The SB/SE Outreach Initiatives Database or OID (search Outreach Initiatives Database on MySB/SE) contains a consolidated summary of current SB/SE outreach initiatives, delivery schedules and related products. SB/SE employees use the OID to retrieve information about SB/SE programs for external outreach. Servicewide initiatives that require SB/SE outreach delivery are also included on the database. The database also features a section visible only to SB/SE Communications staff for internal initiatives, communication plans, products, vehicle use, and other related information. Specialists are responsible for uploading communication plans and products for their respective programs and keeping the information current during delivery time frames. Products on the OID that are not for external distribution, such as talking points, should include an "internal reference" watermark.

Each quarter SB/SE Communications develops an updated list of outreach priorities and shares it with liaisons conducting education and outreach. A designated specialist requests updates through the team leads of each branch within SB/SE Communications. Other sources for suggested topics are CSO Headquarters and Stakeholder Liaison Field and other IRS business operating divisions. Team leads review the OID views for which their branch or group is responsible and, in consultation with the managers, work with specialist assigned OID views to determine which topics and views require updates, additions, or deletions from the priority listing. Topics for the priority list must have at least one product (e.g. talking points, PowerPoint) in the OID view. If the product in the view is not a PowerPoint presentation, the communication specialist needs to add a slide with the name of the topic to the view. Then, the designated specialist:

The Communications director's office is responsible for coordination and clearance for the SB/SE commissioner's messages to employees.

The communications specialists will work with their functional points of contact to identify successes/highlights/accomplishments for use in monthly executive messages.

By the first of each month, the communications specialist contacts the functional POC for a few sentences about a program success, highlight, group accomplishment, etc. (The POC ensures that it is approved by the function's director or designee; no further approval from the function will take place).

Within one week of being contacted, the POC provides success/highlight/accomplishment to communications specialists.

Communication specialists will share input with writers' cadre.

Writers' cadre lead will share topics with SB/SE senior ops advisor who will determine which success the monthly message will address.

The Communications writers' cadre will draft the monthly message with assistance from communications specialists, as needed.

Messages are issued on the last Friday of each month.

SB/SE Communications serves as SB/SE's liaison with the Large Business and International Operating Division, which coordinates requests under the IRS International Visitors Program (IVP).

The IVP provides foreign officials with opportunities to discuss tax administration matters with IRS officials and observe IRS operations. LB&I's IVP office uses specific guidelines for approving visits and briefings and generally works through a network of contacts in IRS operating divisions, including SB/SE, to facilitate these requests. The IVP office reviews each request to ensure it is from a proper government taxing authority from that country. Generally, private citizens are not approved for visits or briefings and are referred to other sources (e.g., a student studying in the U.S. working on an advanced degree, or research paper on U.S. taxation policy).

All requests for SB/SE participation in the IVP should be directed to the Communications project manager.

SB/SE Communications supports and helps deliver the IRS strategic plan by creating and implementing communication plans to:

Specialists in Communications fulfill specific program responsibilities listed in the contacts directory on MySB/SE.

The communication specialist assigned to a client, program, or initiative gathers information through research and by conducting client interviews. The specialist engages in an ongoing consulting relationship with the executive client or their staff to aid in accurately identifying business and communication objectives.

The specialist should use templates available on SharePoint to guide the discussion during the initial contact and to draft an appropriate communication plan.

A strategic communication plan is a results-driven plan of action with a measurable objective(s) communicating specific issues aligned with the business strategy. Features include, but are not limited to:

Not all assigned projects require strategic communication plans. For communication actions not requiring strategies, specialist may use a communication plan or a tactical plan, as appropriate.

The plan is a working document subject to change; therefore, specialists should mark it as "DRAFT" until approved by the client and the Director, Communications or his/her designee.

Plans require clearance, including:

The communication specialist will provide final, approved copies to the client, communication manager, project backup (Communications), and post the plan to the OID.

Communication plans are working documents, subject to change throughout their implementation. The communication specialist and business owner share responsibility to develop the plan, and the communication specialist is responsible for keeping it updated.

SB/SE communication specialists develop and maintain relationships with their counterparts in other IRS functions (i.e., W&I, LB&I, TAS) and share information, using appropriate channels.

