships with external constituent groups.
-------
Each Division staffer serves as a link to one or
more constituencies and is also liaison to one or
more EPA program offices.
HOW TO USE IT
To ensure the greatest success for your efforts, find
out early in the process what various constituency
groups know, what they think, and what they're
doing. Contact the public liaison staffer assigned
to your office when you're developing projects of
interest to external groups. Invite the staffer to
relevant Program meetings and ask for help in
identifying and reaching the right audiences. Get
Public Liaison to help you arrange meetings with
appropriate group representatives throughout the
process of developing new regulations and
policies. Doing so will almost always improve your
final product, and it will reduce the likelihood of
adverse reactions and negative confrontations
down the road.
PUBLIC LIAISON DIVISION STAFF
Carol Singer
Amy Dewey
Mark Goldman
Harold Hammock
Elaine Koerner
Doretta Mitchum
Mary Popkin
Michael Scott
Sandro Young
Peggy Knight, Director
260-4459 W311-C
Assignment Area(s)
OlAI White House & CEQ Liaison, Coalitions,
Multi-Program Issues, Special Projects
OWI Business & Trade Associations
OSWERl Professional Societies, Housing and
Financial Industry
Update Requests
OGC, OARM, SAB, ORD, IG, OEf
Environmental & Citizen Groups
Update, Briefing Logistics, Environmental Equity
OPPE, Asbestos/ Labor Organizations,
Academic Groups, Educational Institutions
OPTS/ Agriculture-related and Recreation/
Tourism Industries
OAR/ Civic & Consumer Groups
Phone
Room
260-6244 W303-A
260-1031 W303-B
260-4454 W303-B
260-4454 W303-D
260-2623 W303-C
260-3534 W303-C
260-4454 W313-A
260-5982 W335-A
260-2538 W303-A
Spreading The Word 7
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Press Relations
THE PRESS RELATIONS DIVISION
carries out EPA's liaison with the
news media. Along with Dave
Cohen, Special Assistant to the
Administrator for
Communications, the Division's «
managers and press officers x1
speak for the Agency to the
press. The Division provides
products, such as press releases, news
advisories, and (working with the
Multi-Media Services Division),
radio "actualities" (audio press
releases). It creates press
opportunities, including formal and
informal press conferences and one-
on-one interviews. And it offers
guidance to Agency officials and
staff on prospective and actual news
media interest in environmental
issues and Agency actions.
Whenever your Program plans
an action that the public or
8 Spreading The Word
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readers of trade publications might need to know
about, the Press Relations Division will provide, or
advise you about, the best language and approach to
use. It also will determine when and how the
announcement can best be made so that it has the
best chance of getting the attention of busy
journalists.
HOW IT WORKS
Press officers and Press Relations Division managers
generate news media interest in EPA actions. They
make phone calls, write press releases, invite
reporters to press conferences and briefings, and
arrange interviews between Agency personnel and
members of the news media.
Like communications planners and public liaison
officers, each press officer has a Program "beat"
(Toxics, Water, RCRA, etc). Press officers respond
to the continuous flow of reporters' inquiries and,
when necessary, enlist the added expertise of
Program specialists to fully answer reporters'
questions.
When serious errors of fact or interpretation appear
in the print media, the Division may write - or help
the appropriate Program write - a letter to the
editor correcting the error. The Division also
distributes speeches, reports and other Agency
materials to the news media.
HOW TO USE IT
Alert the Press Relations Division, through your
communications planner or directly, as early as
possible about upcoming actions that could interest
the news media. Channel all outreach to the media
through the Press Relations Division and alert the
Division about media inquiries. This will keep the
entire Agency and the Administrator informed and
help ensure that statements to the press are consistent
with Agency policy.
Spreading The Word 9
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Press Relations
PRESS TOOLS
Press Release A written announcement covering
the basic "who, what, where, when and how" of a^
major speech, regulation, policy or event. The release
may include substantial background information and
usually is distributed on the day of the event.
Press Advisory A weekly listing of more modest
Agency activities that are likely to be of interest
primarily to specalized news organizations, such as
trade publications. Advisory items normally do not
include quotes from EPA officials, but they may carry a
Program contact name and number as well as the
name of the responsible press officer.
Note to Correspondents An alert to the news
media about an item of slightly less impact than would
be covered by a press release. A note to
correspondents usually is briefer and contains less
detail than a press release.
Press Conference A large press event scheduled to
announce a major EPA decision. Press conferences
are expected to generate significant media interest,
and the room is set up to accommodate TV cameras.
