WSU Public Policy Advocacy and Engagement Colleen Kerr

WSU Public Policy, Advocacy, and Engagement Colleen Kerr, JD Vice President of External Affairs and Government Relations Washington State University

Who we are • Chief Legislative Officer model: bringing discipline and “campaign” style focus to issue prioritization and building a “permanent campaign approach” to succeed in public policy advocacy and engagement • Development of an engagement model that builds and feeds the campaign approach: external coalitions, grasstops and grassroots. • Supported by an internal engagement model with key constituencies: highly collaborative, but dependent on campaign styled focus and defining clear wins.

Coordinated Stakeholder Engagement Legislative session requires a focused and disciplined engagement Legislature Public Policy Agenda Public Stakeholders Peers Institutions Business Trade Associations WSU Legislative Agenda Students Outreach, Engagement & Communications Directors University Stakeholders Opportunities to engage with the public and stakeholders exist 365 days/year Faculty Administration Regents State/Federal/Local Gov’t NGOs Economic/Community Development Organizations Tribes Parents Engaged Citizens Staff Media Alumni Influencers/Opinion Leaders Community Leaders Donors Labor K-12 Community

Who we are … continued Federal Relations: Glynda Becker • Represents WSU in engaging Members of Congress and staff, the White House, and Executive Branch agencies • Promotes WSU’s academic, research, and service mission to build Federal support for institution’s programs & activities • Manages relationships with Federal legislators, key committees and caucuses, Federal agency officials, higher education associations and strategic coalitions tied to research agenda • Issues covered: higher ed programs, student aid, budget and appropriations, science & technology, and a host of regulations

Who we are … continued State Relations: Chris Mulick • Represents WSU by actively engaging the state’s elected leadership • Collaborates with the state legislature to ensure core funding to support WSU as a world class academic and research institution • Educates legislators regarding the impact of state funding decisions on WSU’s future • Works with faculty and campus leadership and student volunteers to help share information and advocate for the value of WSU as a public research institution in service to the state of Washington • Ensures the state supports basic academic programming, faculty and staff salaries, operations of academic departments, core facilities, “keeping the lights on"

Who we are … continued Regional Relations: Marcia Garrett • Works to raise the profile of WSU in the greater Puget Sound region • Builds bridges between WSU, the Puget Sound area, by providing ideas, information, and connecting WSU expertise with strategic constituencies • Strengthens support for WSU and public higher education by linking WSU to the community and building strategic constituency relationships

Who we are … continued Public Affairs: Ann Goos • Creates and manages content that supports key WSU initiatives intersecting with government. Ensures WSU messages are consistent, timely, and relevant. • Dual role in serving external affairs/government relations and university communication - ensures WSU’s communication strategies reflect the organization’s strategic vision in the public policy space. • Engage Seattle-Tacoma external stakeholders and media on behalf of the WSU brand across multiple communications channels and vehicles • Link external affairs and government relations initiatives to develop and implement media messaging, marketing strategies, and promotion plans

Trends in Higher Education – Washington State

Engagement, Campaign-styled approach results in policy and funding victories • Washington is the only state in the country to reduce tuition in 2015 – by 15% and backfilled M/O • WSU receives authorization and initial funding for the new medical school in Spokane, clinical campus across the state ➢ $10 million in 2017 • WSU received funding for growing new academic degree programs on the west side of the state (WSU Everett) ➢ new building • WSU consistently receives $$ for major capital projects, often receiving more state funding than any other public institution.

Why An Engaged Campaign Style Approach? students, dollars, and votes • Discipline in strategic engagement strengthens the standing of your university with elected officials, strategic coalitions, influencers, and alumni/donors – builds credibility and aligns with interests • Engages internal and external constituency groups – establishes relevance • Advances priorities – repetition of WSU’s brand promise, value proposition: Inculcate values of our land grant mission and service to the state (and beyond)

How we employ a campaign styled approach to policy engagement … • Define ‘the win’– advancing WSU’s research and education mission and goals align with public values • Target strategic influencers (voters & those who influence voters) –identify and cultivate policy-maker and stakeholder champions • Collect data, formally and informally gauge opinions and to to identify messages that resonate and align with policy concerns of the public • Communicate with our constituents directly – owned media, placed media, paid media and engage • Develop a ‘field’ effort –build thru engagement, partnerships, events, alumni advocacy efforts, coalitions, collaborations, with etc.

What do we know about elected officials • Universities have unique assets that lawmakers and influencers appreciate (students, donors, voters)

“campaign” engagement: coaltions Building a base of higher ed supporters

Community Coalitions Growing stakeholder constituencies

Engagement: build strategically & implement collaboratively … our results • WSU continues to gain stature • WSU is more top of mind for thought leaders • WSU is viewed as a quality academic, research University in service to state, nation, world • WSU students are making a difference, well prepared • WSU ably serves well-prepared students, engages donors in their philanthropic dreams, and garners votes in support of quality higher education