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Canadian Energy & Water Efficiency Conference, Calgary, AB
October 18, 2013
Leslie Hetherington, MBA, APR Communications Director
Hardy Stevenson & Associates Limited A multi-disciplinary strategic planning, public affairs
and engineering consultancy that addresses the human side of infrastructure, energy and sustainability projects, among others
Applies evidence-based research to engage people, mitigate issues and build success
Led the public consultation and communication process for approval of more than $30 billion in Canadian infrastructure projects during past 25 years
“Governments give permits, the public gives permission.”
Why Communicate?
1. Increase Understanding & Refute Rumours
2. Manage Expectations & Minimize Complaints
3. Embrace Opportunities & Mitigate Issues
4. Hone Advocates & Defuse Critics
5. Build Trust and Credibility
To complete project on time and on budget
Status of Government Trust
Source: 2012 Edelman Trust Barometer – Annual Global Study
Canada: How much do you trust government to do what is right?
56% ranked 6 – 9 (on 1 – 9 scale)
Global:
Messages
1. Audience
2. Objectives
3. Strategy
5. Evaluate
4. Tactics
GOAL
Strategic Communications Process
Standard Process & Procedures
1. Mandated Audience
2. Published Notices
3. Public Information Centre (PIC)
4. Open House
5. Consultation (if necessary)
Is this enough?
Standard Process & Procedures
Print notices may not reach all impacted audiences
Notices may not be received in timely manner
One-way communications may be misunderstood
Audience may lack time to “attend” events
Audience may not seek answers from you
…But Internet imposes transparency & amplifies rumours/negativity
Building Trust
Foster Dialogue
Tailor Messages & Delivery
Align Actions
Identify Audience
1 – Identify Audience
Inclusive
Align Across & Down
Timely
Audience
MUNICIPALITY/ REGION/
PROPONENT/ COUNTY
Employees: Promise of
Loyalty/ Advocacy Contractors: Promise of Efficiency & Community
Goodwill
Residents: Promise of
Understanding/Support
Regulators: Promise of Favourable Regulation
Local Businesses: Promise of
Cooperation
Media: Promise of Beneficial
Media Coverage
Interest Groups/Activists:
Promise of Advocacy/Neutrality
Politicians: Promise of
Support
Audience
MUNICIPALITY/ REGION/
PROPONENT/ COUNTY
Employees: Promise of Loyalty/
Advocacy
Employees:
Threat of Disloyalty/ Breaches/ Grievances
Contractors: Promise of Efficiency & Community
Goodwill Contractors:
Threat of Disputes/
Complaints Residents: Promise of
Understanding/Support
Residents: Threat of
Resistance
Regulators: Promise of Approvals
Fed./Prov. Regulators: Threat of
Delays Local Businesses: Promise of
Cooperation
Local Businesses:
Threat of Complaints/
Delays
Media: Promise of Beneficial
Media Coverage
Media: Threat of Rumours/ Negative Coverage
Interest Groups/Activists:
Promise of Advocacy/Neutrality
Interest Groups/ Activists: Threat
of Protests
Politicians: Promise of
Support
Politicians: Threat of
Delays
Audience Local Residents
Elected Officials
Local Businesses & Institutions
Ratepayer & Community Organizations
Media
Environmental Activists
May also include:
Public transit authorities
School Boards and schools
Emergency service personnel
Health care providers
Trucking organizations
First Nations
2 – Tailor Messages & Delivery
Common Values & WIIFM
Clarity
Various Ways or Tactics
Common Values & WIIFM 1. Perceived benefits (& risks) matter
2. Similarity of values vs. detailed actions summary*
3. Personal & practical benefits for each audience
4. What they need to know – even impacts/issues, with mitigation solutions
5. Comparative vs. absolute solutions
6. Focus on individual critics vs. groups created to oppose*
* Based on OPG Polling
Clarity 1. Simplify complexity –
plain, jargon free language
2. Use analogies
3. Support with facts and research
4. Promote credentials and technical expertise
520 mil. litres of water/day = 408 Olympic Pools*
Credibility Graph Source: 2012 Edelman Trust Barometer – Annual Global Study
*Hanlan Water Project
What does this sound like?
“Bringing Safe Water to Our Community”
Current system is unsustainable
This project provides a healthy water supply
Other levels of government are helping
To politicians: Project will be well managed, maintain residents’ trust/goodwill, highlight your involvement and… strive for no complaints to reach you
To residents: You will be disrupted and have to pay for improvements….to have healthy water supply at end
Various Accessible Tactics for Varied Audiences
Website, Fact Sheets/Brochures, FAQs, Fridge Magnets, Ads, Earned & Social
Media, Community Liaison Group, PICs, Issues Tracking Sheets, Small
Presentations……
Local Residents, Local Businesses,
Community Groups…
Website, Roadside Signage, Drivers’ Info Line, Social Media
Commuters, Local Transit, Truck Drivers
Ambassadors , Community Walks , Custom Care Program
Local Businesses & Institutions, Local Residents
Construction Initiation Workshop, Complaint Avoidance &
Resolution Training Contractors
Use Repetition…
Source: 2012 Edelman Trust Barometer – Annual Global Study
Building Trust and Confidence Over the Long-term
Matched process change with communications
Faced facts about odour’s existence head on
Communicated comparative changes
Studied perceived concerns and benefits
One-way tactics: website, interpretive signage, brochures
Two-way tactics: phone surveys, public working group, politician steering committee, open house, community meetings
3 – Foster Dialogue
Questions
Feedback
Engagement
Fostering Dialogue Offline:
Ambassadors, Business & Institutional Care Program, Community Walks, PICs..
Community meetings create shared solutions – on-board transit signs
Online:
Website and Twitter to expand and enhance awareness, engage and build advocates
4 – Align Actions
Accountability
Transparency
Traceability
Evaluation & Results
Water and sewer distribution system completed on time and budget with no complaints
Plant expansion completed with no public complaints & program won a Dalton Pen Communications Award
Project and actions praised by Mississauga mayor and no complaints to date
Summary 1. Consider role of communications and consultation in
getting infrastructure project approved on time/budget.
2. Brianstorm all scenarios to identify broad, inclusive audience at start of project
3. Tailor messages and delivery to audience perceptions, needs and values
4. Encourage engagement and respond to all input; foster dialogue – online and offline
5. Align actions to communications by ensuring transparency, traceability and accountability
Effective communications enhances credibility to meet project’s needs, while building long-term trust
