Being the Source of Truth During CIP Projects
BY COURTNEY PITTAM
You may have heard some variation of "if you don't own the narrative, someone else will tell your story." Trust us, you don't want to put that much power in the hands of someone else. Everyone has their own bias, slant or angle that they will use to warp your narrative. That's why it's critically important to be the source of truth, especially when it comes to large scale capital improvement projects (CIPs).
CIPs bring with them significant changes to communities, whether it's upgrading aging infrastructure, enhancing transportation systems or revitalizing public spaces. While crucial and beneficial in the long run, these projects can generate confusion, misinformation, and public concern during construction if communication is not managed effectively from the start. For Public Information Officers (PIOs) at cities and public agencies, being the most credible source of truth during these projects is absolutely essential.
In today's age of social media and information overload, misinformation can spread like wildfire. Without proactive and accurate updates, the public may end up relying on unofficial sources without access to complete information. PIOs play a pivotal role in ensuring that communities receive verified information directly from who is managing the project.
The most important commodity is trust, which is built through a whole lot of transparency and consistency. By sharing information as early and often as possible about project timelines, goals, challenges and impacts, PIOs can deliver on their commitment to keeping the public well informed. Consistent communication through credible channels builds confidence that the agency is not only managing the project effectively but also listening and responding to community concerns - which are pretty much a guarantee on large, impactful projects.
The more important the project, the more disruptive the impacts. Many high profile projects often come with disruptions like road closures, noise and changes to daily routines. Clear communication and proactive updates encourage the public to set realistic expectations and can reduce frustration. PIOs who communicate openly and honestly about potential inconveniences, all the while reinstating the long term benefits of the project, help stakeholders understand what's in it for them.
On the flip side, when communities feel uninformed or blindsided by project developments (worst case scenario), public opposition can fester. We always say that our #1 goal when it comes to public outreach is to ensure there are no surprises to community members. However, when surprises do happen, PIOs can mitigate backlash by keeping residents informed about project milestones, anticipated challenges and - maybe most importantly - opportunities for public input. Providing accurate and consistent updates in real time reduces uncertainty and helps the public feel more engaged and informed - it's a win-win!
Looking for ways to establish your agency as the primary source of truth? Look no further! Here are some tried and true tactics:
Develop a strategic communications plan: As I'm sure we've all learned, over communication is key - it's critically important to reduce any areas where assumptions are being made as early on as possible. A comprehensive communications strategy should outline key messages, identify target audiences and define preferred communication channels. PIOs should identify their primary, secondary and tertiary audiences and plan for regular updates through multiple platforms to make sure information reaches every impacted stakeholder.
Use visual and interactive tools: Tools, graphics and images - oh my! Maps, project timelines, before and after photos, infographics and progress videos are all great ways to help convey complex information in an easy-to-understand way. Interactive tools that encourage and facilitate public participation like virtual open houses or GIS-based project trackers can help engage the public and build trust through real-time updates.
Monitor and track public sentiment: A key metric that we track in nearly every endeavor we take on is public sentiment. Monitoring questions and concerns from the community via agency channels and social media platforms allows PIOs to gauge public sentiment and identify emerging concerns. In tandem, responding promptly to misinformation helps maintain control of the narrative.
As stewards of public trust, PIOs must commit to being the single source of truth during large-scale capital improvement projects. By prioritizing transparency, engaging the community and delivering timely updates, PIOs can ensure that public understanding and support remain strong throughout the lifecycle of the project. Now more than ever, being the trusted voice of accurate information is not just a responsibility, it's a necessity for success.
Need help with outreach on an upcoming project? We can help set you up for success.