The National Academies Press

Currently Skimming:

Pages 1-17

The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.

From page 1... ... Communicating the Value of Preservation: A Playbook 1 1. Playbook Welcome This Playbook is for engineers, planners, policymakers, public affairs officials, and anyone else in a state transportation agency who seeks guidance on how to close the gap between understanding the importance of highway preservation and being able to successfully communicate that value to leaders inside their agency and to the agency's most important outside stakeholders. Read the entire page →
From page 2... ... 2 Chapter 1. Playbook Welcome Before you read more about the building blocks, you'll probably find it helpful to get a quick refresher about the value of preservation and why DOTs sometimes struggle to communicate that value: • Preservation Is a Growing Issue Across the Nation -- Recent studies of highway preservation in the United States reach similar conclusions; the costs to individual users and to the nation of inadequate maintenance of America's highway system are high and they continue to increase. Read the entire page →
From page 3... ... Communicating the Value of Preservation: A Playbook 3 • DOTs Must Rethink Preservation Communication Practices -- DOT staff sometimes grumble that the lack of public, or even internal, support for preservation contradicts the powerful evidence for its importance. But, the hard truth is that the DOT community does not forcefully press the preservation case. Read the entire page →
From page 4... ... 4 Chapter 1. Playbook Welcome issues. Read the entire page →
From page 5... ... Communicating the Value of Preservation: A Playbook 5 A clean design, memorable image, and catchy title speak to the audience. 1 1 1 Don't assume your audience knows what you know -- this is a common misperception, even in DOTs. Read the entire page →
From page 6... ... 6 Chapter 1. Playbook Welcome W W t D r H s O f s c c w C M S o f le a W P b W b here We A e've come a han half of o uring the 19 econstructio owever, tha ince 2003. ver the past eedback from urveys and ro ustomers exp ondition at a e're droppin hanging Ou eeting our t  Wher  What  When ome will adv ne that if fol irst means se vel before it pplying the r e Can Save reservation i e rehabilitat hen we act acklog of nee re long way sin ur roads were 80's and 199 n of nearly 4, t trend has b four months users all acr ad rallies. W ect 85% of o ll times. As th g below that r Approach arget perform e should we s should we sp should we s ocate for a w lowed for too rious damag will receives ight treatme Money an s cheaper pe ed, we can sa also matters. Read the entire page →
From page 7... ... Communicating the Value of Preservation: A Playbook 7 A PENNY PAVED IS A PENNY EARNED THE PHOENIX PROJECT: Rebuilding Highways and Investments 41 1 4 A refined logo will give external audiences something to identify with. A refined logo will give external audiences something to identify with. Read the entire page →
From page 8... ... 8 Chapter 1. Playbook Welcome Links to social media. Read the entire page →
From page 9... ... Communicating the Value of Preservation: A Playbook 9 Fact Sheet A timeline demonstrates the connection between technical data, citizen input, and investment. 5 Scenario 2: The DOT leadership understands that they will need support from the governor's office. Read the entire page →
From page 10... ... 10 Chapter 1. Playbook Welcome Press Releases MEDIA CONTACT Name Title Direct Phone or Cell Phone E‐mail PRESERVING THE TRANSPORTATION SYSTEM IS FOCUS OF THE NEW (STATE) Read the entire page →
From page 11... ... Communicating the Value of Preservation: A Playbook 11 Social Media 1 1 Use the power of social media to broadcast. Layer simple and complex content to set it up, and continue to update content. Read the entire page →
From page 12... ... 12 Chapter 1. Playbook Welcome Billboards Not Much Good Comes from Bad Roads Partners can advocate and spend money in ways DOTs cannot, so leverage strong relationships. Read the entire page →
From page 13... ... Communicating the Value of Preservation: A Playbook 13 External Presentations Branding effort begins as slogan and logo is utilized in title of presentation. Use strong images with a clear analogy.3 1 Use clear, personal language to connect with your audience.2 Scenario 1: As part of the initiative, a presentation is developed for delivery to external partners and audiences. Read the entire page →
From page 14... ... 14 Chapter 1. Playbook Welcome The presentation has an urgent tone. Read the entire page →
From page 15... ... Communicating the Value of Preservation: A Playbook 15 Scenario 2: A handout highlighting the task force's efforts is developed to support the presentation. Rebuild Roads Now to Avoid Costly Increases Later Start investing as little as 25 cents a day now to reclaim our roads, jump start our economy with immediate construction jobs and make more competitive…OR let our highways and opportunities crumble and pay $4 per day later. Read the entire page →
From page 16... ... 16 Chapter 1. Playbook Welcome From: DOT Secretary [mailto: DOT@pennypaved.org] Read the entire page →
From page 17... ... Communicating the Value of Preservation: A Playbook 17 Op-eds Op-eds should be authored by a respected local business leader. 2 Reference other prominent issues of the day for an effective op-ed piece. Read the entire page →

From page 1...

... Communicating the Value of Preservation: A Playbook 1 1. Playbook Welcome This Playbook is for engineers, planners, policymakers, public affairs officials, and anyone else in a state transportation agency who seeks guidance on how to close the gap between understanding the importance of highway preservation and being able to successfully communicate that value to leaders inside their agency and to the agency's most important outside stakeholders.