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APPENDIX E Engineering Communications' Education' and Outreach Questionnaire i ., Thank you for participating in our study. We would like to assure you that all of your responses will be kept confidential and used only in the aggregate with the responses from other organizations. We are asking you to identify your orga- nization and yourself only to keep track of who has responded and to contact you if we need any clarification or additional information. Please respond to the questionnaire for your entire organization. If you are not the person who is best able to respond, please pass the questionnaire along to that person. If you feel that another part of your organization should respond in addition to you, please advise us at the number below and we will send them a separate questionnaire. Although we have tried to simplify the questionnaire with response catego- ries for many of the questions, we encourage you to provide any explanation or additional information for any of the questions. If you have any difficulty in completing the questionnaire, please contact Maria Ivancin at Market Research Bureau - telephone: 202-789-21 10; email: mivancin@sprintmail.com. If you would like to download the questionnaire and submit it electronically, you may do so at www.nae.edu/engineeringsurvey. Please return the questionnaire by December 7, 2001. Thank you for your . . . . time and your participation. BACKGROUND ON YOUR ORGANIZATION 1. What is the full name of your organization? 74
APPENDIX E 2. What type of organization is it? O Professional engineering society O Engineering company O Corporation/private industry O Academic institution O Educational/academic association O Curriculum development organization O Government agency O Charitable foundation O Trade association O Media O Other PLEASE DESCRIBE 3. How would you describe your organization's mission? 1 - 75 COMMUNICATIONS, EDUCATION, AND OUTREACH EFFORTS We are defining "communications, education, and outreach" efforts as any activities that are designed to help the public understand the role of engineer- ing in society. We are interested primarily in the more formal activities that your organization might have (i.e. planned, designed and funded activities) but would welcome your comments on any informal activities that you feel might be rel- evant. Current Efforts Is your organization currently engaged in communications, educational, or outreach activities designed to improve the public understanding of engineering? O Yes O No - SKIP TO QUESTION 6 BELOW
Hi: 76 RAISING PUBLIC AWARENESS OF ENGINEERING 2. Are these ongoing activities or discrete programs with limited duration? Ongoing only - SKIP TO QUESTION 5 ~ Discrete programs only CONTINUE O Both ongoing and discrete- CONTINUE 3. How long have these activities been underway? INDICATE NUMBER OF YEARS OR MONTHS 4 How much longer are these activities going to last? INDICATE NUMBER OF YEARS OR MONTHS 5. Does your organization have more than one program of such activities (i.e. that reaches different audiences, has different objectives or different messages)? O Only one More than one - How many programs does your organization currently have? PLEASE SKIP TO QUESTION 8 Past Activities 6. IF YOUR ORGANIZATION IS CURRENTLY NOT ENGAGED IN ANY COMMUNICATIONS OR OUTREACH ACTIVITIES: Has your organization done any such activities in the past, that you are aware of? O Yes O No - IF YOUR ORGANIZATION HAS NEVER ENGAGED IN ANY COMMUNICATIONS OR OUTREACH ACTIVITIES PLEASE SKIP TO QUESTION 10 BELOW
APPENDIX E 77 7. When was the last time that your organization did any communications, education, or outreach? O Within the past year O 1-2 years ago O 2-3 years ago O 3-4 years ago O 4-5 years ago O More than five years ago 8. IF YOUR ORGANIZATION'S CURRENT PROGRAMS HAVE ONLY BEEN IN PLACE LESS THAN TWO YEARS: Was the current commu- nications or outreach effort your organization's first effort or have there been others? O First effort O Have had other efforts 9. For how long has your organization had some sort of communications, education, or outreach effort? i ., 1~ For less than 3 years ID 3-5 years C! 5-7 years O 7-10 years O For more than 10 years FUTURE ACTIVITIES 10. Does your organization have plans for any communications, education or outreach activities in the future (beyond what you might be doing right now)? If you are doing something currently, do you have any plans for other efforts once the current activities are completed? O Have plans for future (additional) communications, education, or outreach activities O Do not have any plans for such (additional) activities
78 ., 4 Q RAISING PUBLIC AWARENESS OF ENGINEERING 11. What would be the earliest date that such activity would begin? PROVIDE DATE IF YOU HAVE NEVER ENGAGED IN ANY COMMUNICATIONS, EDUCATION, OR OUTREACH PROGRAMS AND HAVE NO PLANS TO DO SO IN THE FUTURE PLEASE SKIP TO THE SECTION TITLED "OTHER COMMUNICATIONS PROGRAMS" ON PAGE 10. Objectives 12. Please describe the objectives for the communications, education, or out- reach efforts that you are engaged in. What are the reasons for engaging in these efforts? IF YOU HAVE MORE THAN ONE PROGRAM, PLEASE ANSWER SEPARATELY FOR EACH IF THE OBJECTIVES ARE DIFFERENT. PLEASE ATTACH ADDITIONAL PAGES AS NECESSARY. PROGRAM #1: PROGRAM #2: PROGRAM #3: 13. What do you expect as the outcome for these efforts? PLEASE AN- SWER FOR EACH PROGRAM YOU HAVE IF YOU HAVE MORE THAN ONE. PLEASE ATTACH ADDITIONAL PAGES AS NECES- SARY.
