The Oregon road user charge program, OReGo, has a huge challenge. It is leading the nation in implementing a road user charge program, one that is often hard to understand for people accustomed to paying a per-gallon tax at the gas pump.
And in researching ways to connect with their customers, the team at OReGO came to a realization.
“People just don’t get road user charging when you write about it,” said Michelle Godfrey, education and outreach coordinator with the Oregon Department of Transportation, in a recent phone interview.
What people need, Godfrey said, is storytelling. They need a way to have a conversation. And the outreach campaign in support of this new road user charge program, according to Godfrey, needed to answer a single specific question that should very much resonate with anyone working in transportation communications: “What matters to people?”
It’s no secret that viewers are turning to streaming media for their television entertainment. But the appetite for local news remains strong, as evidenced by the continued success of local TV news programming. State DOTs have learned that there also is an audience for well-produced compelling local news video.
Local television news continues to be Americans’ most popular source for news, according to the annual Pew State of the News Media report. While the overall local TV news audience declined last year, still more than 3.4 million viewers tuned in nightly to watch the evening and late news programs, far outpacing other sources for local news including newspapers and radio.
Most state DOTs use video regularly, but a handful are producing videos that replicate the look and feel of local TV news broadcasts. These news updates typically feature a regular host, or at least a consistent lineup of hosts. And the programs focus on stories about the state DOTs that may not otherwise garner coverage in more traditional media outlets. These state DOTs are reporting their own news in a professional, hosted format that is credible and compelling.
There is a common tendency among most transportation agency communication teams to overlook one of their most important audiences – the agency employees.
Internal communications is tough, whether it is done for a major corporation or a transportation agency. The organization is generally spread across a large geographic area. Employees in different work groups and geographic areas might have different access to, and comfort with, different communication technologies. And, at the end of the day, the communication team kudos for a job well done most often come from external communications with media or the general public. Continue reading “New CEO Video Series Targets ADOT Employees”
According to WSDOT, the massive tunnel boring machine Bertha had carved nearly a third of the length of the nearly 2-mile-long tunnel that will ultimately replace the aging Alaskan Way Viaduct that runs north and south along Seattle’s iconic waterfront.
I never realized how dangerous it was for teen drivers to climb behind the wheel until recently when it was time to teach my teenage son how to drive. Not even when I was a young person did I fully appreciate the myriad distractions, and the literally non-stop decision-making necessary for someone to drive safely on our roadways.
Driving is not easy. Perhaps that’s why more than 32,000 people are killed in roadway crashes each year. That’s a staggering amount by any measure.
State DOTs and other public safety organizations around the country are doing their part to try and get all of us – the experienced driver and the young person – to imagine a future when no one dies on America’s roadways.
Under the banner “Toward Zero Deaths,” a coalition of transportation organizations have decided that our national target goal for roadway deaths should be less than one.
Many state examples of public outreach campaigns touting the target goal can be found online. Mississippi Department of Transportation recently launched its web site and it features a game show-themed video asking regular people safety related messages.
Mississippi’s video follows the lead of states like Utah, Iowa and Nevada by asking people how many deaths are acceptable on the nation’s highways. Then they ask, how many deaths are acceptable in that person’s family. Of course it’s zero.
I have always considered it clever and effective to make the issue of safety intensely personal. But nothing makes the topic as effective as climbing into a vehicle with a young driver.
The New York State Department of Transportation this week released a new public safety announcement video that hits close to home for anyone who has worked on the road, with those who work on the road or each morning kiss their loved one goodbye hoping they return from working on the road. Here’s the formal announcement from Gov. Cuomo.