Module 5-41

Outreach and Communication

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

Module 5-42

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

Module 5-43

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

Module 5-44

Ineffective Communication Approaches

Passive Messaging

Slogans

Education Programs

Short-term Programs with Low-Intensity Messages

Use of Extreme Fear or Scare Techniques

Module 5-45

Elements of a Communications PlanDetermine the Target Audience • Knowledge level

• Beliefs

• Values

• Motivation

Determine the Purpose and Develop an Appropriate Message• Modify

• Stop

• Start

• Combination

Focus test messages

Module 5-46

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

Module 5-47

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

Module 5-48

Refine Your Communications Plan

Get to Know Your Stakeholders

Learn about the Planning/Legislative Process

Understand the Media

Module 5-49

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

Module 5-410

Resource Requirements

Staff

Advertising Budget

Print Budget

Event Budget

Module 5-411

Effective Public Involvement Programs

Define Purpose and Objectives

Identify Affected Groups

Use Effective Techniques

Educate on the Problem and Solutions

Provide Feedback

Module 5-412

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

Module 5-413

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

Module 5-414

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

Module 5-415

Public Involvement Topics

Intersection Safety

School Zone and School Bus Safety

Law Enforcement Efforts

Work Zone Safety

Pedestrian Safety

Motorcycle Safety

Module 5-416

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

Module 5-417

Do’s and Don’ts (Cont.)

Flexibility

Strategic Planning and Thinking

Sensitivity to Diversity

• Racial and ethnic minorities

• Low income population groups

Module 5-418

Measuring Effectiveness

Reasons for Evaluation

• Public opinion

• Effectiveness

Evaluation Framework

Evaluation Tools

Effectiveness Measures

Module 5-419

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

Module 5-4

Exercise #11 PI&E Assessment

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