The principle speaker at a press conference presents
the EPA decision in a formal statement followed by a
question-and-answer session.
Press Briefing Slightly more low-key than a press
conference, this type of news announcement generally
does not include on-site TV coverage. Agency officials
may accept requests for TV interviews following the
event. Reporters attend by invitation.
Press Availability One step down from a briefing,
this may not involve any specific announcement, but
may merely be a format for making an EPA official
available for a wide range of questions from invited
reporters.
Press Packet A package of materials distributed at
or after a news event, usually containing a press
release and general or specific additional written and
visual materials (fact sheets, charts, photographs,
technical data).
Op-ed Opinion articles printed on the page
opposite a newspaper's editorial page. Such pages
typically include regular columns and "guest" articles
written by public officials and other commentators.
Length and style requirements vary among
newspapers, but successful op-ed articles usually are
not broad-based "puff" pieces. Editors are interested in
concise expressions of opinion that present new,
controversial, interesting, and important messages and
information.
Letters to the Editor A means of correcting errors
of commission or omission in a publication's news or
opinion sections. They are most successful when brief
and when they address a particular point (rifles work
better than shotguns). They must be submitted very
soon after publication of the item they seek to correct.
Majors The most widely-read and influential general
news publications and outlets (The New York Times,
The Washington Post, the national news magazines,
the major TV networks).
Trades Publications dedicated to a narrow field of
interest such as oil production, sewage treatment, or
farming.
10 Spreading The Word
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1 PRESS RELATIONS DIVISION STAFF , 1
•^•^^•i^^^^HMH^^HMl^B^M^^^^HHHB^^^H^HHMi^^^^^^HHI^^^^^BBM^^^^^Mi^^H^H^M^^H^HB^H^^H^^^BMi^^B^^BBB^^^^^^mMH^^H^HMB^^H^^^^^^^^^^^HH^^MHM^^^^^^B^^^^H^^B
John Kasper, Director Nanci Martin, Acting Deputy Director
260-5589 W311-B 260-4366 W311-B
Gwen Brown
Wendy Butler
Martha Casey
Al Heier
Luke Hester
Sean McElheny
Lauren Milone
Dave Ryan
Robin Woods
Assignment Area(s)
OTS
OPTS, OARM, OSWER (Superfund)
OAR (Mobile Sources, Radon)
OPP
OlA, OPPE
OW
ORD, UST, Editorial Response,
Regional Liaison -
OAR (Stationary Sources)
OSWER (RCRA)
Phone
260-1384
260-4376
260-4378
260-4374
260-1383
260-1387
260-4358
260-2981
260-4377
Room
W313-C
W313-C
W309-G
W309-F
W307-E
W313-F
W313-A
W313-E
W309-G
CLIPPING SERVICE STAFF
Janice Sinclair
Brigitte Alexandres
Tom Ray
Chief
260-7212
260-8410
260-7212
NEG070
NEG070
NEG070
Spreading The Word 11
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Editorial Services
THE EDITORIAL SERVICES DIVISION (formerly
the Publications Division) helps
communicate EPA's message through the
written word and the printed image. The
Division produces and distributes EPA's award-
winning magazine, EPA Journal, to internal and
external audiences. Beginning in 1992, it will
publish an internal newsletter, tentatively titled EPA
InSight, for all Agency employees. In addition, the
Division helps other units of the Agency in writing,
editing, designing, and illustrating pamphlets,
booklets, reports, and periodicals such as newsletters.
It also produces a variety of general-interest
publications with the aid of Program and Regional
offices, and it develops and enforces Agency-wide
publications standards.
By acting as a central clearinghouse for
publications, die Editorial Services Division tries to
avoid duplication and inconsistency among editorial
products developed by various EPA offices. It also
helps ensure that the Agency's publications
accurately reflect Agency policy and meet all federal
rules for publishing. The Division has been working
with die Office of Administration and Resources
Management to create a computerized publications
tracking and inventory system. This system will
make up-to-date information on EPA publications,
audio-visual products, and electronic information
sources available to everyone in the Agency and to
outside audiences. In the future, die Division plans
to publish a periodic catalog of all major EPA
publications and odier information sources.
Finally, the Division provides photographic
support for significant Agency activities. This
includes providing guidance on die use of
photographs in Agency documents, displays, and
briefing materials.
