Communicating the Value of Preservation: A Playbook (2012) / Chapter Skim
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Pages 41-53
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Communicating the Value of Preservation: A Playbook 41 5. Message Delivery No matter how clever your preservation messages are, without the right delivery tactics, they won't reach the minds of your audience at the right time and motivate them to action.
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42 Chapter 5. Message Delivery Checklist of Critical Activities Create foundation with internal message delivery strategy Create or refine direct audience contact strategy Create or refine traditional media strategy Create or refine new media strategy Step 1: Internal Message Tactics Most of this Playbook's guidance is about communicating beyond the doors of your own state DOT.
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Communicating the Value of Preservation: A Playbook 43 Step 2: Create/Refine Direct Audience Contact Strategy Message delivery options for direct audience contact are easy to implement, low cost, and very much a part of successful preservation message delivery; they range from formal speaking engagements to looser formats like open dialogue sessions or "closed door" meetings. If used on a regular basis, direct audience contact is a powerful delivery tool because no filter comes between you and the audience, you usually have time to explain your message in depth, and you get immediate feedback on whether your messages are working.
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44 Chapter 5. Message Delivery • Seek Out Speaking Opportunities -- Engagement opportunities for reaching your audience directly vary widely; look for opportunities not just in the state capitol, but across the state: · Feature Preservation at "Grasstops" Forums -- Your strategy should emphasize regular contact with grasstops audiences, either as special preservation events or as part of other functions.
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Communicating the Value of Preservation: A Playbook 45 itself as a "partnering platform for all issues related to pavement preservation." The PPTG meets about twice a year. Another example is Wisconsin's Transportation Development Association, which is a statewide alliance of 400-plus transportation stakeholders that has as its mission development and maintenance of a strong, interconnected transportation network that will support a robust economy and enhance the quality of life for everyone in Wisconsin.
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46 Chapter 5. Message Delivery • Blend Preservation Messages into Other Events -- Maintenance and preservation of highways casts a wide shadow, with real impacts on and benefits for travel safety, mobility, and economic development.
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Communicating the Value of Preservation: A Playbook 47 direct audiences to new media communication channels like your website or a news-sharing service. Some examples of print materials from DOTs and other organizations are included in Appendix B
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48 Chapter 5. Message Delivery background video footage, which can be voiced over from an accompanying fact sheet.
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Communicating the Value of Preservation: A Playbook 49 Step 4: Create or Refine Your New Media Strategy New media channels are a rapidly evolving way for DOTs to communicate. Commonly defined as internet-based media, new media has evolved over the last decade from an emphasis on email and modest websites into a much wider portfolio of information channels including blogs, YouTube, podcasts, Twitter, Facebook, and other electronic tools.
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50 Chapter 5. Message Delivery • Websites -- Your DOT's website offers the potential to communicate preservation messages in a wide range of styles.
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Communicating the Value of Preservation: A Playbook 51 • YouTube Clips -- You can use short video or audio clips to communicate the value of preservation and related issues in succinct sound bites. Generally, these materials can work either as standalone products or as part of a wider campaign.
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52 Chapter 5. Message Delivery · Facebook -- Facebook has more than 750 million active users sharing over 30 billion pieces of content each month.
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Communicating the Value of Preservation: A Playbook 53 Message Delivery Conclusions Message delivery options come in many shapes and sizes. You must use all or many of them to create a surround sound campaign that gets your message heard and seen and remembered.
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