4.0 Communication Strategies

This section describes a number of commonly used communication strategies and includes examples of how agencies have used these strategies. The section ends with a table that lists all of the strategies described and provides some characteristics that can help an agency determine which strategies to use.

4.1 Branding

Branding, such as distinctive project names and "trademark" graphics, logos, and catchphrases, is often an effective method to enable the target audience(s) to easily recognize any information related or pertaining to the work zone. The use of a brand assists the public with validating the accuracy of the information being issued. Delaware Department of Transportation (DOT), for example, created the "Traffic Creep" character, shown in Figure 4.1, for its public information and outreach campaign on the I-95 Reconstruction Project in 2000 [1]. Travelers were invited to "Beat the Creep" through actions such as carpooling or using transit. The Creep was brought out of retirement for use on outreach materials during major bridge repair work on I-95 in 2005.

Similarly, Illinois DOT developed "Jack Hammer", shown in Section 2.4, for its Upgrade I-74 Project in Peoria. This character was used on a variety of materials including the web site, on radio spots, and as a costumed character at schools and community events. Another way to use branding is demonstrated by the public information and outreach manager for the Springfield Interchange construction project in Virginia. When out in public he wears a polo shirt bearing the project logo to generate questions from the people he meets.

Figure 4.1 The "Traffic Creep" character used during major construction projects in Delaware. (Source: Delaware DOT)

4.2 Using the Mass Media

Radio, television, and newspapers are still some of the main ways people receive traveler information [2]. Hence, using these methods to share information should be a cornerstone of any public information and outreach campaign. Paid advertising is relatively expensive, but can be a cost-effective way to reach a wide audience. Paid advertising may be necessary in the case of dramatic changes to the road network such as full closure of an Interstate (see box). Regularly purchasing advertising space and on-air time may allow agencies to negotiate cheaper rates.

Free media (also known as "earned media"), such as new stories and traffic information, should also be used to the maximum extent. Large projects are typically considered newsworthy by local media outlets so it is relatively easy to get news coverage. For example, Figure 4.2 illustrates a newspaper article providing information on a weekend closure during the I-64 project in Kentucky.

Figure 4.2 "Free Media": A newspaper article on weekend closure of I-64 in Kentucky published in the Louisville Courier–Journal. (Source: Kentucky Transportation Cabinet)

Nevertheless, it is important to establish a working relationship with reporters to encourage publicity that is positive, and information that is accurate. In addition, be sure to treat all media outlets, big or small, with the same level of care and attention.

Guides to working with the media are widely available and tend to make the same points:

• A successful media program requires more than just sending out a news release.
• Garnering favorable media attention often demands planning and creativity.
• Getting to know reporters who cover transportation and traffic can help ensure information about the project is included in traffic reports.
• Making information easily available with plenty of personal follow-up is necessary to developing an effective relationship with the media.
• Providing the media with accurate, up-to-date, and consistent information is important [3].

4.3 Web Sites

Web sites are one of the primary tools for disseminating (pre-trip) traveler information. Internet usage has skyrocketed over the past few years. In 2003, 162 million adults (about 75 percent of the 218 million resident population 18 or older) had Internet access [4]. Web sites have many advantages over other types of communication methods, with the primary advantage being that they can provide up to the minute information on a 24-hour basis.

There are usually two options for the use of a web site to provide information about a work zone project. Projects may be part of a larger-scale traveler information or planned lane closure web site. These types of web sites are usually implemented for an entire state, district, or geographic region and list information about many different projects. These types of sites may be useful for smaller projects in which information does not change frequently or in which there is not a lot of public information to post about the project.