HOW IT WORKS
Editorial Services works closely with EPA offices
that want to disseminate information dirough
publications or other editorial products. It provides
guidance on writing, designing, illustrating, paying
for, and distributing published materials and other
methods of distributing information such as
electronic media. It also can provide advice on a
variety of technical matters, including advanced
desktop publishing, computer graphics, and new
electronic information storage and distribution
technologies. The Division's goal is to help you
create editorial products that effectively
communicate with your audiences, and to help
ensure that they actually reach diose audiences.
12 Spreading The Word
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It's no secret that writing for a general audience is
very different from writing for experts. To help make
sure that EPA publications are written with the
audience in mind, the Editorial Services Division
uses several computer programs to check documents
against generally accepted guidelines for good
writing. When you submit a draft of your document
for editorial review, the Division runs it through
these programs, checking for correct grammar and
syntax and comparing its writing style with existing
EPA publications that have been successful in
reaching similar audiences. The Division will quickly
produce a report, complete with charts and graphs,
showing how your document stacks up against
examples of effective EPA writing. The report also
will make specific suggestions for improving the
document's readability, clarity, and effectiveness.
(The best way to take advantage of this service is to
submit publications for early editorial review on E-
Mail or on an IBM-compatible, computer disk.)
HOW TO USE IT
Whenever you think the public or some specific
audience would benefit from a publication on an
EPA action or program, contact Editorial Services
directly or through your OCEPA communications
planner. Early contact can save you time, effort, money,
and hassles. And if you want to share information
about your Program or the activities of your co-
workers with other EPA employees, get in touch
with John Heritage, the EPA7ourruzl editor, or Kym
Burke, OCEPA's Internal Communications
Coordinator. For public affairs-related photographic
support, contact our photograher, Steve Delaney.
Spreading The Word 13
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Editorial Services continued
EDITORIAL TOOLS
Flyer A single sheet of paper with type placed without
regard to any folds.
Leaflet A single folded sheet with type placed in
columns between the folds.
Pamphlet Two or more sheets (usually stapled) with a
self-cover.
Booklet or Brochure Two or more bound sheets
with a cover made of paper of a different weight,
finish, or color from the inside pages.
Newsletter Two or more sheets with fype pbced in
columns, usually published on a recurring basis and
distributed to internal and/or external audiences.
Poster A large sheet of paper with text, pictures, or
combination that is intended for long-term display.
Blue-Line The copy provided by the printer for final
proofreading and approval before the publication is
printed.
Camera-Ready Copy The final text and
accompanying art and photographs from which a
publication is produced. (Negatives are shot of the
camera-ready copy and art and can be used for
reprints).
Desktop Publishing The use of computer programs
to combine and edit text and illustrations on the
computer screen. The resulting printout can be
duplicated or printed immediately, without additional
production steps.
CD-ROM (Compact disc/read-only memory) A
special computer disc that can store many volumes of
information, including data, text, sound, graphics, and
photos. CD-ROM provides a compact and durable
alternative to conventional publishing, and is
increasingly being used by government agencies to
store and distribute large quantities of information.
Distribution Plan A form identifying who gets how
many copies of a publication and how.
Pub/kafion Managemenf: A Guide to
Processes/ Standards, and Style A booklet that
contains guidelines and general information to assist in
the efficient creation of top-quality publications. It also
describes the regulations and standards governing the
management and production of EPA publications.
Master Automated Inventory System (MAIS)
A computerized master database of EPA publications,
audio-video products, electronic information sources,
and other information products. Maintained by the
EPA Environmental Publications and Information Center
(EPIC) in Cincinnati, the Inventory is now being
enhanced to permit title, subject, and keyword
searches for all EPA information products. EPA staffers
with access to the system can browse through an
inventory of more than 31,000 EPA document titles.
Through MAIS, staffers can order documents to fill bulk
requests, send documents directly to conferences or
meetings, and determine whether stocks need
replenishing.
