Talking Environment: Transportation Messaging and Accountability

"Woodsy-Owl-original". Licensed under Public Domain via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:Woodsy-Owl-original.jpg#mediaviewer/File:Woodsy-Owl-original.jpg

“Woodsy Owl” Licensed under Public Domain via Wikimedia Commons – http://commons.wikimedia.org/wiki/File:Woodsy-Owl-original.jpg#mediaviewer/File:Woodsy-Owl-original.jpg

Check your calendars. Earth Day is April 22, just weeks away. This will be the 45th anniversary of the first Earth Day, which is commonly referred to as the start of the modern environmental movement.

I remember as a child in the 70s being taught to “Give a Hoot, Don’t Pollute” and I remember the Keep American Beautiful public service announcement that featured a tear falling down the cheek of a Native American as he watched garbage pile up in rivers and streams.

Those were powerful messages that helped shape my view of litter and helped my generation understand that our natural environment was important to protect.

Fast forward a few decades and addressing environmental impacts in capital and operating programs has become a major responsibility for transportation agencies. I wrote about transportation communications and environmental messages last year.

A new report published by the AASHTO Center for Excellence in the Environment, “Benefits of Transportation: Telling America’s Transportation and Environment Story,” takes a broader look at how well state departments of transportation talk about their environmental responsibilities (Full disclosure: I work for AASHTO and helped review the new report). And the report offers recommendations to enhance how transportation agencies share environmental messages.

The report found that “Several DOTs and national organizations are effectively conveying positive messages that connect transportation projects to improving the environment.” The report also recommends that transportation agencies:

  • Expand environmental benefits messaging and connect those messages more closely with improved quality of life;
  • Establish a national community of practice;
  • And, take advantage of social media best practices.

Rather than being the final word on how transportation agencies talk about their environmental activities, the report is essentially a starting point for a broader conversation.

For instance, why is it even important that transportation agencies talk about their environmental work?

In my personal opinion, it has to do with accountability.

Every dollar given to transportation agencies is important. Building conversations around how those dollars are being spent should be a major goal of transportation communications. Explaining why and how funds are spent improving our transportation system — and our environment — could perhaps lead to a more informed public that is more willing to support infrastructure investments that work within our natural environment.

Earth Day is fast approaching. What an excellent opportunity to talk about how most of today’s modern transportation systems represent critical investments in environmental stewardship, restoration and overall quality of life.

Advertisements

About Lloyd Brown

I am the director of communications for the American Association of State Highway and Transportation Officials. I enjoy running marathons and triathlons, playing guitar and spending time with family. My professional interest is in how social media and new technology shapes the communication relationship between government and the general public. I have a Master’s degree in Communications and Leadership from Gonzaga University in Spokane and a bachelor’s degree in Communications from Washington State University.
This entry was posted in Communications, Research and tagged , , , , , , , , , , , , , . Bookmark the permalink.

3 Responses to Talking Environment: Transportation Messaging and Accountability

  1. Excellent piece.

    Here at the WA Dept. of Ecology, we have an entire month of outreach and messaging planned for Earth Month (err, Earth Day). 🙂

    #earthday2015
    #earthpassiton
    #everylittlebitcounts

  2. Jamie Holter says:

    Lloyd,
    Can’t help but plug Greenroads, a non-profit dedicated to greening transportation infrastructure projects. It’s like LEED (buildings) for transportation projects. Greenroads does education and tells anyone who will listen (agencies, suppliers, contractors, engineering firms) that you can build green AND save money. (WSDOT integrates many sustainable practices already). The City of Austin is doing a major push to incorporate sustainability into all public works projects (yeah!). With so many roads, bridges, and highways reaching the end of their design life and, hopefully, more money earmarked to rebuild, we are hoping there’s a big focus on making this round of projects very green.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s