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1. Introduction Advances made through the DOE Solar Program must be communicated effectively to appropriate audiences if further technical and market growth will occur. In FY 2004, the Program’s communications team developed a comprehensive and strategic plan to: integrate communications across the various solar technologies and minimize redundancy; better target audiences and messages; respond better to changes in markets, technology perceptions, audiences, and funding; develop communication projects within the context of other relevant plans; leverage limited resources; and cultivate a multi-year mentality. The planning approach included profiling eight key audiences, including their perceptions of solar technologies; formulating audience-specific messages and communication objectives and strategies; and proposing communications tactics to reinforce the objectives. Specifically, this project supports the many communications needs of the Solar Program and helps to get the right information to the right people at the right time in the right form. The team develops, or assists in developing, a wide range of products, including technical reports, conference papers, journal articles, proceedings, brochures, fact sheets, presentations, posters, databases, exhibits, displays, Websites, and CDs, as well as programmatic pieces such as the Solar Program Overview, Annual Report, and MYTP. As a result of our strategic planning process, the team is also enhancing distribution efforts of these products to key audiences of the Solar Program. 2. Technical Approach The Solar Program helps to direct and support advances being made in the solar technologies of photovoltaics, concentrating solar power, and solar heating and lighting. But word of such advances must be communicated clearly and strongly to appropriate audiences. If not, the impact these advances could have on further technical progress may be stifled. And the continued growth of solar markets may be stunted. Therefore, we see the need for carefully tailored communications and outreach products and activities related to key targeted audiences. Within the Solar Program, managers are developing a systems-driven approach to assess the potential of various solar technologies. This approach considers target markets for these technologies, along with relevant technical and market barriers to their success. Understanding these factors helps in targeting research that more effectively achieves the promise the technologies have in the markets. As communicators, we can key into this approach by focusing on these same markets and determining how communications can be used to overcome barriers and address key issues. To better accomplish the Program’s communications goals, we developed a robust communications plan that: • Provides a comprehensive guide to integrate the communications work across the three solar technology areas within our Solar Program. • Coordinates communications efforts and reduces redundancy across several offices, namely DOE, NREL, and SNL. • Strategically targets our efforts regarding audiences and key messages. • Strengthens the effectiveness of our work by putting greater emphasis on targeted messages to those audiences and on distributing and evaluating our products for effectiveness or audience penetration. • Improves our response to changes in markets, audiences, funding, and opportunities, allowing us to be flexible and able to prioritize our projects. • Guides development of projects within the larger context of national, DOE, EERE, and Program plans, including the Solar Program’s Systems-Driven Approach. • Best leverages our limited resources of people, time, and funds. • Cultivates a multi-year mentality involving a concerted focus on ongoing Program and communications goals.PDF Image | FY 2004 ANNUAL REPORT DOE Solar
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