14 Spreading The Word
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1 EDITORIAL SERVICES DIVISION STAFF , 1
Charlie Osolin, Director Miles Allen,
260-3653 M3623-D 260-6642
John Heritage
Kym Burke
Jim Ingram
Ruth Barker
Don Bronkema
Steve Delaney
Ron Farrah
Karen Flagstad
Jack Lewis
Roy Popkin
Marilyn Rogers
Nancy Starnes
Phil Wisman
Assignment Area
Editor, EPA Journal
Editor, EPA InSight/
Internal Communications Coordinator
Graphics and Production
Photo Editor
Publications Inventory /Catalog
Photographer
Design/Graphics
Editor
Writer-Editor
Writer-Editor
Distribution & Marketing
Editor
Printing & Administration
Deputy Director
M3623-E
Phone
260-4393
260-0336
260-6646
260-0337
260-4371
260-2066
260-2624
260-6646
260-6639
260-2069
260-2133
260-0335
260-6640
Room
M3623-A
M3623-C
M3623-J
M3623-C
M2403
M3623-F
M3623-J
M3623-B
M2403
NEG070
NEG070
M3623-B
NEG070
Spreading The Word 15
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Multi'Media Services
/
»
1
THE MULTI-MEDIA SERVICES DIVISION
(formerly the Audio-Visual Division)
creates and distributes audio-visual and
other materials and services and provides
guidance and assistance to Program and Regional
offices in contracting for audio-visual work with
outside sources.
HOW IT WORKS
Multi-Media Services brings the latest in multi-
media production techniques (graphics, text,
video, sound, etc.) to bear in support of the
Agency's outreach efforts. It produces and edits
videotapes for public distrubution and internal
communications, and it produces radio news
releases ("actualities") in cooperation with the
OCEPA Press Relations Division. It prepares
charts, exhibits and presentation materials, such as
briefing books. MMS also maintains a screening
room and a closed-circuit TV system at
Headquarters and a library of videotapes on EPA
activities and programs for official viewing. The
Division is also responsible for meeting the
requirements of OBM Circular A-130 for multi-
media products.
16 Spreading The Word
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ooo
HOW TO USE IT
When a significant activity by your Program
merits the production of multi-media products,
start by contacting the communications planner
assigned to your Program. You can also contact
Multi-Media Services directly, but in either case
MMS can best design its products to serve your
needs if you clearly identify your audience and
describe your goals (in other words, What do you
want to say, and to whom?).
MMS can either create your products or help
you find and work with contractors (MMS will
help you plan, write, process and manage
contracts for audio-visual services).
Spreading The Word 17
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Multi'Media Services
MULTI-MEDIA TOOLS
Radio Actuality A brief statement ("sound bite")
recorded in a studio or taken directly from a press
conference, containing a specific message tfie Agency
wants to communicate. Actualities can run from five to
20 seconds and are made available to radio stations
via telephone for use on the air.
Presentation Graphics A poster-style chart, board,
slide, or computer-generated visual display generally
used in seminars, group meetings, news conferences,
and news briefings.
Design Graphics Often part of an extensive public
outreach program, design graphics can include
concept art, layout, cover design, symbols, posters,
etc. These elements provide a unified graphic identity
for a communications campaign. Effective design
graphics can help viewers grasp a message in visual
form and associate a concept with a distinct visual
image.
Exhibits/Displays Materials designed to convey a
limited amount of information and to draw people to
an area where additional information is available
through publications and staff members. Exhibits and
displays are used most often in booths at conventions,
trade shows, and other special events. Commercial
booth space can be expensive, but often it is made
available free to EPA as "scientific space."
Public Service Announcement (PSA) Media
receptivity varies, but PSA's are most effective when
they provide important and "usable" information to
a broad segment of the public. For example, a PSA
might introduce an important new environmental
issue or convey useful consumer information on a
familiar subject. PSA's can be used and distributed
in video format (usually 10 and 30 seconds long);
audio format (10, 30, or 60 second tapes and/or
scripts designed for radio use); and print format
(camera-ready copy designed to fit standard
advertising space).
Mini-documentary A concise video presenting
information on a "spot" news story or topic of
continuing interest. Mini- docs are produced in an
objective "news" style and are intended to inform
rather than persuade.
Video News Release A "hard news" videotape
produced and distributed by a would-be
newsmaker. Media reception to VNR's is not
always positive. This format is rarely used by EPA.
Stock Footage Unedited, unscripted videotape
from past productions or "shoots" (film or videotape)
stored in libraries. Stock footage is valued by the
news media and video producers as a supplement
to their own material.
B-Roll An edited, unscripted video designed to
provide visual interest while news copy is being
read by a reporter or anchor in the background. B-
Rolls are distributed to networks and local stations
when the subject of the B-Roll is in the news. (See
"stock footage.")
18 Spreading The Word
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Feature Length Video A 20-minute-plus video
that provides extensive educational or documentary
treatment to a new or complex topic.
Short Subject Video A five-to-twenty.-minute
tape, ranging from an educational or documentary
format to an entertaining or dramatic treatment of a
topic.
