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Pilot program communications
Kristin Hull
Public Involvement Practice Leader
CH2M HILL
Communication goals
− Transparency. ODOT will share information about the successes – and failures – of the pilot project as it unfolds both from the perspectives of the agency and of the users.
− Clarity. The RUCPP includes a variety of technologies and choices. ODOT will use clear, understandable language to share information about the RUCPP so that interested stakeholders outside of the transportation and technology industries can understand it.
− Objectivity. ODOT will share balanced and objective information about the RUCPP throughout the pilot.
− Timeliness. ODOT will make information available to stakeholders throughout the program.
COMMUNICATION STRATEGIES
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Communications strategies: presentations
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Communication strategies: media
− Outreach to news media
− Earned media
Heartland Magazine, January 2013
Long Tail Pipe, January 2013
Legislature mulls how to tax electric and hybrid vehicles
Bend Bulletin, December 2012
Communication strategies: blog
Focus groups
− Held 6 focus groups
• 2 urban
• 2 rural
• 2 mixed urban and rural
− Focused on messaging and communications
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Communications strategies: video
LESSONS LEARNED
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LET USERS SPEAK FOR THEMSELVES. • They could say things that we couldn’t
• We edited lightly to ensure that users’ blog posts had a unique voice
• Cultivate a diverse set of spokespeople and champions
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REFINE AS YOU GO. LEARN WHAT WORKS AND WHAT DOESN’T WORK.
• Track media, blogs and comments for recurring questions
• Use FAQs, blog posts to test new messages
• Use most trusted messages in written pieces
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RECOGNIZE THE POWER OF THE BLOGOSPHERE. • Blog posts created traffic to our site
• Narrative from blogs – correct or not – was repeated
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LEAD WITH AND REPEAT YOUR KEY MESSAGES. • Replacement for the state fuel tax
• Applies only to highly fuel efficient vehicles
• One choice does not include GPS
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DON’T BOTHER WITH THE TECHNICAL DETAILS (UNLESS YOUR AUDIENCE REALLY NEEDS TO KNOW).
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STRATIFY YOUR COMMUNICATIONS BY AUDIENCE. Policy makers, general public, media, users all need different kinds of information 6
KEY MESSAGES
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Lessons that inform communications
− Community members care about the transportation system.
− The user pays principle still resonates.
− Choice and privacy matter.
− Community members want to see operations costs for highly fuel efficient vehicles remain lower than costs for conventional vehicles.
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Lessons that inform communications
− Community members continue to assume that administration costs will be high.
− Differentiate between what RUC participants need to know and what the general public needs to know.
− Address other perceived inequities in the way we pay for our transportation system.
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Contact: Kristin Hull, Public Involvement Practice Leader
CH2M HILL
[email protected] | 503-736-4160
Website:
www.roadchargeoregon.org