/ APPENDIX E 79 PROGRAM #1: PROGRAM #2: PROGRAM #3: 14. What are the target audiences for your organization's communications, education or outreach efforts? Who are you trying to reach with your messages? CHECK ALL THAT APPLY FOR EACH PROGRAM. PROGRAM PROGRAM PROGRAM #1 #2 #3 General public O O O Engineers O O O Potential clients/engineering users O O O Undergraduate students O O Children - in Kindergarten through fifth grade (K-5) O O O Children - in sixth through eighth grade (6-8) O O O Children - in ninth through twelfth grades (9-12) O O O Teachers in Kindergarten through twelfth grades (K-12) 1~ 0 0 College/university faculty O O O Opinion leaders O O O Public policy makers O O O Newspapers O O O Broadcast media O O 0 Other media PLEASE DESCRIBE O O Other audience PLEASE DESCRIBE O O O
80 . . . - RAISING PUBLIC AWARENESS OF ENGINEERING 15. What are the key messages you are trying to communicate through this communications or outreach effort? PLEASE ANSWER FOR EACH PROGRAM YOU HAVE IF YOU HAVE MORE THAN ONE. PLEASE ATTACH ADDITIONAL PAGES AS NECESSARY. PROGRAM #1: PROGRAM #2: PROGRAM #3: SPECIFIC ACTIVITIES Please answer the following for the current programs that your organiza- tion is engaged in. If you do not currently have any active efforts, please answer for the most recent program. We would also like to request samples of whatever activities you might be able to share with us, including videos, copies of ads, press kits, press releases, curriculum, direct mail pieces, etc. Please include what you can in the return envelope provided. If there are other pieces that you would like to share with us that will not fit in the envelope or that might not be covered by the postage, please check this box [A and we will make arrangements to get those from you.
APPENDIX E 81 1. Which of the following specific activities is your organization using in its communications or outreach efforts? CHECK ALL THAT APPLY O Paid advertising O Public service advertising (PSA) O Direct mail O Public relations (i.e. non-paid media activities) O Public affairs/Public policy activities O Web sitters) O Speakers/symposia/forums O 800 number O Formal educational curriculum O Informal educational programs O Other PLEASE DESCRIBE: PLEASE COMPLETE THE APPROPRIATE SECTIONS BELOW FOR EACH TYPE OF ACTIVITY YOUR ORGANIZATION ENGAGES IN. PAID OR PUBLIC SERVICE ADVERTISING: What media do you use? A. O Network broadcast television C] Broadcast local or spot television O National cable television O Local cable television O Network radio O Local or spot radio O Outdoor/billboards/out-of-home O Consumer magazines O Trade or professional magazines/publications O Newspapers O Internet O Other PLEASE DESCRIBE: PLEASE PROVIDE US WITH SAMPLES OF ANY MATERIALS.
