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Visibility Committee Goals and Progress Report Form

Committee Chair: Christopher Rotolo
Update: 10/3/08
Committee Membership and Membership Changes:
Continuing Members: Joel Philo, Ben Dattner, Joan Brannick, Anuradha Chawla, Annette Towler (and her external awards subcommittee).
New Members: Anna Erickson, Lorin Mueller, Uma Iyer, Ken Lahti, Lauren Simon, Emily Solberg, Sylvia Hysong, Eric Gerber
Past Chair: Doug Reynolds has agreed to serve an advisory role and help with the PR Firm.  
AO Representation: Clif Boutelle, Dave Nershi, and Stephany Schings from the SIOP office also attend meetings as they can.   
Visibility Committee Mission, Objectives, and Goals (2008-09):
Visibility Mission: To gain visibility with our target audiences through a variety of channels and tactics in order to help I/O Psychologists (and SIOP) be recognized as the premier professionals committed to advancing the science and practice of the psychology of work.
1.      Objective: Realign PR & Branding Priorities/Strategy with Marketing General (MG)
a.       Goal: Ensure alignment between MG strategy and SIOP’s vision (Completed)
b.      Goal: Develop and implement execution plan (Completed)
2.      Objective: Establish a baseline of I-O/SIOP’s current visibility
a.      Goal: Identify/Develop a set of metrics assessing I-O/SIOP’s visibility (Completed 12/08)
b.      Goal: Establish a process for ongoing, periodic assessment (Completed 04/09)
3.      Objective: Identify and understand our target audiences
a.       Goal: Revalidate/enhance existing segmentation strategy to ensure target audience needs are fully addressed, in order to deliver relevant messaging about I/O Psychology and SIOP
4.      Objective: Expand and deepen our network with relevant media channels & other relevant audiences
a.      Goal: Identify key players in relevant media channels execute programs to build relationships (e.g., Media luncheon) (Ongoing)
b.      Goal: Identify and develop visibility channels in academia & public policy (Ongoing)
5.      Objective: Conduct ongoing visibility efforts (placing a differential focus on psychology at large, human resources professionals and business leaders)
a.       Goal: Work with the AO to generate press releases, web content, etc. to push key messages to target audiences. (Ongoing)
b.      Goal: Market the Fall Conference (Completed)
c.       Goal: Conduct public webinar (Complete 10/08)
6.      Objective: Define tools and processes to institutionalize visibility efforts
a.       Goal: Develop and maintain a repeatable committee process that focuses on target audiences, appropriate media channels, and key messages. (Ongoing)
b.      Goal: Work with Marketing General to develop and institutionalize processes (Ongoing)
c.       Goal: Finalize and monitor visibility metrics (Completed 04/08)
Each of these committee goals relates to our overall mission which is to gain visibility with our target audiences through a variety of channels and tactics in order to help SIOP achieve its vision.

2008-2009 progress
Objective, Goal(s)
Current Progress
1,a, b
-Organized the committee by subgroup: Branding, Metrics, Media Outreach, Student/Academia, HR/Business, & Advocacy/Public Policy
-Worked with AO and Marketing General (MG) to align goals and strategy; developed execution plan. (Completed)
-Provided input into branding survey and reviewed survey results (Completed 10/08)
2 a
-Reviewed and revised existing metrics work; began investigating availability of metrics for 2009 implementation; generating proposal for short- & long-term plan (Jan 2009)
4, a, b,
-Worked with MG to deepen the SHRM relationship; Established a plan with Gary Latham to target ASTD in a similar way
5, a
-Participate in bi-weekly calls with MG and AO to discuss PR activities; identified subject matter experts for potential media publications
5, b
-Worked with LEC team to create press release and communication documents for marketing the Fall consortium. (Completed)
5, c
-Designed a public webinar focused primarily on students to introduce the field of I/O Psychology. Co-Sponsored with Austin Paey State University. To be held on 10/30.
6, a, b, c
-Working with California Psychological Association to develop a program targeted to C-Suite executives “Top Minds and Bottom Lines: How Executives Shape Organizational Culture to Boost ROI” to discuss the value of I/O to business. (Completed Jan 2009)
-Working make a template out of the CPA conference in order to replicate this type of session in other parts of the country. (Completed April 2009)
- Coordinating with the Professional Practice Committee to develop a presentation and speaker notes to be delivered by IO practitioners who volunteer their time to deliver the talk to community groups such as local Chambers of Commerce, SHRM chapters or ASTD chapters