When exchanging information with specialists outside SB/SE Communications, communication specialists must observe the chain of command and protocol for all divisions and functions. They should also use discretion in matters of policy to avoid requesting or disclosing sensitive or proprietary information.

Specialists assigned to a cross-functional project team that includes communicators from other divisions or functions may discuss matters pertaining to the project. Specialists should use discretion in discussing or exchanging information that exceeds the project's scope. When in doubt, the specialist should consult with the manager, team leader or other designated contact who may elevate the issue to the Director, Communications or designated official in the pertinent operating division or function.

This section does not apply to media contacts or queries.

SB/SE Communications strives to achieve clear, concise, and active communications. Writing style conforms to Associated Press standards. The Associated Press (AP) Stylebook is the designated writing style guide, supplemented by the IRS Communications Style Guide. Communication specialists also follow the guidelines of the Plain Writing Act of 2010. Resources for writers are on MySB/SE.

SB/SE Communications produces several communication vehicles that reach internal and external audiences and has access to non-SB/SE communication organizations' vehicles. Communication specialists select the most appropriate vehicle(s) to distribute information and coordinate with non-SB/SE communicators to reach audiences outside SB/SE. A chart with detailed information on communication vehicles is available on SharePoint.

SB/SE-owned communication tools and/or vehicles that reach internal audiences:

SB/SE communication specialists work with an internal liaison who consults with servicewide Internal Communications on using the following communication vehicles to reach all IRS employees:

SB/SE owns several communication vehicles that reach external audiences, including:

IRS Communications and Liaison Office offers several communication vehicles that reach external audiences. SB/SE communication specialists should coordinate placement through the SB/SE communication specialist or branch chief who serves as the liaison with the C&L program owner for each of the following vehicles:

The Planning and Support Branches are responsible for developing, finalizing, and distributing communications that reach targeted external audiences, including small businesses, industry groups, employers, and tax professionals, using specific communication vehicles. Products are distributed directly to the target audience and/or through SB/SE functions with stakeholder relationships, such as Stakeholder Liaison, Media Relations, and others.

The Planning and Support Branches are responsible for developing, finalizing, and distributing communications that reach targeted internal audiences. Products are distributed directly to the target audience through SB/SE internal communication channels or distributed using appropriate non-SB/SE IRS communication channels.

The internal SB/SE channels include MySB/SE web pages, Connection newsletter, Headline News, Managers’ Messages, Morning News Break and other products as needed.

Designated coordinators send story ideas, photographs, completed stories, and their accompanying links as well as other submissions to the assigned SB/SE communications specialist or designated co-specialist. Communications specialists determine the appropriate channel for disseminating the information.

The Planning and Support Branches (PSB) are responsible for coordinating with servicewide Communications and Liaison on communications that are nationwide in scope and appropriate for distribution to the general public through the news media. Communication products may include news releases, fact sheets, tax tips, and other vehicles owned by Headquarters Media Relations.

A media inquiry is a request by the news media for information they may need for a news story. Inquiries include requests for official comments, interviews, and fact checking.

Due to the sensitive nature of media inquiry, timely and accurate action is essential.

All social media practices in SB/SE should fall within the guidelines and policy issued by the Communications and Liaison Social Media Branch.

See IRM 11.1.3, Contact with the Public and the Media, regarding current IRS social media policy, IRM 10.8.27, Information Technology (IT) Security, regarding Internal Revenue Service Policy On Limited Personal Use Of Government Information Technology Resources, and IRM 6.800.211(4), Computer Security Requirements, regarding the prohibition on the use of personal computers to conduct IRS business.

The Web Communications Branch develops and maintains the MySB/SE structure and environment. In addition, the branch establishes and maintains policies and the Web Standards and Guidelines for publishing content.

The Visual Communications Group (VCG) manager reports to the Chief, Web Communications Branch. The SB/SE VCG is responsible for SB/SE video production. The following is detailed guidance about video production, YouTube, webinars, and video posting.