~2 RAISING PUBLIC AWARENESS OF ENGINEERING 3. FOR PAID ADVERTISING ONLY: Approximately what is your organization's advertising media budget? INDICATE MEDIA BUDGET 4. FOR PAID AND PSA: Approximately what is your budget for production? INDICATE PRODUCTION BUDGET What call to action, if any, do you have in your advertising? What, if anything, do you ask the audience to do? (For example, call an 800 num- ber or visit a web site for more information). PUBLIC RELATIONS: 6. Do you target any particular media? O Television O Radio O Consumer magazines O Trade or professional magazines/publications O Newspapers O Web-based media O Other PLEASE DESCRIBE: 7. Do you have a press kit? O Yes - PLEASE PROVIDE US WITH A SAMPLE O No
To APPENDIX E 83 8. Have you scheduled any meetings) with a news organizations in the past year to explain the work of your organization or institution? O Yes, have scheduled meetings with news organizations O No, have not scheduled meetings with news organizations PUBLIC AFFAIRS/PUBLIC POLICY: 9. What type of public policy or public affairs activities does your organiza- tion engage in? O Lobbying O Briefings O Other PLEASE DESCRIBE: 10. Have you had meetings with elected officials to explain your work and/or resources? O Yes, have had meetings with elected officials O No, have not had meetings with elected officials WEB SITE(S): 11. Is the web site your organization uses in its communications effort spe- cifically designed for that effort or is the site also used for other reasons (e.g. member information)? C] Same web site O Different web site 12. IF THE SAME: Is there a separate link or icon on the site directed at the target audience for your communications effort? O Separate link/icon for target audience O No link/icon for target audience 13. Is there a link or icon for the media or press on your organization's web site? O Separate link/icon for media O No link/icon for media
84 14. What is (are) your web addressees)? S P E A K E R S. / S Y M P O S I A / F O R U M S : RAISING PUBLIC AWARENESS OF ENGINEERING 15. Please indicate whether you participate in and/or sponsor each of the fol- lowing. Also indicate how many of each type of activity your organiza- tion may have done in the last year, as well as the target audiencets) for each type of activity. Participate Sponsor Participate #in Target Only Only AND Sponsor last year Audience~s) Speakers O O O Symposia O O ~ Forums 1~ 0 0 16. Do you have speakers on staff for this purpose? O Yes, have speakers on staff O No speakers on staff EDUCATIONAL PROGRAMS FOR ENGINEERING & TECHNOLOGY: 17. What grades are your programs designed for? [A K-5 O 6-8 9-12 O College [A Graduate school [A Adult
( APPENDIX E 18. Which of the following activities do you provide? O Formal curriculum materials O Materials to guidance counselors O Competitions O Mentor programs O School-to-work training materials O National Engineers Week O Other PLEASE DESCRIBE: 85 19. Did your organization develop the curriculum/materials or did you get it/ them someplace else? O Developed by your organization C' Developed elsewhere - From whom did you get the materials? Who were the materials developed by? 20. Are the educational materials you use specifically aimed at educating stu- dents about engineering and technology distinct from science? i Ed C] Yes, specifically designed to educate about engineering O No, engineering is part of science materials PLEASE PROVIDE US WITH SAMPLES OF YOUR MATERIALS. MONITORING AND EVALUATION 1. How do you determine that your communications or outreach efforts are successful? IF YOU HAVE MORE THAN ONE PROGRAM, PLEASE ANSWER SEPARATELY FOR EACH. PLEASE ATTACH ADDI- TIONAL PAGES AS NECESSARY.
