DNSO NC Working Group E Report
Part 2: Information Material
It will be more productive and effective to coordinate and discuss outreach information material as an integrated entity. Consequently, the team responsible for initial development of Part 2 of the report decided to take a more holistic approach. This is not intended in any way to replace the work being done by other teams on other parts of the report but rather to make sure that any resulting information materials adequately accommodate the interdependencies of all parts.
Outreach activities are an essential need with regard to the ICANN at-large membership activities. Consequently, it is very important that Working Group E coordinates its efforts with those related to at-large membership along with the associated at-large director elections.
Information materials should be designed as simply as possible. Simplicity will facilitate the widest possible distribution across the very diverse population to be reached. Simplicity will make it easier to translate materials into different languages as well as to distribute them via various means of communication. Simplicity will also facilitate the processes of distributing information quickly and making it easily understood and absorbed.
Customization of information material to local community needs will improve the effectiveness of outreach. Customization can include translation into native languages, integration of information into familiar settings (e.g., web pages, local newsletters, etc.), etc.
Information materials should be designed with specific target audiences in mind. The goal should be to create materials that address particular needs of those who are prepared to receive and use the information. Different materials should be developed for different audiences. One audience that should always be targeted is that of newcomers (e.g., IETF Newcomer Orientation).
Content of information materials should be centrally controlled. This will reduce the likelihood of intended messages being distorted as they are distributed to different audiences and via different modes of communication.
Information materials must be kept up-to-date. Outreach materials will be ignored if the content is not reliable and accurate.
People who are currently impacted by ICANN activities should be targeted first. It is very difficult to motivate participation by those who do not currently have any real need. It will be more effective to first focus on those who already have a need and then later target those who may be affected in the future.
Using existing channels within ICANN to reach the community is the most expedient way to distribute information and thereby encourage involvement. ICANN channels include support organizations (ASO, DNSO, PSO), support organization constituencies, IP registries, name registries, name registrars, the Government Advisory Committee, etc. Each of these channels represents various parts of the Internet community and each of them (to varying degrees) have existing ways to communicate with their customers. Using these channels to reach out to the community provides the fastest access to community members, is the most cost-efficient and most readily lends itself to local customization of the information. Using existing channels also has a greater probability of capturing the people who have a need to be involved with ICANN. (As noted earlier with regard to all outreach efforts, any efforts to use existing channels should be coordinated with At-Large membership activities.)
Efforts should be made to distribute information via previously scheduled Internet events such as conferences, workshops, seminars, etc. Such events provide additional channels to reach the community.
Information should be distributed in alternative formats to accommodate varying technical requirements. Information should always be available in text format for those who have low bandwidth connections.
Distribution methods and channels should be documented to facilitate evaluation of effectiveness. Quantitative data should be obtained and analyzed.
Priority # 1 (Example)
Other priorities could be added that require more time and/or more funding, but in general the highest priority should probably be given to those activities that have the potential of reaching the most people in the shortest amount of time using the least amount of funds.