Planning Strategic Communications and Outreach for the Solar Program

Advances made through the Solar Program in photovoltaic and solar thermal technologies must be well communicated to appropriate audiences if further technical and market growth will occur. As the Program's communications team, we developed a plan to: 1) integrate communications across the various solar technologies and reduce redundancy; 2) target audiences and messages strategically; 3) respondbetter to changes in markets, technology perceptions, audiences, and funding; 4) develop communication projects within the context of other relevant plans (e.g., Solar Program Multi-Year Technical Plan); 5) leverage limited resources; and 6) cultivate a multiyear mentality. Our approach included profiling eight key audiences, including their perceptions of solar technologies; formulatingaudience-specific messages and communication objectives and strategies; and proposing communications tactics to reinforce the objectives. Presently, we are conducting a needs assessment of print products, as well as a gap analysis. We will then prioritize projects, complete high-priority projects, measure effectiveness of selected projects and the plan, and seek strategic connections with otheractivities and programs.