Training Video A tape of one or more
presentations, often of a technical nature,
developed for well-defined and usually limited-size
audiences. Creativity, production formats, and
approaches vary widely.
Media Training Helping people to develop skills
in speaking before, and in being interviewed by,
the news media.
1 MULTI-
^^^^^^^^^•^•••••••^^^^^^^^^^^^^^^^^^^^^^••H
Mike Torrusio,
260-2053
Heather Schoerv
Tom Glover
Gene Padgett
Barbara Doyle
Hope Esposito
Barbara McDowell
Glenn Nathan
Gretchen Stoloff
John Woods
MEDIA SERVICES DIVISION STAEE t 1
Acting Director
M2437-A
Assignment Area
Creative Director
Graphics
Television/Radio
Graphics
Graphics
Graphics
Television/Radio
Television/Radio
Television/Radio
Ed McKay, Acting Deputy Director
260-2070 M2437-A
Phone
260-3210
260-2068
260-6663
260-2064 -
260-2067
260-2065
260-2057
260-2055
260-2050
Room
M2437
M2403-C
M2437-F
M2403-D
M2403-B
M2403-C
M2437-E
M2437
M2437
Spreading The Word 19
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Environmental Education
THE ENVIRONMENTAL EDUCATION DIVISION
was created by the National
Environmental Education Act of 1990.
EED develops, coordinates, and operates
environmental education and training programs
by working with local education institutions, state
education agencies, not-for-profit educational and
environmental organizations, and private-sector
interest groups. Its goal is to foster an ethic of
environmental stewardship by improving the
environmental literacy of the nation's youth and
increasing the public's awareness and
understanding of major environmental problems.
HOW IT WORKS
EED manages a federal grant assistance program to
help local education agencies, colleges and
universities, anH other aon-profit organizations
develop environmental education programs. It
administers environmental internships and
fellowship programs.
EED has established an Environmental
Education Advisory Council, a Federal Task
Force, and an EPA Advisory Board that will
advise, consult with, and make recommendations
on all the environmental education and training
programs it undertakes.
HOW TO USE IT
The Division has been authorized a Headquarters
staff of 10 people. In addition, each EPA Region
has a staffer assigned to education.
EED is working to create a sense of personal
responsibility for care of the environment in all
citizens, especially students. If you are developing
an environmental education project, contact the
EED staff for information and guidance. If you
would like to get involved in projects for youth,
perhaps working in EPA's adopted school, contact
a member of the EED staff.
20 Spreading The Word
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ENVIRONMENTAL EDUCATION DIVISION STAFF
Michael O'Reilly, Acting Director Michael Baker, Acting Deputy Director
260-4928 W339-A 260-4958 W339-B
Doris Gillispie
Lois Spice Haig
Richard Laska
Kathleen MacKinnon
Melba Meador
Blanche Pettigrew
George Walker
Ginger Wandless
Assignment Area(s)
Environmental Youth Programs,
Regional Activities
Education Consultant
Environmental Ed. Clearinghouse
Environmental Ed. Advisory Groups
Internship/Fellowship Programs
Staff Assistant
Grants and Contract Regulations
National Network for Environmental
Management Studies (NNEMS)
Phone
260-4484
260-4129
260-4951
260-4484
260-6191
260-4962
260-4484
260-5960
Room
W325
W339-C
W339-B
W325
W303-D
W339
W325-B
W325
J | till M
Spreading The Word 21
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The Regions: A Vital Partnership
WE'RE all so busy that sometimes we
forget to include others in the
planning and execution of
communications projects. That
unintended exclusion is especially difficult for our
co-workers in the Regional offices. It also causes
problems for Headquarters when the outreach
activity originates in a Region.
Regional public affairs offices often are
closer to our audiences, and they can help
design communications campaigns and
disseminate information in ways that are more
likely to be effective. When you work with your
Program counterparts in the Regions, and when
you send them outreach materials, remind them
to give a "heads up" to their press office and other
public affairs specialists.
One good way to stay in touch with Regional
public affairs is through OCEPA's weekly "heads-
up" teleconferences, which include OCEPA
22 Spreading The Word
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communications planners, Program
communications contacts, and Regional public
affairs officers. These conferences are held at
3:00 p.m. every Wednesday, usually in the
Administrator's Conference Room (Room
Wl 104). Contact Doris Fairley at 260-5590 if
you'd like to participate in a "heads-up" meeting.
