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From page 6... ... 6 S E C T I O N 3 Strategic communications, particularly with respect to building public support for a transitpriority project, are by no means a formulaic exercise. Any successful strategic communications program will be tailored to meet the needs of unique public audiences and will incorporate different communication methods in order to do so. Read the entire page →
From page 7... ... Strategic Communications Toolkit 7 STRATEGIC COMMUNICATION SOLVES PROBLEMS Project Conception Transit-priority project identified as best solution Successful implementation of the project Public, political, or media opposition to a project can derail it or substantially alter desired outcomes. Strategic communication about the purpose, details, and development process of a project can help avert the negative consequences of intense opposition. Read the entire page →
From page 8... ... 8 Strategic Communications to Improve Support for Transit-Priority Projects: Report and Toolkit DECISIONS FOR STRATEGIC COMMUNICATIONS What are the goals? What needs to be communicated? Read the entire page →
From page 9... ... Strategic Communications Toolkit 9 OVERVIEW OF COMMUNICATION METHODS Central to any communications strategy are the methods of communication used. Transit agencies have a broad range of communications strategies at their disposal. Read the entire page →
From page 10... ... 10 Strategic Communications to Improve Support for Transit-Priority Projects: Report and Toolkit EXAMPLES OF COMMUNICATION METHODS News Media Segments on local television or radio Articles in local newspapers Press releases E-Blasts Informative, often graphic, emails sent routinely to everyone on a dedicated project mailing list Flyers Single or multi-page informational brochures distributed at meetings, public places, or sometimes online Social Media Graphic or text informational updates posted to social media channels Surveys or polls hosted on social media platforms Events advertised on social media platforms Engagement in public conversations taking place on social media Website Dedicated project website containing overview and indepth information on all aspects of a project A web page dedicated to a project within a larger transit agency or city website Specialized Printed Material Coffee table books containing project information On-street information signage to communicate with people passing through a project area App Transit agency applications, normally for ticket purchasing or scheduling, can provide informational updates on a project, and may even be used for engagement Online Survey Online survey can be created and evaluated using thirdparty software and distributed to participants as a URL link In-Person Survey In-person surveys are typically conducted by transit agency, city, or third-party personnel at a project site or public event relating to a project Publicity Event Ribbon-cutting or policy-signing ceremony Participatory design events, for example to design bus stop murals Naming competitions Formal In-Person Outreach Public project meetings Community workshops Public walking tours Informal In-Person Outreach Transit agency or city participation in a public event in order to inform and consult stakeholders: Neighborhood association meeting Business group meeting Religious organization event School event Read the entire page →
From page 11... ... Strategic Communications Toolkit 11 EVALUATING COMMUNICATION METHODS Strengths Weaknesses News Media Project marketing opportunity Ease of leveraging positive media relationships Free / low cost Low level of public engagement Time-limited broadcast Potential for narrative spin E-Blasts Easy to implement Branding opportunities Real-time information Low level of public engagement Time commitment to build an effective database of emails Flyers Branding opportunities Tangible source of information for less digitally connected audience Difficulty of providing real-time updates Social Media Opportunities for engagement Branding opportunities Real-time information Easy to implement Competition for audience's attention Potential audience mistrust of information Specialized Printed Material Potential to leave a lasting impact on audience Implementation costs and challenges Website Opportunities for engagement Real-time information Branding opportunities Easy to implement Potential cost of implementation Transit agency or city may not be capable of internal implementation and management App Multiple functionalities Opportunities for engagement Branding opportunities Relatively small potential audience Potential cost of implementation Transit agency or city may not be capable of internal implementation and management Online Survey Valuable source of information Easy to implement Low participation risk In-Person Survey Opportunity for meaningful engagement Valuable source of information Time-consuming implementation Publicity Event Potential to leave a lasting impact on audience Potential to build enthusiasm Implementation costs and challenges Competition for attention in the news cycle Formal In-Person Outreach Opportunity for meaningful engagement Valuable source of information Low participation risk Small or medium-sized potential audience Informal In-Person Outreach Opportunity for meaningful engagement Valuable source of information Low participation risk Small or medium-sized potential audience Read the entire page →
From page 12... ... 12 Strategic Communications to Improve Support for Transit-Priority Projects: Report and Toolkit STRATEGIC COMMUNICATIONS GUIDE What needs to be communicated? How to communicate it: Background Basic descriptive information on a project Provide information on a project's need, purposes, and planning/construction process primarily via websites as well as email blasts, social media posts, and news media articles. Read the entire page →
From page 13... ... Strategic Communications Toolkit 13 OBSTACLES AND CHALLENGES In conducting strategic communications for major projects, transit agencies commonly deal with issues of limited informational reach, low levels of interest or participation, lack of public trust, and poor communication coordination. Lack of interest or participation from the general public is a common obstacle to project communication efforts. Read the entire page →
From page 14... ... 14 Strategic Communications to Improve Support for Transit-Priority Projects: Report and Toolkit LEARNING FROM EXPERIENCE Transit agencies have tried and tested the communication methods listed in this toolkit. Their experiences with some of the most popular methods, outlined here, provide an informal overview of what works and what doesn't. Read the entire page →
From page 15... ... Strategic Communications Toolkit 15 ADDITIONAL FACTORS FOR SUCCESS Successful strategic communications involve more than just the implementation of the methods outlined in this toolkit. Transit agencies point to several other factors as being important to the overall success of any communications effort. Read the entire page →
From page 16... ... 16 Strategic Communications to Improve Support for Transit-Priority Projects: Report and Toolkit Examples of Effective Strategic Communications Outreach Material Project Overview Brochure -- CMAX Cleveland Avenue BRT In Columbus, Ohio, the Central Ohio Transit Authority (COTA) produced a high-quality project overview brochure to provide stakeholders with key information about the CMAX Cleveland Avenue BRT project. Read the entire page →
From page 17... ... Strategic Communications Toolkit 17 Read the entire page →
From page 18... ... 18 Strategic Communications to Improve Support for Transit-Priority Projects: Report and Toolkit Digital Engagement Project Website -- 16th Street NW Bus Lanes Project As part of its strategic communications effort for the 16th Street NW Bus Lanes Project in Washington, D.C., the District Department of Transportation (DDOT) created a dedicated project website (https://www.16thstreetnwbus.com/) Read the entire page →
From page 19... ... Strategic Communications Toolkit 19 Social Media Outreach -- L Taraval Rapid Project The San Francisco Municipal Transportation Agency (SFMTA) tweeted about the L Taraval Rapid Project before and during project implementation. Read the entire page →
From page 20... ... 20 Strategic Communications to Improve Support for Transit-Priority Projects: Report and Toolkit Plan Ahead Value Expertise Use Appropriate Methods Anticipate Participation Challenges Internal agency staff can be empowered as dedicated communications experts, or communications consultants can be hired. Dedicated communications staff are key to coordinated communications over the life of a project. Read the entire page →

From page 6...

... 6 S E C T I O N 3 Strategic communications, particularly with respect to building public support for a transitpriority project, are by no means a formulaic exercise. Any successful strategic communications program will be tailored to meet the needs of unique public audiences and will incorporate different communication methods in order to do so.