Outreach and Communication

1. Outreach and Communication Develop opportunities to stimulate change through effective communications and outreach techniques.

2. Major Topics • Effective and Ineffective Communication Approaches • Elements of a Communications Plan • Traditional and Non-traditional Delivery Mechanisms • Elements of Effective Public Involvement • Do’s and Don’ts for Public Outreach • Measuring the Effectiveness of Public Involvement

3. Effective Communication Approaches • Communicate New Knowledge • Part of a Broader Community/Enforcement Effort • Targeted and Tested • Longer-term • Use Interactive Methods • Concrete Steps to Avoid Danger

4. Ineffective Communication Approaches • Passive Messaging • Slogans • Education Programs • Short-term Programs with Low-Intensity Messages • Use of Extreme Fear or Scare Techniques

5. Elements of a Communications Plan • Determine the Target Audience • Knowledge level • Beliefs • Values • Motivation • Determine the Purpose and Develop an Appropriate Message • Modify • Stop • Start • Combination • Focus test messages

6. Elements (cont.) • Determine Delivery Mechanisms • Traditional Delivery Mechanisms • Paid and Unpaid Advertising • Print Articles and Broadcast Stories • Information Programs • Print Material (Posters, Brochures) and Outdoor Advertising • Guidebooks or Desk References

7. Elements (cont.) • Non-Traditional Delivery Mechanisms • Variable Message Boards / ITS Infrastructure • Online Advertising and Dedicated Websites • Social Networking (YouTube, MySpace, Facebook) • Blogs, Twitter • Identify Partners • Determine timeline

8. Refine Your Communications Plan • Get to Know Your Stakeholders • Learn about the Planning/Legislative Process • Understand the Media

9. Develop Media Materials • Develop Comprehensive Press Materials • Up-to-date press list • Media advisory • Follow up phone calls • News release • Develop a Media “Hook” • Evaluate Marketing Strategies

10. Resource Requirements • Staff • Advertising Budget • Print Budget • Event Budget

11. Effective Public Involvement Programs • Define Purpose and Objectives • Identify Affected Groups • Use Effective Techniques • Educate on the Problem and Solutions • Provide Feedback

12. Public Involvement Elements • Types of Public Involvement • Public meetings/hearings • Open houses/forums • Conferences/workshops • Key Players • Transportation and land use planners • Citizens • Elected officials

13. Public Involvement Tools and Strategies • Websites • Toll Free Hotlines • Material Distribution and Surveys • Presentations • Media • News releases and news events • Television, radio, and newspaper advertising • Billboards

14. Benefits of Public Involvement • Promotes Ownership • Draws on Public’s Knowledge and Views • Results in Decisions that Reflect Community Values • Enhances Agency Credibility • Builds Public Trust

15. Public Involvement Topics • Intersection Safety • School Zone and School Bus Safety • Law Enforcement Efforts • Work Zone Safety • Pedestrian Safety • Motorcycle Safety

16. Do’s and Don’ts for Outreach Initiatives • Present Information in a Creative, Non-technical way • Do Not Overwhelm with too Much Information • Be a Good Listener • Leverage Resources • Use Effective Marketing and Communication Approaches

17. Do’s and Don’ts (Cont.) • Flexibility • Strategic Planning and Thinking • Sensitivity to Diversity • Racial and ethnic minorities • Low income population groups

18. Measuring Effectiveness • Reasons for Evaluation • Public opinion • Effectiveness • Evaluation Framework • Evaluation Tools • Effectiveness Measures

19. Review • Effective and Ineffective Communication Approaches • Elements of a Communications Plan • Traditional and Non-traditional Delivery Mechanisms • Elements of Effective Public Involvement • Do’s and Don’ts for Public Outreach • Measuring the Effectiveness of Public Involvement

20. Exercise #11 PI&E Assessment