Module 5-4 0 Outreach and Communication Develop opportunities to stimulate change through effective communications and outreach techniques.
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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
20
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