1. Module 5-4 0 Outreach and Communication Develop opportunities to stimulate change through effective communications and outreach techniques.

2. Module 5-4 1 Major Topics Effective and Ineffective Communication Approaches Elements of a Communications Plan Traditional and Non-traditional Delivery Mechanisms Elements of Effective Public Involvement Do’s and Don’ts for Public Outreach Measuring the Effectiveness of Public Involvement

3. Module 5-4 2 Effective Communication Approaches Communicate New Knowledge Part of a Broader Community/Enforcement Effort Targeted and Tested Longer-term Use Interactive Methods Concrete Steps to Avoid Danger

4. Module 5-4 3 Ineffective Communication Approaches Passive Messaging Slogans Education Programs Short-term Programs with Low-Intensity Messages Use of Extreme Fear or Scare Techniques

5. Module 5-4 4 Elements of a Communications Plan Determine the Target Audience Knowledge level Beliefs Values Motivation Determine the Purpose and Develop an Appropriate Message Modify Stop Start Combination Focus test messages

6. Module 5-4 5 Elements (cont.) Determine Delivery Mechanisms Traditional Delivery Mechanisms Paid and Unpaid Advertising Print Articles and Broadcast Stories Information Programs Print Material (Posters, Brochures) and Outdoor Advertising Guidebooks or Desk References

7. Module 5-4 6 Elements (cont.) Non-Traditional Delivery Mechanisms Variable Message Boards / ITS Infrastructure Online Advertising and Dedicated Websites Social Networking (YouTube, MySpace, Facebook) Blogs, Twitter Identify Partners Determine timeline

8. Module 5-4 7 Refine Your Communications Plan Get to Know Your Stakeholders Learn about the Planning/Legislative Process Understand the Media

9. Module 5-4 8 Develop Media Materials Develop Comprehensive Press Materials Up-to-date press list Media advisory Follow up phone calls News release Develop a Media “Hook” Evaluate Marketing Strategies

10. Module 5-4 9 Resource Requirements Staff Advertising Budget Print Budget Event Budget

11. Module 5-4 10 Effective Public Involvement Programs Define Purpose and Objectives Identify Affected Groups Use Effective Techniques Educate on the Problem and Solutions Provide Feedback

12. Module 5-4 11 Public Involvement Elements Types of Public Involvement Public meetings/hearings Open houses/forums Conferences/workshops Key Players Transportation and land use planners Citizens Elected officials

13. Module 5-4 12 Public Involvement Tools and Strategies Websites Toll Free Hotlines Material Distribution and Surveys Presentations Media News releases and news events Television, radio, and newspaper advertising Billboards

14. Module 5-4 13 Benefits of Public Involvement Promotes Ownership Draws on Public’s Knowledge and Views Results in Decisions that Reflect Community Values Enhances Agency Credibility Builds Public Trust

15. Module 5-4 14 Public Involvement Topics Intersection Safety School Zone and School Bus Safety Law Enforcement Efforts Work Zone Safety Pedestrian Safety Motorcycle Safety

16. Module 5-4 15 Do’s and Don’ts for Outreach Initiatives Present Information in a Creative, Non-technical way Do Not Overwhelm with too Much Information Be a Good Listener Leverage Resources Use Effective Marketing and Communication Approaches

17. Module 5-4 16 Do’s and Don’ts (Cont.) Flexibility Strategic Planning and Thinking Sensitivity to Diversity Racial and ethnic minorities Low income population groups

18. Module 5-4 17 Measuring Effectiveness Reasons for Evaluation Public opinion Effectiveness Evaluation Framework Evaluation Tools Effectiveness Measures

19. Module 5-4 18 Review Effective and Ineffective Communication Approaches Elements of a Communications Plan Traditional and Non-traditional Delivery Mechanisms Elements of Effective Public Involvement Do’s and Don’ts for Public Outreach Measuring the Effectiveness of Public Involvement

20. Module 5-4 Exercise #11 PI&E Assessment 19