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Data Governance Marketing, Part 2: Communications Vehicles

In my last blog, I contended that you need to market a data governance program to achieve success with it.  Congratulations: you’re now a marketer in addition to a DG specialist, which is practically a second job.  So now what?

Let’s assume you have established your DG “message.”  In other words, you need to be able to concisely answer the following questions:

  1. What is data governance?
  2. Why do we need it?
  3. What are the benefits of data governance?

Tip: write your answers down and say them five times.  If you can’t easily remember these points, you won’t be able to evangelize about data governance, and no one will ever recall what you said about it.

Be sure you have your strategy (roadmap, approach, timeline, DG calendar) mapped out, as well as the anticipated time commitment of SMEs and data stewards (whew – that’s a lot of planning!).  But you’ll be glad to have it all organized.

Now it comes down to the various communication mechanisms to convey your DG goals and messages.  Here are some channels to consider.

Collateral and Communications

  • PowerPoint Presentations — consider using graphics, animation and sound. Inform and entertain (i.e., “Infotain”) your audience – they are more likely to remember DG
    • Have a “10-Minute Overview” – for when you are guest speaker with limited time
    • And a 50-minute version – when you are keynote
  • E-mails & Internal Communications – have updates re. DG; provide a few DG and Data Quality metrics that show improvement (or how bad things are. Shock value helps get action)
  • Company-wide Intranet site (if available)
  • Internal Newsletter or Portal Articles
  • Elevator Sheets
  • Cafeteria Tent Cards
  • Company ‘TV’ broadcasts

Team and Enterprise Events

  •  Lunch and Learn sessions
  • Roadshows, Townhalls, Group Meetings
  • Participate in ‘Day One’ Employee Training; ongoing (mandatory?) formal Employee & Consultant Training
  • Monthly Stakeholder Meetings

Organization Constructs – joint participation with the following:

  • Project Management Office and their Gate or Sign-off reviews
  • IT Audits
  • System Development Life Cycle reviews
  • Risk Review meetings and Change Request
  • Other Committee Meetings

Executive Meetings

  • PR, Awards and Social Media — There’s significant interest in shared knowledge and experience in DG endeavors. Your industry colleagues want to hear your best practices and insights.
  • Industry Conferences and Events
  • Trade publications
  • IT awards
RELATED DOWNLOAD:  Toolkit:  How to Make Data Governance “Go Viral” at Your Organization


The key take-away is Repetition! Repetition! Repetition!  Your DG message – what, why, and benefits – needs to be relayed consistently over time, in many ways, to be absorbed and understood. When possible, tailor the benefits to the audience.  Identify the group’s key pain points related to DG as the form for remediation and use that as an example.  Once you’ve had a kick-off, enterprise-wide communications on a recurring basis (e.g., quarterly) is a good idea.

In our next blog in this series, we’ll explore the types of DG messages, materials and artifacts to be conveyed using these communication and marketing vehicles.