FSA: Managing Complex Communications

By Ryan Kopperud, Content Editor

It’s no secret that government organizations are large, complex, and ever-changing institutions. But what can be a secret is how those huge organizations responsible for communicating with hundreds of thousands of people, do so in a unified and effective way.

HandHuddleWith a wide variety of information to communicate and needs that differ between departments, regions, and even people, staying on top of communication can be a challenge to say the least.

But when an organization masters the art of interacting with their constituents, it’s a beautiful sight to see; everyone wins. The public wins when they get the information they want and need in the way that makes sense to them, and government organizations win when their job is made easier to do well.

The Farm Service Agency (FSA) is a classic example of the unity and effectiveness required to maintain communications within a complex government organization. As a division of the United States Department of Agriculture (USDA), the FSA is responsible for communicating important updates, regulations, financial information, and more with farmers of all types in every single state.

It’s not hard to see how their work can get complicated quickly. A farmer who grows corn in northern Minnesota needs an entirely different set of regulations, updates, and information than the cattle farmer in southern Albuquerque. So how do they stay on top of communicating with such a huge and diverse audience of farmers and invested members of the public?

The FSA leverages GovDelivery’s digital communications platform to communicate the right information to the right people at the right time. The FSA uses the platform to organize its massive content into 2,500 valuable topics representing nearly every county in the United States. This helps FSA more easily manage a complex communications operation.

The FSA has nearly 3,000 administrators working to manage the creation and sending of all of that information, and therefore is able to have unique subject matter experts handle their organization’s wide variety of content needs. Outside of communicating with the external public, the FSA also uses internal topics to communicate information to their own employees, allowing them to use the same technology for interacting both inside and outside of their organization.

social-network-gridAnd for their external communications, which are sent to over 500,000 people, the FSA uses the GovDelivery platform to communicate with farmers of all types, across the country. This ensures that their updates are consistently created and sent using the same technology and allows them to consolidate their communications all under one roof.

With automation capabilities enabled on some of the information topics they provide, the FSA stays on top of the updates they need to send even further by triggering automated messages to their subscribers as well. When new content is posted on their website, GovDelivery automatically delivers the updates to their subscribers without the FSA having to lift a finger. By taking out some of the manual steps required to communicate with their stakeholders, they can stay ahead of the game and get people the information they need even more efficiently.

The Farm Service Agency is a prime example of what communications on a massive scale can look like when it’s done right. With impeccable organization, diverse content offerings, and a unique case of needing to communicate with an extreme gamut of people, the FSA has found a way to not only manage their communications with the public, but to streamline and excel at them.

« - previous | next -