Local Government Web Managers Notes: Responding to Economic Uncertainty

In the past few months, world-wide political and economic uncertainty has shaken global confidence, which in turn has resulted in continued market instability and volatility. With economic recovery inching along, all levels of government are feeling the pinch brought on by reduced tax revenue. With ever-shrinking budgets, many government entities have been forced to re-evaluate their resource allocations.

Our field is not immune to such sweeping and increasingly prevalent cost reduction measures. This is especially true at the local and state levels within regions hardest hit by economic downturn. In these communities, the budgets for public affairs and digital communications are being critically reassessed by civilian and political decision-makers as part of overall cost reduction.

Given the challenging economic times, it is increasingly important for government web managers to effectively communicate the value of their digital communications initiatives to senior decision-makers. The key is realizing that effectiveness does not always mean investing in an extensive report or bringing in independent auditors to verify findings. Instead, it often means delivering an effective high-level, in-person presentation to senior decision-makers.

In preparing for such an engagement, government web managers know that performance against qualitative and quantitative web metrics will be a key component of their presentation. However, the more experienced also understand the nuanced approach that is necessary to connect with audience members and convey findings in a simple and accessible manner to those not well versed in the field of web metrics. They therefore will take the time to respond to each question in a thoughtful and considerate manner - realizing that their success hinges not only on what they present in their slides, but also on how well they address the follow-up questions raised by the senior decision-makers.

I am often asked by friends and colleagues for good examples of how to deliver a web performance presentation to budgetary authorities. Kristy Fifelski, Web Services Manager for the City of Reno, provides one such example:

Do you know of any others? If so, please share an example or two below.