86 RAISING PUBLIC AWARENESS OF ENGINEERING PROGRAM #1 PROGRAM #2: PROGRAM #3: 2. What criteria are important in determining if your communications effort is successful? PROGRAM PROGRAM PROGRAM #1 #2 #3 Awareness O O O Knowledge O O O Attitudes O O O Change in behavior O O O Other PLEASE DESCRIBE O O O 3. Which, if any, of the following do you use in evaluating your programs? o o o Tracking research (market research to track awareness or attitudes) Placement reports (for public service advertising) Response tracking (for direct mail or direct response advertising) News coverage in print, broadcast and/or online media Exit interviewing or on-site evaluations (for speakers, symposia, forums) O Web site hits O Other PLEASE DESCRIBE:
- - APPENDIX E 87 4. Do you feel your efforts have been successful in terms of meeting the original objectives? PROGRAM PROGRAM PROGRAM #1 #2 #3 Successful O C] O Unsuccessful O O 5. Why do you say that? 6. IF YOU FEEL ANY OF YOUR PROGRAMS HAVE NOT BEEN SUC- CESSFUL: Why do you feel they have fallen short of your objectives? What would have made them more effective? PLANNING PROCESS These questions deal with how your communications, education, or outreach program is planned. Please be assured that your responses will be kept in strictest confidence. 1. Does your organization have a department dedicated to communication, education, or outreach? O Have communications, education, or outreach department 1~ Do not have such department - SKIP TO QUESTION 4
~ - 88 - 1 ~ RAISING PUBLIC AWARENESS OF ENGINEERING 2. How big is that department? How many people are in the department? INDICATE NUMBER OF STAFF IN DEPARTMENT 3. What is the full name of that department? 4. Does your organization use any of the following in your communications or outreach efforts? O Advertising agency O Public relations firm O Independent consultant in advertising/PA O Educational consultant O Other outside consultant PLEASE SPECIFY 5. Who within your organization is involved in decisions regarding things like objectives, messages and target audience for your communications or outreach efforts? O Only you O Communications/outreach department O Finance/accounting department O Your organization's management O Board of directors O Other PLEASE SPECIFY 6. What is the overall annual budget for your communications or outreach efforts? INDICATE ANNUAL BUDGET 7. Does this include internal staffing? O Includes staffing O Does not include staffing
APPENDIX E 8. Who determines this budget? O Only you O Communications/outreach department O Finance/accounting department O Your organization's management O Board of directors O Other PLEASE SPECIFY 9. How is the budget determined? 1~ Based on need O Based on previous year O Based on industry data O Percentage of overall organizational budget O Other PLEASE SPECIFY 89 10. Do you have a written public communications, education or outreach plan? O Yes, have written communications plan - PLEASE SHARE THIS PLAN WITH US IF YOU CAN. O No, do not have written plan OTHER COMMUNICATIONS PROGRAMS 1. Are you aware of any other organizations that are engaging in communi- cations, education, or outreach programs on engineering? O Aware of other programs O Not aware of other programs - SKIP TO QUESTION 5 2. Which other programs are you aware of?
- - 9o RAISING PUBLIC AWARENESS OF ENGINEERING 3. Are there any programs that you are aware of that you feel are particularly effective in helping the public understand the role of engineering in soci- ety? Which ones do you feel are effective? 4. Why do you feel they are effective? 5. Are you partnering or coordinating with any other organization for any of your current or most recent communications or outreach efforts? O Partnering/coordinating with other organization O Not partnering - SKIP TO QUESTION 7 6. Which organization/s? 7. Have you ever partnered or coordinated with any other organization in any of your communications efforts? O Have partnered/coordinated with other organization 1~ Never partnered - SKIP TO NEXT SECTION "COORDINATED COM- MUNICATIONS EFFORTS" 8. What organizations have you partnered with?
APPENDIX E 9 COORDINATED COMMUNICATIONS EFFORTS 1. Do you feel there is a need for coordinated communications efforts that would encourage consistent messages and possibly provide efficiency for various organizations interested in communicating about engineering? O There is a need for a coordinated effort O There is no need for such an effort 2. Why do you say that? 3. If there were a coordinated effort, what do you feel are the most important messages to communicate about engineering? i 4. Would your organization be interested in participating in such coordi- nated communications efforts? (NOTE: This does not obligate you in any way. We are just interested in your opinion at this point.) O Would be willing to participate O Would not be willing to participate 5. Why do you say that?
4 : - 92 ., RAISING PUBLIC AWARENESS OF ENGINEERING ABOUT YOU These last few questions will help us in our analysis of the results. What is your name? 2. What is your title? 3. How long have you been employed in your current position? INDICATE # OF YEARS 4. How long have you been in your current industry? INDICATE # OF YEARS 5. Please provide your phone number and email in case we need to reach you. Telephone: Email: Thank you for your time in completing this questionnaire. Please return the questionnaire in the envelope provided. Also please include any materials that you can share with us to help us better understand your communications activi- ties. We have provided postage to cover the questionnaire and some limited additional materials. If you would like to share materials that do not fit into this envelope or may not be covered by the postage, please check this box O and we will make arrangements to get those from you. Once we have completed our study we will share our results with you. Thank you.
