The Suitland Files: Inside The Census Bureau (Part 2)
I apologize for taking so long to post the second half of the series that I started nearly two weeks ago, but I’ve been traveling extensively and things were getting quite hectic. Without further ado, I present to you an inside look into my meeting with top communications/public relations/press officials at the Census Bureau’s HQ in Washington, DC:
After making idle chit-chat about Europe, climate change, and Dr. Groves’ travel habits (like any good reporter, I try to extract information wherever possible) for more than half an hour with two private security guards inside their security booth on the perimeter of the Census Bureau’s fenced off headquarters (they refused to let me sit on a bench outside even though it was a warm day…), I was greeted by Derick Moore (who Steve Jost authorizes to make the official Census Bureau comments on MyTwoCensus posts) and Eun Kim, a new Census Bureau PR official who until very recently was a DC reporter for Gannett (hmmm…I wonder why she jumped over to the dark side…).
After clearing a round of metal detectors, I made my way up the elevator with my two aforementioned handlers. I was led to a waiting room where I made some chit chat with Derick and Eun who each told me about their careers in private sector media. (I pray every day that the allure of a solid government salary with good benefits doesn’t one day catch up with me too…) Steve Jost, chowing down on a sandwich and french fries, returned and had us follow him into his office. We all sat down, with me at the head of the table. With white hair and a bit of scruff on his face, Jost wasn’t the devilish and egotistical Nazi I expected he might be, but rather a jovial guy who immediately poked fun at my comments about him on this site. I replied that I made those comments when I was thousands of miles away in the safety of my own home, and I had never expected to be sitting down with him in person. But I had no regrets. My job is to be a watchdog, and a vigilant watchdog I will be.
Last to arrive at our meeting was Stephen Buckner, the mouthpiece of the 2010 Census (spokesman) who had the boyish charm of a high school quarterback. I’m sure that fifteen years ago he easily cruised his way to a victory during elections for homecoming king.
Jost was the leader of this round-table, so between french fries he started firing off all of the positive accomplishments that he and his team have made, while clearly avoiding any of the shortcomings. Here’s a rundown of the most interesting things that he said:
1. High unemployment rates and homeowners losing their homes to foreclosure will cause problems with the 2010 Census.
2. The hardest group to count is “young, unattached people” who move frequently, only have cell phones, are between jobs or studies, etc. — NOT immigrants or minorities, as one might expect from all of the Census Bureau’s hard-to-count group advertising…(MyTwoCensus will investigate this further in the near future!)
3. The Census Bureau has created a series of ads using pop music…get ready to find these on your TV screens starting in early January.
4. The participation rate in the Census increased for the first time since 1970 in 2000, despite general trends that fewer and fewer people are involved in civic activities like voting, performing jury duty, etc. Hopefully they can once again reverse this trend in 2010.
5. 95% of media consumers will be reached multiple times by 2010 Census advertising campaigns.
6. 53% of 2010 Census advertising is local. 47% is national. (Note: MyTwoCensus has not heard back yet as to whether our proposal to let the Census Bureau advertise for the 2010 Census on this site was accepted…)
7. Spoiler Alert: Sesame Street will be featuring a 2010 Census storyline via The Count and Rosita characters.
8. 2010.Census.gov was redesigned.
9. Though 173 forms of social media have been integrated with Census Bureau awareness efforts, no I-Phone Application has been created for the 2010 Census.
10. The 2010 Census forms will be mailed to all households in America (hopefully) on March 17, 2010. (Let’s hope drunken St. Patty’s day revelers don’t interfere with the efforts of the U.S. Postal Service…)
11. When selecting advertisements for the 2010 Census, the Census Bureau asks the creative directors of 12 different advertising firms to submit proposals via a “creative rumble.”
12. Hopefully there won’t be a repeat of the 2000 Advance Letter Debacle in 2010…
13. There will be extra Census Bureau staff in New Orleans to personally hand deliver 2010 Census questionnaires to every household.
14. The address canvassing portion of the 2010 Census provided data that there are approximately 134 million individual housing units in the US, down from original estimates of 140 million.
15. Many addresses in places like Las Vegas where construction on homes was started but never finished have been deleted from the 2010 Census rolls.
16. Very, very, very few people hired to work for the Census Bureau as temporary workers have quit during the 2009-2010 cycle, as other jobs are extremely scarce.
17. On November 17 at 9:30am, Dr. Robert M. Groves will be holding his next monthly “State of the 2010 Census” address…
I was given some handouts (drawings of a 2010 Census logo on a NASCAR racecar that will be unveiled soon), portions of powerpoints (that showed me data about levels of Census participation), and had the opportunity to see one of the hip-hop music based commercials that was recently shot in LA and will soon be airing nationwide. It was a smooth operation, and my questions were answered well. Were the answers necessarily honest? No. But did the PR team effectively do their jobs to give give off the image of squeaky clean 2010 Census communications operations? Absolutely.
Tags: 2000, 2010.census.gov, Census.gov, Count, Derick Moore, estimates, Eun Kim, Gannett, headquarters, I-Phone, Louisiana, media, New Orleans, NOLA, Postal Service, Raul Cisneros, Robert M. Groves, Rosita, security, Sesame Street, social media, St. Patty's Day, Stephen Buckner, Steve Jost, Suitland