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ACTT Workshop: New York
Tappan Zee Bridge Deck Replacement

[Archived] Appendix B (continued): Skill Set Recording Forms

Public Relations

Public Relations Team
Facilitator:Polly Gurnett
Chad Huff
Arnold Bloch
Amy Jackson-Grove		 Suzanne McDougall
Kathie Leyendecker		 Christopher A. Waite
Robert V. Brunner
First Round Brainstorm 6/15
Idea (Short Name) Idea (Detailed Description) Implementation Details (Barriers, Skill Set Coordination, etc.)
Develop a strategy.
  • Address public concerns.
  • Explain why project is necessary.
  • Use newsletters, mailings, web sites, flyers, info line to get info out.
Detail problem using a catch phrase.
  • Partner with local radio announcers to continue using catch phrase.
  • Use E-ZPass letters, statements to inform of changes in routes.
  • Use HAR.
Use local nightly news team.

Use pictures of the queue in mailings.
  • "This is not where you want to be…try this"- provide alternate times, routes, etc.
Get the public involved: give coupon with a free prize campaign.
  • Team up with a Dunkin' Donuts to give coupons for coffee.
Hold public meetings.
  • Go to high schools.
  • Have project directors with info to listen to the public and ask for their ideas.
Ask the public for their ideas.
  • Go on the road to local people.
Don't use the term "sell" internally: change our mindset.
  • Let the public know we "feel your pain."
Partner with traffic reporters.
  • Get them there during different phases of the project.
  • Get on the front page of the papers with traffic detours.
Have a score card for the corridor.
  • Feature a countdown to completion using a panel by panel detail.
Have real-life back-up illustrations.

Reach out to commercial trucking companies.
  • Let them know peak congestion times.
  • Give them alternate routes.
Educate.
  • Teach and learn.
Use PSAs.
  • Use a public person, an entertainer like Seinfeld, to do our HAR; add some humor.
Analyze queues.
  • Use current data.
Use toll booth at travel plazas and rest areas.
  • Distribute informational pamphlets.
Promote "highway ride along."
  • Invite elected officials, some press members and John Q. Public on trips across the bridge to learn and see the plan - and the progress.
Point to success (Interchange 8).
  • Use the example of Interchange 8 in our press. "This wasn't working and we fixed it. It wasn't easy, but isn't it better now?"
Use executive director to talk about why we need to do the project and its impacts.
  • Use specifically with elected officials, civic groups, business groups, etc.
  • Explain why we're doing the project.
  • Explain engineering reason why necessary.
Use newspaper inserts.
  • Explain why.
Have computer simulation model.
  • Make it available to the media, on the web site, with reports on traffic, staging, etc.
Have a strategy with local officials early on in the project.

Don't promise things we can't deliver.
  • Be careful with our messages not to promise too much.
Use adjusted tolls at night and other incentives.
  • Have toll incentives for commercial traffic to use the bridge at specific times.
Gain the trust of the public back.
  • People may jump to the wrong conclusion based on past experience; we need to clearly explain why this project is necessary and how it relates to the "study" going on.
Talk to other agencies.
  • Educate; gain their buy-in and support for the project.
Avoid technical language in public outreach.

Celebrate milestones.
  • Give local officials the opportunity to get involved and receive credit for the good stuff happening on the project.
Dedicate staff other than engineers to do public outreach.

Explore other mass transit options.
  • Use temporary TZ bus line.
Have our own traffic demand management (TDM).
  • Consider using it as a public information tool.
Overall Strategy
Idea (Short Name) Idea (Detailed Description) Implementation Details (Barriers, Skill Set Coordination, etc.)

  • Need internal coordination/communication; Chris Waite.
  • Time, staff, ideas still evolving; avoid technical language.
Create a video.
  • Detail the problem; create the info packet. Hire expertise/consultant to assist.
  • Being consistent; having an undefined solution; using appropriate language; clarifying issues related to other projects; reviewing timeframe when hiring outside agency; understanding politics.

  • Have executive director meet with stakeholders, elected officials (Dan Gilbert).
Media Strategy
Idea (Short Name) Idea (Detailed Description) Implementation Details (Barriers, Skill Set Coordination, etc.)

  • Attend editorial board meetings and TV station meetings; partner with traffic reporters; do tours and presentations; discuss options; develop an animated press kit; have follow-up meetings; use newspaper inserts.
  • Scheduling, Thruway opponents/critics (newspaper editors),
  • $155 million as a temporary fix, FOIL requests, security, review time, etc.

  • Have a dedicated web site with real-time data.

  • Have a marketing strategy for startup/kickoff. Purchase spots on TV, radio, etc.

  • Host tours for the media; provide photo ops off site.
  • Security, liability, cost, coordination.

  • Provide weekly and monthly updates.
  • Doing it; being consistent.

  • Have scorecards on panels.
  • Staying current; should be easy.

  • Use newspaper inserts.
  • Time and review; money.
Public Meetings
Idea (Short Name) Idea (Detailed Description) Implementation Details (Barriers, Skill Set Coordination, etc.)

  • Define purpose; allow input.
  • Timing, roll out, materials, venues; having decision makers at meetings so questions can be directed to the right person, getting people motivated to come to meetings.

  • Handle public meetings locally.
  • Define which job it is and why it is necessary.
  • Barrier: coordination/who is responsible.

  • Have dedicated staff for before, during and after construction.
  • Money to pay for staff; convincing leadership we need this.

  • Acknowledge other studies/work.
  • Talk with other agencies.
  • Will always be confusing to general public no matter how it is explained.
  • Gaining acceptance for the project.
Corporate/Commercial Strategy
Idea (Short Name) Idea (Detailed Description) Implementation Details (Barriers, Skill Set Coordination, etc.)
Have beginning and ongoing strategies.
  • Research major carriers.
  • Staff resource; cost.

  • Target or partner with MetroPool. (Major employers commute.)
  • Partnering - what is the nature of it? More money?
  • Education, time.

  • Partner with truck associations.
  • Reach beyond New York to Quebec, Northeast, etc.
  • Build on good relationships.

  • Target major shippers, carriers and distribution centers.
  • Staff resources; individual attention.

  • Create publications for above audiences.
  • Tailoring it to trucking, schools, etc.
Stakeholder Strategy
Idea (Short Name) Idea (Detailed Description) Implementation Details (Barriers, Skill Set Coordination, etc.)

  • Have executive director talk directly with groups, i.e., business, elected, environmental, civic, well-known people, agencies, MPOs, emergency responders, etc.
  • Scheduling (involves a lot of time), unpredictable reactions, politics.

  • Create a simple video.

  • Utilize the speakers bureau.
Public Strategy
Idea (Short Name) Idea (Detailed Description) Implementation Details (Barriers, Skill Set Coordination, etc.)

  • Provide timely and accurate information.
  • Defining "timely" and "accurate."

  • Use fun, catchy, succinct "kazoos."
  • Money, policy, perception.

  • Utilize E-ZPass mailings.
  • Electronic statements: can we use the address list?

  • Provide coupons for coffee.
  • Money, policy, perception.

  • Do DMV mailings.
  • Institutional policy, agency coordination.

  • Utilize HAR.
  • Accuracy is an issue; so is transmission.

  • Provide informational booth at rest areas.
  • Money.

  • Consider a toll adjustment/value pricing.
  • Not popular; needs research and champion.

  • Promote mass transit.
  • Not done; money.

  • Utilize billboards.
  • Money, perception, rules and regulations.

  • Use schools to educate kids.
  • Build on success of Interchange 8.
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