Develop and Execute Communication Plan and Collateral (9)

Description:

Developing and executing a communication plan is a key component of successful RUC implementation. Engaging the public, stakeholders, and the media from pre-RUC policy development through implementation can determine RUC rollout success. This task involves the following activities:

  • Identifying individuals and/or organizations that may have an interest in or may be affected by a RUC program.
  • Using public opinion research to develop key messages, materials, and strategies for public engagement (see Public Opinion Research building block).
  • Conveying details about education and outreach efforts to the public, stakeholders, and the media.
  • Performing media outreach and media coverage monitoring.

Details:

Strategic engagement is essential to developing and executing a communication plan. When this component is missing, public perception of RUC can trend to the negative, making acceptance and adoption more difficult. To successfully engage the public, stakeholders, and the media, communications activities can include:

  • Developing core messages about the RUC program using the vision and objectives (see Determine Vision and Policy Objectives for RUC building block), as well as public opinion research as a starting point.
  • Generating earned media via outreach materials, including web pages, frequently asked questions, videos, infographics, flyers, social media posts, advertising, newsletters, presentations, and/or outreach events (leveraging the task force).
  • Supporting and monitoring media, including providing talking points and messaging guidance for spokespersons, as well as looking for media comments and addressing them as needed.

Having clear, prioritized messaging and talking points ensures that all communication with the public, stakeholders, and media is consistent regardless of who is delivering the message or how it is delivered. Messaging and communications materials should be revisited occasionally—ideally, at least once a year—so the messages can evolve as the vision and objectives change.

Primary Uses:

Guide for all aspects of RUC communications. Provide a consistent message and materials to be used for communicating RUC with the public, stakeholders, and the media. Engage these audiences throughout the policy process to get input and to disseminate information.

Best Practices/Lessons Learned:

  • Communications experts should execute this building block, leveraging the public opinion research and lessons learned in RUC pilots and programs.
  • Explain the reason for the jurisdiction’s consideration of RUC (e.g., falling gas tax revenues, electrifying fleet) because research shows that most people do not understand that the gas tax is dedicated to roadway funding.
  • Thorough understanding and analysis of the general public and stakeholders is essential before beginning any externally focused communications program. This analysis informs the development of specific audiences, as well as engagement strategies, and informs the roster of a task force or steering committee, if used. Targeted commercial motor carrier communications will help to address the specific concerns of that audience.
  • Recognize and acknowledge that historically marginalized communities have not been part of important transportation policy discussions. Seek to build relationships in these communities and involve these stakeholders in shaping the direction of RUC policy.
  • Stakeholders should be engaged at frequent intervals throughout RUC policy and program development. Not communicating enough with stakeholders can lead to policy resistance in future stages.
  • Generating interest and overcoming concerns through one-on-one conversations or presentations to stakeholder groups by representatives from all agencies involved in the project can be very impactful.
  • Be aware that privacy will always be an issue in the context of RUC. Make it clear that privacy policies will be adhered to. Avoid terms such as “tracking” in association with RUC mileage reporting.
  • Develop messaging that succinctly covers the top RUC issues brought forth by the public as they are identified or revealed (e.g., RUC is a replacement to the gas tax, urban vs. rural, cost of collection).
  • Public surveys can accompany public communications efforts.
  • Pilots can be a very effective way to communicate with and educate the public on RUC.

State Government Context and Assumptions:

Communications should be done by the lead RUC agency with support from all involved agencies and communications staff. Government agencies and staff also take a strong leadership role in engaging with stakeholders. Task force members may support outreach events. This activity should start soon after the public opinion research is completed. Proactively having a messaging platform allows the team to be ready and coordinated for communications needs as the program rolls out, developing supporting materials as they become necessary.