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Department of Natural Resources

Strategic Communications Plan

The Wisconsin Department of Natural Resources is an agency constantly under attack – and an agency that had a poor record of working with reporters and opinion leaders to tell its story and reinforce its value.

Former DNR Secretary Scott Hassett hired Flaherty & Associates to improve the department’s overall communications with a comprehensive strategic plan for long-term department success. As a 4,000-employee agency in charge of hundreds of programs, we interviewed more than 50 DNR employees – from appointed leadership to division directors to field communications staff. Based on these interviews and two sets of focus groups, we wrote a comprehensive communications audit with detailed findings and recommendations in order to position the department for long-term success internally and with the public.