The other option is to create a web site dedicated solely to the work zone project. This type of web site can provide both static and real-time information, including many of the other forms of project information such as all types of written material, traffic camera images, travel times, photographs, maps, and links to other sources of information. Moreover, many of these features can be made interactive with links to map icons and pop-up textual information and camera views. Project web sites are often used for larger projects and often these web sites have a web address that incorporates the name of the project. A successful project web site can be designed in many different ways, but most importantly, a web site must provide accurate and up-to-date information, be easy to locate, and people need to know about it. Better still is up-to-the-minute traffic information provided by traffic sensors or cameras. How often a web site is updated will depend on the project, but most large project web sites will need to be updated at least weekly.

Regularly updating a project web site is just one aspect of providing useful and trustworthy information. A web site with out-of-date and/or misleading information will likely have limited success. Additionally, care must be taken with the links provided on a project web site. The links must be current and provide credible information.

4.4 Email Alerts

Email alerts provide another way for travelers to get timely information on work zone activity and traffic delays. Lane closures, delays, and incident/crash information can be distributed to travelers who have signed up to receive the information. Information can be sent to a computer, cell phone, or hand-held device. The sign up process is usually simple, requiring only that an email address be given via a form on an agency web site. Again, it is essential that the information provided be accurate and timely.

4.5 Printed Materials

There are many ways to employ printed materials to convey work zone information to the public, including brochures, newsletters, flyers, fact sheets, and maps. These materials can include upcoming project phases, events, and other important work zone details. Printed materials may be mailed, handed out, placed for pickup (in welcome centers, commuter stores, etc.), placed in newspapers, or distributed door to door. If the work zone is in a location frequented by truck traffic, the materials can also be handed out at truck stops and through local trucking associations. Printed materials may also be posted to project web sites for downloading and printing.

4.5.1 Brochures/Flyers/Fact Sheets

Small fold-out brochures or one-page flyers and fact sheets are a great way to summarize a lot of general information about a project and are easy to mail, hand out at community meetings and events and other places, and make available for downloading from a web site. Eye-catching graphics, project logos, photographs, and maps can make these materials very effective for getting the message across and promoting project web sites, telephone hotlines, and other media.

The "Program Overview" fold-out brochure for the I-95 New Haven Corridor Improvement Program produced by the Connecticut DOT is shown in Figure 4.3 and contains the following sections:

• Project overview.
• Why are improvements needed?
• A description of project phases with color-coding related to a map.
• Impacts to traffic.
• Route and mode alternatives.
• Sources of up-to-date project information.
• A message from the Governor.
• A tear-off, postage-paid "keep me informed" page.

Figure 4.3 Connecticut DOT's fold-out brochure for the I-95 New Haven Corridor Improvement Program (Source: Connecticut DOT)

4.5.2 Newsletters

Periodic newsletters are another way to package various elements of a work zone project including project details, general traveler information, dates and times of community meetings, and contact information. When using a newsletter as a public information and outreach strategy, it is important to set a consistent timeframe for producing new editions of the newsletter. Establishing a consistent timeframe helps ensure that producing the newsletter does not "fall through the cracks" and lets readers know when to look for the next issue. If project details are constantly changing, then it may be useful to update the newsletter frequently, while a project that does not have a lot of new information may benefit from a less frequent distribution cycle.

4.6 Project Information Phone Line and 511

Travel information provided through a toll-free telephone "hotline" is accessible both pre-trip and en route. In addition, a project telephone line can be used to publicize public meetings, survey information, and for the public to leave comments and suggestions.

Travel information may also be made available through the 511 system, if 511 is available in the project region. Signs placed along the roadway using the logo shown in Figure 4.4 are used to alert drivers to the availability of 511 in a region. As of March 2005, there are twenty-six 511 systems operating in all or parts of 23 States, providing access to 511 services to almost 30 percent of the nation's population. One of the main advantages of a 511 system is accessibility. With the availability of cell phones today, a call can be made from almost anywhere at any time.

