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. QuickZone)– 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.i95newhaven.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-I74-NEWS)• Business survival kit (e.g. www.i235.com/business_kit.htm)

• Information kiosk center (e.g. Springfield Interchange)• Branding (e.g. Upgrade I-74, www.upgrade74.com)

What Did the Public Notice?(California DOT's Central Freeway Replacement Project)

0 10 20 30 40 50 60 70 80 90

Newspaper articles

TV News

Freeway signs

Radio Traffic reports

Radio news report

Word of mouth

Fold-out brochure

Newpaper Ads

Newsetters

Billboards

One-Page flyers

Banners

Radio "man in the street"

Other

Public meetings

Percent of respondents

SOURCE: California Department of Transportation.

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