Headquarters Program communicators are also
welcome to use the Headquarters Press Office as a
link to Regional public affairs
offices. Each Monday at 4:00
p.m., the Press Office holds a
teleconference with its Regional counterparts to
talk about plans and upcoming actions. Contact
Lauren Milone at 260-4355 to participate in a
press activities teleconference.
Spreading The Word 23
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The Regions
REGIONAL PUBLIC AFFAIRS OFFICERS AND STAFF
Region 1 (Boston) C )//ILV at Internal Affairs
Thomas W. Skinner
Director
FTS 835-2713
Chris Jendras
Director
Communication and
Education Section
FTS 835-2713
Diane Ready
Director
Superfund Community
Relations Section
FTS 835-3425
Rudy Brown
Director
Government Relations
Section
FTS 835-3412
I Region 2 (New York) Oj/icv u/ Lxu
James R. Marshall
Director
FTS 264-2515
Margaret H, Randol
Deputy Director
FTS 264-2516
Region 3 (Philadelphia) ( Office of'External Affairs
Elaine B. Wright
Director
FTS 597-6938
Richard). Kampf
Deputy Director
FTS 591-2206
Janet Viniski, Director
Office of Public Affairs
FTS 597-9370
Harold Yates, Chief
Superfund Community
Relations
FTS 597-9905
Region 4 (Atlanta) ( Office of Public Affairs
Frank Redmond
Acting Director
FTS 257-3004
Hagan Thompson
Chief
Press and Information
Unit
FTS 257-3004
Richard Nawyn
Chief
Education and
Outreach Unit
FTS 257-3004
Region 5 (Chicago) U//KV «f Public Affairs
Margaret McCue
Director
FTS 353-2072
LaTonia T. Lesser
Superfund Community
Relations Coordinator
FTS 886-6685
Alma L. (Louise)
Ollarvia
Publications
FTS 353-6198
Region 6 (Dallas) (Wcc of Lxtcrnal Affair
Philip A. Charles
Director
FTS 255-2200
Sandra K. Sevier
Community Relations
Coordinator
FTS 255-2200
Region 7 (Kansas City) Office of Public Affairs
Rowena L. Michaels
Director
FTS 276-7003
Region 8 (Denver) OJJI'LV of External Affairs
Nola H. Cooke
Director
FTS 330-1119
Waunda C. Taunton
Community Relations
Involvement Branch
FTS 330-1122
Charles C. Gomez
State/Federal Relations
Branch
FTS 330-1108
Richard A. Lathrop
Media Relations
FTS 330-1120
24 Spreading The Word
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Any Problems?
Region 9 (San Francisco) C )f/uv
Affairs
Deanna M. Wieman
Director
FTS 484-1015
Virginia A. Donohue
Chief of Public Affairs
FTS 484-1585
Paula Bruin
Superfund
FTS 484-1587
Bill Glenn
Air and Toxics
FTS 484-1589
Lois Grunwald
Water
FTS 484-1588
Sharon Jang
FOIA
FTS 484-1586
Lou Jefferson
Publications
FTS 484-1593
David Schmidt
RCRA, Pollution
Prevention, Emergency
Response
FTS 484-15 78
Ida Tolliver
Education, Speakers,
Visitors, Photography
FTS 484-1581
Rejjion 10 (Seattle)
Patricia A. Bonner
Director
FTS 399-1107
Robert Jacobson
Press Officer
FTS 399-1203
Jean Baker
Assistant Press Officer
FTS 399-1465
Renee Nicholas
Public Information
Center Coordinator
FTS 399-4280
>\ External A//i4361 W311-D
Special Assistant
260-5986 W327
Special Assistant
260-2482 W337-B
Special Assistant
260-6221 W337-B
Staff Assistant
260-5283 W327
Spreading The Word 25
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A
Pu
ew Thoughts on
)lic Communications
KEEP THE CUSTOMER IN MIND PRECISION PLUS
Public information generated by EPA is intended
to interest, educate, and motivate our audiences.
Remember that the public (or specific segments of
the public) is our customer.
WHAT'S IN A WORD?
Choosing the "right" words can challenge
technical staffs and communicators alike. What
sounds fine to someone at EPA may not be clear
to our customers — for example, news reporters
and their audiences. To get audiences to notice
and heed what we're saying, our actions often
must be "translated" into words the public can
easily understand, and presented in a timely and
attractive manner.
