SWE - Fall 2008 - (Page 19)

VIEW FROM THE EXECUTIVE SUITE Changing the Conversation EXECUTIVE DIRECTOR & CEO: Betty Shanahan, CAE, F. SWE SWE BOARD OF DIRECTORS: President/Virginia Connolly, P.E. Medtronic A President Elect/Nora Lin, Northrop Grumman Electronics Systems Secretary/Fran Stuart Retired Treasurer/Joan Graf Qwest Communications Directors/ Bernice Brody, Professional Development, IBM Melissa Tata, External Affairs, Dell Inc. Siddika Demir, Education, Genentech Erin McGinnis, Membership Initiatives, Boeing Space and Intelligence Systems Director of Strategic Initiatives/Karolyn Tiefenbach, Retired Transoma Medical Director of Regions/Alyse Stofer Speaker of the Council/ Diana Joch Northrop Grumman Mission Systems cross the board, engineering organizations invest heavily in outreach, communications, and educational activities. In 2002, the National Academy of Engineering estimated that engineering societies spend $400 million each year — not including the value of volunteers’ time — toward these ends. Despite this outlay, an insufficient number of students pursue careers in engineering and technology. There is severe underrepresentation of women, ethnic and racial minorities, people with disabilities, and people who are gay, lesbian, bisexual, or transgender. According to the Committee on Public Understanding of Engineering Messages, National Academy of Engineering, effective communication is key to improving the impact of our outreach programs. With funding from the National Science Foundation, the NAE made a concerted effort using market research techniques to discover how to improve the public image of the profession. The results have just been published. Changing the Conversation: Messages for Improving Public Understanding of Engineering is available for download at www.nap.edu. he project began with a communications audit that found that current communications are ad hoc, uncoordinated, skew toward older audiences, have mostly local impact, use inconsistent tactics, and are not well-tested. Using proven marketing techniques and experts, the NAE study found the inconsistencies between how outreach programs typically portray engineering and the types of messages that resonate with our target audience. The report concluded that we should: I Recast our positioning from a focus on the skills needed and the personal benefits that come from being an engineer to an emphasis on how engineers make a difference in the world I Frame the discussion in terms of ideas and impact I Change from describing a world of challenging math and science to a world of making a difference I Position the engineering experience as one of discovery, design, imagination, innovation, and contribution, rather than math and science challenges The NAE recommends that the engineering community begin using tested messages in a coordinated communications strategy. The four messages that tested best, particularly with women and ethnic and racial minorities, are: engineers make a world of difference; engineers are creative problem-solvers; engineers help shape the future; and engineering is essential to our health, happiness, and safety. For this research to have an impact, all members of the engineering community engaged in outreach must put aside our customary messaging and adopt those recommended by the NAE. Let’s make SWE a leader in impactful outreach, familiarizing ourselves with the report and reshaping our current programs based on its valuable insights. Collegiate Representative/ Brittney Elko The Clorox Company T FOR MORE INFORMATION, contact: The Society of Women Engineers 230 E. Ohio St. Suite 400 Chicago, IL 60611 312-596-5223 Fax 312-596-5252 http://www.swe.org E-mail: hq@swe.org Visit our Web site at: SWE (ISSN 1070-6232), Magazine of the Society of Women Engineers, is published quarterly with an extra issue in October by the Society of Women Engineers, 230 E. Ohio St., Suite 400, Chicago, IL 60611. Annual subscription rates: SWE members,$10.00 included in dues; SWE student members, $7.50 included in dues; non-members, $30.00. Periodicals postage paid at Chicago, IL and additional mailing offices. POSTMASTER: Send address changes to: SWE, c/o Society of Women Engineers at the above address. Copyright 2008 Society of Women Engineers Betty Shanahan, CAE, F. SWE SWE Executive Director & CEO SWE FALL 2008 19 http://www.swe.org http://www.nap.edu http://www.swe.org

Table of Contents Feed for the Digital Edition of SWE - Fall 2008

SWE - Fall 2008 Heritage Club Contents Farewell Message from FY08 President Michelle Tortolani Congratulations SWE Magazine A Conversation with FY09 President Virginia Connolly, P.E. Introducing the FY09 Board of Directors View from the Executive Suite Editor's Page Public Policy Update SWE Retention Study, Part 6 Membership Information & Calendar A&B SWE Member Kristina Johnson First Woman to Receive John Fritz Medal University Labs Fuel a New Era in Energy Women Engineering Leaders in Academe 2008 Opening the Gateways to Engineering Your Collegiate Section History is Waiting to Be Discovered Honoring the Legacy of Ada Pressman, P.E. Report from WEPAN Engineering World Proposed Bylaws Amendments Point of View Correction Career Toolbox Corporate Partnership Council Book Review SWE Smiles In Memory Opportunity Index SWE Scrapbook

SWE - Fall 2008

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