The use of videos and webinars across the Service serve as important tools in our efforts to reduce travel costs for training and face-to-face meetings. Our video and webinar efforts are a great resource as we produce a variety of internal and external communications that provide training and information for employees, taxpayers and practitioners. However, based on the current budget situation, the Service needs to evaluate all expenditures to ensure they are critical to advancing the Service's mission.
• Video and webinar requests must be reviewed by the Servicewide Video Editorial Board (SVEB) and receive approval prior to starting production. See Deputy Commissioner, Operations Support, memos dated February 21, 2013 and March 7, 2013.
• In addition to the SVEB, the business unit head of office, a business unit executive and ultimately the Deputy Commissioner for Operations Support must review and approve video and webinar projects prior to starting production.
• Freelance video production is prohibited. Simply put: the only people authorized to make IRS video for any reason are those in the SB/SE Video Communications Group or the C&L Corporate Television Studio. If you have any questions, contact the VCG manager.
• Video covered by this policy include training and education videos, webinars, vignettes, videos for external placement on YouTube, IRS.gov and related web sites, and any other ad hoc taping or photography projects done by either IRS or contractors. Simple leadership messages to employees are exempt from needing SVEB approval.

An IRS YouTube video must be short, compelling, simple, helpful, and professional. Good topics for YouTube video will have wide appeal among the general public.
• YouTube videos are shot at the IRS TV studio in New Carrollton.
• When considering a YouTube video topic, review the IRS YouTube channel to make sure the topic has not already been covered. Also, VCG can do a quick check with Communications & Liaison to ensure the topic is acceptable. An online VCG project request form must be completed and approved.
• All YouTube scripts begin by saying "HERE'S A TIP FROM THE IRS. (one second pause) HI… I’M (FIRST NAME) AND I WORK FOR THE INTERNAL REVENUE SERVICE." Do not deviate from this. And most YouTube scripts will end with, "FOR MORE INFORMATION. GO TO WWW.IRS.GOV." The VCG manager can provide a template for YouTube scripts.
• In addition, text should be in all caps and double-spaced and each sentence must be its own paragraph. Each paragraph must be indented five spaces; commas are expressed as ellipses; acronyms are expressed in broadcast style with hyphens separating the letters, i.e. (A-C-A or O-I-C). The title can be no more than 60 characters, including spaces; the tags can be no more than 120 characters, including spaces -- in the tags section, take out the spaces after commas.
• After the video is shot and edited, the YouTube client and C&L reviews it again before it is captioned and posted. Post-production takes two to three weeks. The IRS has its own YouTube channel. On the IRS YouTube channel is a Small Business playlist where most SB/SE YouTube videos are posted.

A webinar is a presentation or classroom-type lecture transmitted over the Web. In SB/SE, webinars are used to reach tax practitioners or small businesses with important outreach topics.
• All webinar topics must be submitted through the CSO Webinar Planning Team for approval. An online VCG project request form must be completed 12 weeks prior to the event and approved by the VCG manager.
• The Communication specialist should advise the production manager ASAP if the client is requesting Continuing Education credit for webinar attendees. The production manager will work with the communication specialist to complete Form 8498, Continuing Education Provider Application and Request for Provider Number and submit it to the IRS Return Preparer Office for approval and assignment of a provider number.
• The webinar interface is a dual screen with video or audio (talking head and perhaps b-roll or a still image) on the left and a PowerPoint presentation on the right. A script and PowerPoint presentation need to be submitted to the production manager. The PowerPoint needs to help reinforce key items that are mentioned in the script. The PowerPoint must be 508 compliant and very simple. Also, a short description of the webinar topic and a picture with a short bio of the presenter(s) needs to be provided with the script.
• The length of a webinar script can be anywhere from 20 minutes to one hour, which can include the Q&A session. The Q&A session is conducted live on the same day the webinar airs. The Q&A session is an online process that can be done remotely. The recording session for a webinar takes about three to five hours to complete.
• Webinars are archived on the IRS Video Portal website for later viewing. This process takes approximately three weeks from the original broadcast date.

Posting a video on an external or internal web site is completed only after video the client submits a request to the VCG database and the request is approved by the VCG manager. Internal videos are linked or embedded on specific locations on the IRS intranet under each operating division. External videos are posted on the IRS YouTube channel or the IRS video portal.
• All videos posted on MySB/SE and/or IRS.gov must meet the specifications listed on the VCG database home page.
• If the video file is too large to be sent as an attachment in an email, contact VCG.
• A text transcript of the video is required and must be submitted as a Word document (DOC) or Text file (TXT). All submitted transcripts must be edited, reviewed, and technically correct before posting. Unedited transcripts will be returned to the submitter.