Figure 4.4 511 Logo (Source: http://ops.fhwa.dot.gov/511/index.htm)

4.7 Dynamic Message Signs and Highway Advisory Radio

Other traveler information systems useful for informing travelers en route are dynamic message signs (DMS) and highway advisory radio (HAR). DMS can be used to publicize when a work zone will begin, other types of traveler information (for instance, "tune to 640 AM for traffic information"), as well as traffic delay and safety messages such as "Slow Traffic 5 Miles Ahead," and "Right Lane Closed 5 Miles Ahead." To be most useful, DMS should provide information at key junctions giving drivers plenty of time to make an informed decision about which route to take (see box).

HAR is helpful in that it can broadcast nonstop traffic information 24 hours a day. Due to Federal Communications Commission (FCC) regulations the broadcasts have a very restricted range, so the information aired needs to be tailored to travelers in a very small area.

4.8 Public Meetings, Workshops, and Community Events

As noted earlier, interaction with the public can be the determining factor in the success of a public information and outreach campaign. Hosting public meetings or developing a community task force gives the affected parties an opening to gain knowledge about the project but also to convey information and concerns to the project partners. Events such as ground-breaking ceremonies are great for grasping the attention of the public. Additional events that can be outlets for spreading information are fairs, school assemblies, tours, and informational workshops.

4.9 Project Information Center

For large, long-term work zones, an information center can be a useful strategy to disseminate information and provide a key point of contact for the public. Like any store, an information center can be a destination for individuals or groups and also a place of interest for people just walking by. For the greatest benefit a center should be located in an area with high foot traffic in the general vicinity of the work zone location.

4.10 Videos

A powerful way to give the public a clearer view of the intended outcome of the work taking place is via video. Videos can be shown in an assortment of settings such as public meetings, fairs, school assemblies, and workshops. While videos can be expensive to produce, the advantage of a video is the projection of a consistent message.

4.11 Major Characteristics of Selected Communication Strategies

Table 4.1 lists the communication strategies discussed in this section and provides a summary of some of their major characteristics, including target audience type, applicability, timing, and general cost information.