Questions of accuracy and precision also can try
the souls of technical and communications
staffers. To a toxicologist, writing the projected
numerical value of a calculated cancer risk level
may require a precise mathematical expression,
such as "4x10'"." Such terminology, however, is
difficult for the lay public to understand. What's
more, even if translated to layman's language —
"an increased lifetime cancer risk of four cases in
every million people exposed," for example —
such an expression does not reveal the
assumptions and inherent uncertainties in cancer
risk assessment. The Agency's scientists and
communicators must work together to present
scientific and technical information as completely
and accurately as possible without losing the
audience's interest or the Agency's credibility.
Remember that the goal of public
communications is an educated, informed, and
environmentally aware citizenry.
IN GOOD TIME
EPA is competing with countless other
government and private groups and organizations
for the public's attention. Proper timing can keep
your work from being lost in a blizzard of
information. Work with OCEPA so all materials
(releases, charts, photos, etc.) are ready and
attractively done for release when there is a good
"window of opportunity" for outreach. And
remember that to increase your opportunities,
outreach may start before, and go on after, an
official announcement date.
26 Spreading The Word
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EVERYONE COMMUNICATES
This is obvious, yet people have different areas of
expertise and roles. EPA Program staffs are known
for their scientific and technical knowledge,
enabling the Agency to issue carefully prepared,
legally binding regulations and guidelines.
Programs also have communicators who are vital
to "getting the word out," especially for technical
publications and audiences. They may, however,
have only the Program's perspective on outreach,
while OCEPA can contribute the Agency's views
and cross-program connections. To make the
most of EPA's communications opportunities,
please work closely with both your Program
communicators and OCEPA.
WHY DOES EPA
HAVE A CENTRAL
COMMUNICATIONS OFFICE?
There are many Programs and offices at EPA, but
we are one Agency. Thus a decision about how or
when to communicate a specific action in a
particular Program may be affected by what is
happening elsewhere at EPA. No matter what
office takes an action or offers a proposal, when a
statement, publication or video product is issued,
it is EPA speaking. Statements from any EPA
office are perceived as representing Agency
positions. Finally, a centralized public
communications office helps in gaining the widest
audiences for EPA actions, avoiding conflicts and
duplications of effort, and ensuring that what is
communicated reflects the Agency's policies and
the Administrator's priorities.
CAN OCEPA DO ALL
OF EPA'S COMMUNICATING
BY ITSELF?
No way. OCEPA's small staff (about 70 FTEs)
amounts to less than 1 percent of EPA's total non-
Regional staff. OCEPA clearly does not have the
"horses" to conduct extensive research or produce
all of the Agency's non-technical products from
scratch. It must rely on Program staffs to supply
the technical expertise, information (often in
draft form) and recommendations for outreach.
OCEPA then helps shape those materials for '.heir
intended audiences. By working together
throughout the communications planning process,
OCEPA and EPA Program offices can accomplish
the Agency's communications mission more
efficiently and effectively than any one office
could do on its own.
Spreading The Word 27
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Appendix
DISTRIBUTING YOUR PRODUCT
Getting a publication or other product out the door
and into the hands of its audience requires time,
money and effort. Following are brief descriptions of
EPA services available to help you with this process.
Additional information may be obtained from the
various OCEPA offkes.
MAILING COSTS
Mailing thousands of publications can be
expensive, severely depleting a limited budget; or
it can be cheap, depending on what
postal/shipping rate you get and who does your
mailing/shipping. Check the distribution system
you are considering to find out how they mail.
First-class rates are very expensive and necessary
only when you are mailing a small number of
pieces in a rush. For large mailings, significantly
cheaper "bulk" rates are available. That requires
the printing of a bulk stamp on EPA envelopes (at
a cost of about 20 cents each), but if you are
designing a "self-mailer" publication, you can
have the bulk stamp put on at the time of printing
at no additional cost.
A VALUABLE SERVICE: THE EPA
PUBLICATIONS AND
INFORMATION CENTER (EPIC)
A fast, easy and inexpensive way to distribute your
products is through the EPA Publications and
Information Center (EPIC) in Cincinnati. EPIC
offers, on request from EPA offices, storage,
handling, and distribution services for multi-media
products, including floppy disks, VCR tapes,
posters, transparencies, and hard copy publications.
Storage is free; handling costs (for example, stuffing
material into an envelope) are provided for a
modest fee paid from accounts maintained by each
Program office. THERE IS NO CHARGE FOR
BULK OR THIRD-CLASS POSTAGE! Products
can be processed for shipment overnight or for
delivery on a specific date.
28 Spending The Word
EPIC handles requests for both mass and
individual mailing, although the procedures differ.