Visual communications projects place specialists in a number of different roles to coordinate the process of creating a multimedia product. The following is a brief description of key roles:
• Functional coordinator - The person or function requesting multimedia services through the communication specialist. The functional coordinator is the communication specialist's client. For example, a Collection or Exam specialist would be a functional coordinator.
• Communication specialist - The SB/SE Communications specialist providing communications support to a particular function. The communication specialist is the production manager's client.
• Production manager - The person the VCG manager assigns to provide overall coordination of the multimedia project. The production manager is the TV producer's client.
• TV producer - The person IRS Corporate TV assigns to coordinate the technical aspects of the production.
• Webinar outreach manager – an SL who coordinates outreach regarding a webinar. This person works with the VCG, production manager and communications specialist to ensure appropriate promotion for the webinar. This person also ensures awarding of CE credit as appropriate

The Web Communications Branch assigns contributor and editor permissions using information provided by the MySB/SE content board members, program managers, or program executives. Anyone granted authoring rights on MySB/SE must attend a training session and must self-certify they have reviewed and understand all policies covered in the MySB/SE Web Standards and Guidelines before access privileges are granted. Contributors and editors self-certify by sending an email to the managing editor of MySB/SE.

SB/SE Web Communications Branch will remove the access rights of anyone who consistently ignores or circumvents the MySB/SE Web Standards and Guidelines, templates, or established architecture.

Content providers must attend "Writing for the Web" training prior to posting content on MySB/SE. It is highly recommended that content providers attend other Web publishing training as well.

Web Communications provides Contracting Officer’s Representative support for Web Communications contract.

The SB/SE Communications Division is responsible for supporting the multimedia needs of SB/SE functions. Support includes developing videos for training and executive messages, other audio-visual needs, and webinars for outreach that further SB/SE's mission and goals.

Communications staff works with SB/SE functional staff to develop a concept, script, and production schedule for each project. Most video projects require coordination with IRS Corporate Television.

There is a centralized fund for audio-visual production within CSO to pay for production of videos, webinars, and audio projects for all SB/SE components. (Webinar streaming is funded by a separate contract and webinar topics are subject to approval from the CSO Webinar Planning Team.)

Video projects require sufficient time to allow for planning, scripting, shooting, and post-production work. . Ideally, video and webinar projects should be included in the overall communication plan for each function to ensure adequate funding. VCG may have difficulty obtaining funding for a project that is not in the overarching plan at the beginning of the fiscal year. Therefore, it is important that clients meet with Communications staff early in the project to allow enough time for a quality production. Acceptable planning times range from about two months to five months, depending on the complexity of the project.

A fairly new video option is the use of Captivate software to produce presentations with audio, video and slide content at little or no cost. Typical Captivate projects would demonstrate filling out a form or navigating a website. Customers interested in this option should contact the VCG manager for more information.

The VCG is the liaison with Publishing Services for all CSO printing requests including outreach products.

Publishing Services manages the Service's printing, design and publishing requirements. Publishing assists in the planning, producing, and procuring of all print and media products used by the public.

A communication specialist whose client expresses a need for a printed product should contact the VCG to discuss the product, design services, cost estimates, due dates, and distribution patterns. Before taking any publishing action, the client must complete Form 1767, Publishing Services Requisition.

The specialist or client should email Form 1767 to the assigned Visual Communications specialist for approval and signatures.

The VCG specialist will forward the Form 1767 to the printing specialist in Publishing Services assigned to CSO for action.

The New Carrollton Copy Center can handle most low to moderate volume copying and duplicating needs.

For photocopying requests, the specialist needs to complete Section C of Form 1767 and email along with the file to the VCG specialist for action.

Role: The Web Communications Branch Chief and the MySB/SE managing editor make final determinations on content appropriateness, format issues, style, grammar, picture/graphic layouts, and more for the entire SB/SE intranet site. The Web Communications Branch Chief and the MySB/SE managing editor may make changes to any content on the SB/SE intranet as needed, and will consult with content owners about such revisions or changes

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