Public Outreach Practices Lessons Learned from an Informal Survey Jakia Torrence and Will Mallett
Introduction • We undertook an informal study of ~30 work zones around the country to discern good practices • Asked about situation of work zone – Duration, location, etc • Asked about public outreach related to travel (not outreach related to project itself) • Developing guidance document for FHWA • Today we’ll share observations on best practices and lessons learned
A Plan is Best (see handouts) • Needs • Resources • Partners • Audiences • Message • Communication methods • Communication timing • Evaluation, including mid-course correction
Needs Are Different • Public outreach effort determined by scale and nature of project: – Facilities affected, duration – Amount of delay, anticipated safety problems – Special conditions such as heavy truck traffic, weather – Disruptions of other modes e. g. airport traffic – Evacuation/hazmat route – Number and location of emergency responders affected (hospitals, fire stations, military) – Number and location of businesses and residents affected – Number and location of planned special events affected
Do Your Homework • Information gathering – Agency sources – Analytical tools (e. g. Quick. Zone) – Survey of travelers – Community meetings – May be ongoing effort
Exploit A Wide Range of Resources • Diversity of resources – In-house expertise – Some contracted with public relations firm – Existing IT (e. g. website) and ITS (e. g. cameras, VMS) – Partners - Other state and local agencies, elected officials - Major employers - Transportation Management Associations (TMAs), business associations, neighborhood associations - Traveler information providers - Planned special events coordinators
There Are Many Audiences • Types of travelers – Pre-trip, enroute – Personal (commute, non-commute, long distance) – Commercial (local, long distance truck drivers) • Types of attractors – Major employers, malls, business districts, other modes, planned special events • Types of people – Residents, workers, small business owners, limited English, elderly, children
Variety of Messages • Safety first – Workers, motorists, others • How to minimize delay and frustration – Work zone details – Travel times and delays – Alternatives (mode, route, timing, destination) • We care – Public acceptance – Building trust – Relationship building
Many Methods of Communication • • • Project website Email alerts Web-connected traffic cameras Direct mail (community contact letter, other materials) Brochures/flyers/factsheets Newsletter Public meetings/workshops/events Project model display with related information Newspapers advertising and articles TV advertising, articles, traffic spots Radio advertising, articles, and traffic spots • • • • Maps Employee newsletters Video CB radio network (for truckers) Information center or kiosk Billboards Project hotline 511 Dynamic Message Signs (DMS) Highway Advisory Radio (HAR) Personal contacts Press kit Business survival kit Branding
Examples of Communication Methods • Website – (e. g. Katy Freeway www. katyfreeway. org) – Cameras – Email alert • Printed flyers, brochures, newsletters (see handouts) • Dynamic Message Signs (e. g. Central Arkansas) • Mass media – Free (“earned media”) (e. g. I-64 in Louisville, KY) – Paid Advertising (e. g. I-64 again, Upgrade I-74 in Peoria) – Press kit (Upgrade I-74 again)
Communication Methods (cont. ) • Maps – Web-based (e. g. I-95 New Haven, www. i 95 newhaven. com/flash/improvements. html) – Printed (e. g. Dallas High Five) • Direct Mail (e. g. Mission Street newsletter) • Project hotline (e. g. Upgrade I-74 at 1 -866 -I 74 -NEWS) • Business survival kit (e. g. www. i 235. com/business_kit. htm) • Information kiosk center (e. g. Springfield Interchange) • Branding (e. g. Upgrade I-74, www. upgrade 74. com)
What Did the Public Notice? (California DOT's Central Freeway Replacement Project)
Timing is Everything • Before – General details, where to go for information • During – Specific details, timing important • After – Project is completed!
Lessons Learned • Plan early and often • Spending on outreach not frivolous • • • Partners are important Define your audiences Define messages Use variety of methods Communicate before, during, and after • Evaluate effectiveness
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