For example, when a Program office asks EPIC to
send single copies of a publication to 200 people,
the Program supplies the mailing labels; when
people outside EPA request materials directly from
the EPIC, the Program does not need to provide
labels. EPIC will alert programs to any unusually
large volume requests so stocks of publications are
not depleted prematurely. EPIC also works with
the Public Information Center (see below) to fill
high-volume orders.
OCEPA is now working with EPIC to expand
its existing inventory to include all EPA non-
technical as well as technical publications and
outreach products. EPIC's computerized Master
Automated Inventory System (MAIS) currently
allows EPA staffers with access to the system to
browse through an inventory of more than 31,000
EPA document titles. Through MAIS, you can
order documents to fill bulk requests, send
documents directly to conferences or meetings,
and determine whether stocks are in need of
replenishing. As it grows, the EPIC/MAIS system
will also provide information on availability,
sources for obtaining copies, and contacts for
additional information. The Inventory
enhancements are being developed in
conjunction with EPA's new product review
process (see section on Communications Planning
Division). For information on establishing an
account with EPIC, contact Earl (Sam) Eastwood
or Deborah McNealley at FTS 684-7980.
EPA'S PUBLIC INFORMATION
CENTER (PIC)
This is a prime Agency contact point for inquiries
from the general public, so be sure to supply PIC
with copies of your publications and odier
outreach products. Located at Waterside Mall,
PIC responds to written and phone inquiries by
answering questions, referring calls on technical
issues to Program offices, and mailing a maximum
of 10 copies of EPA publications per request. The
-------
fjufclications must be supplied by the developing office.
PIC has limited storage capacity and refers
requests for large numbers of products to EPIC in
Cincinnati (see above). Contact: Kevin Rosseel,
(202) 260-7751.
THE EPA MAILROOM
The EPA Mailroom serves Headquarters with free
inserting, collating, sorting, and handling of
outgoing material. It maintains but does not
update mailing lists. The mailroom will pay for
postage on up to 200 pieces, then bill the mailing
office at first-class rates. Contact: Sylvia Dodge,
(202) 260-2096.
GOVERNMENT PRINTING
OFFICE (GPO)
The GPO controls, through its own contractors,
most federal government printing. When GPO
handles printing, it also can assure that copies of
your product are sent, as required by Congress, to
the Federal Depository Libraries. There is no
charge for that service. If you have a publication
you can't afford to send to all possible audiences,
and you believe people will purchase the material,
GPO may help — it prints, promotes and sells
selected government publications (such as the
EPA Journal) that it determines have a retail
market. Archive facilities for excess publications
are also available. You can reach GPO through
EPA's Printing Management Officer, (202) 260-
2125.
U.S. CONSUMER INFORMATION
CENTER (CIC)
CIC, located in Pueblo, CO, and operated by the
U.S. Commerce Department, distributes to the
public individual copies of "consumer" material
published by more than 30 federal departments
and agencies. Services include a quarterly
catalogue; promoting listed publications to the
media; distributing publications either free or at a
low per-copy price; surveying consumers on
information needs; providing editorial assistance;
and arranging cooperative publishing
opportunities with the private sector. Contact:
Paula Moser, EPA Liaison, (202)501-1794.
CENTER FOR ENVIRONMENTAL
RESEARCH INFORMATION
(CERI)
Operated by EPA's Office of Research and
Development, CERI will help Agency offices
print (at cost) and distribute scientific and
technical reports. Contact: Dorothy Williams,
FTS 684-7369.
NATIONAL TECHNICAL
INFORMATION SERVICE (NTIS)
Operated by the U.S. Commerce Department,
NTIS reproduces and sells scientific and technical
documents and audio-visual materials. This can
help when your printing budget is low. Contact:
Fran Roberts, (202) 487-4634.
OTHER DISTRIBUTION
OPPORTUNITIES
A wide variety of other publication distribution
options is available to EPA communicators. One
private company maintains displays of brochures
at many grocery stores across the country. Other
federal agencies have networks of state, county,
and local offices where many publications are
distributed. Trade associations, non-profit
organizations, and for-profit companies may
reprint and distribute, at their own expense, EPA
publications that are of interest to their audiences.
Contact OCEPA's Editorial Services or Public
Liaison divisions or the communications planner
assigned to your Program for additional
suggestions, or refer to EPA's Public Access Manual:
A "How To" Guide, published by the Office of
Information Resources Management. Contact:
Brigid Rapp, (202)260-8710.
Spreading The Word 29
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