7 tips for successful construction outreach
BY LAUREN BONANNO
Construction projects are a moving target, and always will be. We find that this challenge presents communicators with a unique opportunity: be a trusted source of truth, build trust, and help your constituents navigate the unavoidable inconveniences of active construction. Based on our experience, there are typically two main goals (1) clearly articulate the purpose of a project and (2) keep the community as informed as possible.
By way of example, we supported a repaving project in a very busy downtown area that underscored the truism that construction schedules change quickly and chasing down minute details is often a futile task. The solution is to strike a balance between providing information that is helpful, but not so specific that field crews can't pivot without causing an uproar. Let's dive into some tips on successful construction outreach communications.
Generalize timeframes: Instead of giving exact dates, provide broader timeframes like "early spring" or "later this week." This approach allows for greater flexibility and helps to accommodate for potential delays.
Focus on the key messages: Reinforce the benefits that the project will have once it's complete, and always express appreciation for the community's patience. This is a must-do. The more often you can weave in these benefits, the better, when you're asking folks to navigate the effects of construction.
Provide context: In the event of a delay (not that these ever happen in construction), explain the reasons behind it. For example, inform the community if weather conditions have impacted the schedule. Providing context helps encourage understanding.
Update regularly: Throughout construction, it is important to provide updates on construction progress. We encourage "non-update updates" when possible, so folks know that progress is being made, even if there is not much visible activity in the field.
Activate partners: Utilize various channels to reach different audiences based on preferences. Also consider tapping partners, such as local businesses or community groups, that can be helpful in spreading accurate information. A multi-channel approach ensures communication to all areas of the community
Recognize different needs: From our experience, the needs of businesses differ significantly from those of residents. Something as small as accommodating a business delivery schedule can go on a long way for an owner who's operations are affected by construction. Think about these early in the process, so everyone feels taken care of before construction begins
Start early: Speaking of being early, initiating the communications process before the start of construction allows a city the chance to establish themselves as the point of contact for project information, ensuring accurate information is available. It is equally important to establish channels for the community to voice questions and concerns. We prefer to establish phone and email lines for this purpose.
Effective communication is crucial to inform and build trust within a community during construction. This holds true for us no matter the project, location or scope of work. We'd love to collaborate with you on your next construction outreach project, leveraging our expertise to help reach your goals and foster community engagement. Feel free to read our San Diego Water Authority case study or our SLO in Motion case study, or book a consultation with Jenny or Susanne.