Table 4.1 Major Characteristics of Selected Communication Strategies

Strategy	Primary Target Audience	Benefits	Issues	Timing	Relative Cost to Project [5]
Web site	Pre-trip travelers Most other audiences	Access to real-time information. Ability to access all project related materials in one place. May be easy to update.	Target audience must be aware of the web site. May not reach all of the target audience (excludes people without an Internet connection). Information must be current and accurate. Cost will vary based on complexity of web site. May need to create mechanisms to collect data/ information to feed the site.	Pre-construction Construction Post-construction	Low/ medium
Web-connected traffic cameras	Pre-trip travelers	Allows users to view real-time traffic conditions. Users find information credible because they can actually see the traffic conditions on the road.	May exclude users with a dial-up connection. Cameras can be costly.	Construction	Medium
Email alerts	Pre-trip travelers En route travelers Commuters Commercial drivers	Low cost. Can reach many people at one time.	Audience is limited to those people who sign up for the service. Need to determine criteria for when to send alerts.	Construction	Low
Brochures/ flyers/ factsheets/ newsletter	Local travelers Commuters Commercial drivers Residents	Low cost. Easy to distribute.	Information can become stale quickly. Often targets local motorists only. Must be designed in a manner that makes drivers want to read the information.	Pre-construction Construction Post-construction	Low/ medium
Public meetings/ task forces/ workshops/ events	Local travelers Major trip generators Residents Businesses Public officials Major employers Local agencies	Good exposure to the public. Gives agency a chance to raise credibility with the public. Gives public a chance to voice their concerns.	Need to make sure the right audience is at the events. Need to be wary of making "empty promises".	Pre-construction Construction	Low
Paid newspaper advertising	Local travelers (pre-trip) Commercial drivers (pre-trip) Major trip generators Residents and small businesses	Can reach many people at one time. The same ad can be used in many different newspapers. Agency controls the content and timing of the message.	May only target local motorists. Newspaper readers may skip over ads. Declining readership of print media.	Pre-construction Construction Post-construction	Medium/ high
Newspaper articles	All local audiences	Can reach many people at one time.	May only target local motorists. Project may not be portrayed favorably. Coverage more likely for major projects.	Pre-construction Construction Post-construction	Low
Paid TV advertising	Pre-trip travelers Local travelers In rare cases non-local travelers	Can reach many people at one time. Agency controls the content and timing of the message.	May only target local motorists.	Pre-construction Construction Post-construction	Medium/ high
TV traffic news	Pre-trip travelers Local travelers	Can reach many people at one time. Little to no cost.	May only target local motorists. Coverage more likely for major projects.	Construction	Low
Paid radio advertising	Pre-trip travelers En route drivers	Can reach many people at one time. Agency controls the content and timing of the message. Targets people who are most likely to use the information.	May only target local motorists.	Pre-construction Construction Post-construction	Medium/ high
Radio traffic news	Pre-trip travelers Local travelers	Can reach a lot of people at one time. Little to no cost. Targets people who are likely to use the information.	May only target local motorists. Coverage more likely for major projects.	Construction	Low
Maps	Drivers, pre-trip and en route	Low cost. Can post online and have available in hard copy.	May only reach a limited audience, depending on how they are disseminated.	Construction	Low/ medium
Employee newsletters	Major employers	Innovative way of reaching commuters.	Need to ensure information is accurate. Need to target the appropriate employers.	Pre-construction Construction	Low
CB radio network	Truck drivers	Reaches the truck driving community. Provides information to truck drivers who may be coming from out of the area.	Users must have access to CB. Messages must be worded in a manner that makes drivers listen. Need criteria for when to disseminate messages.	Construction	Low
Information center or kiosk	All audiences	Provides direct access to information and people to talk to about the project. May reach non-local drivers.	Must be located close to project area in an easy to access location. Information centers must be staffed. Information must be current.	Pre-construction Construction	Low/ medium/ high
Billboards	Drivers en route	Provides information directly to motorists affected by the project. Can refer motorists to other sources of information.	Can only provide a limited amount of information. Information must be current. May be better for longer term projects.	Pre-construction Construction	Medium
Project hotline/ 511 System	Pre-trip travelers Drivers en route	Information can be accessed whenever it is needed. Can allow motorists to provide feedback via recorded message. May be easy to update.	Information must be current. Audience needs to be aware of the hotline number. 511 is not available in all areas.	Construction	Low/ medium
Dynamic message signs (DMS)	Drivers en route	Provides information directly to motorists affected by the project. Can provide detour information.	Messages must be easy to read. Signs must be placed appropriately. Information should be useful and accurate.	Construction	Low/ medium/ high
Highway advisory radio (HAR)	Drivers en route	Easy to access. Provides information directly to motorists.	Motorists may not be aware of HAR. Information must be current. Should only be used when there is information to give. Limited range.	Construction	Low
Press kit	Media outlets	Allows consistent message to be given to the media. Helps develop positive relationship with media.	Should be made available to all types of media. Information needs to be in a format that makes it easy to reuse for articles, ads, etc.	Pre-construction Construction Post-construction	Low/ medium
Business survival kit	All businesses	Allows consistent message to be given to businesses. Helps develop positive relationship with affected businesses.	Needs to target the appropriate businesses. Must not minimize the importance of businesses' needs during the project.	Pre-construction Construction	Low/ medium
Branding	All audiences	Helps convey a consistent message and image on all project materials. Makes project materials easily recognizable.	Should be easily understood and easy to remember.	Pre-construction Construction Post-construction	Medium
Videos	All audiences	Can illustrate the before, during, and after of the project. Can give viewers close-up details about the project. Can be shown in various locations (schools, public meetings, information centers, etc.). Helps convey a consistent message about the project.	Quality videos can be expensive to produce. Information can quickly become stale. May require a lot of up front planning (script writing, storyboarding, etc.).	Pre-construction Construction Post-construction	Medium/ high

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