Presentation "Reaching New Audiences With New Tools" at the National Association of Environmental Professionals Annual Conference in LA on April 3, 2013. The panel included Ted Nguyen, Orange County Transportation Authority PR Manager, and Lloyd Brown, AASHTO Communications Director. We discussed how new and traditional outreach tools must compliment one another but focused on the need for the environmental, transportation, AEC, transit industries and more need to more fully embrace new technologies for outreach such as social media. My presentation focused on social media use at the project level.

1. Reaching New Audiences
with New Tools
How Parsons Brinckerhoff Uses
Social Media For Projects
Twitter: @TransPR
Darrel W. Cole
Assistant Vice President
Manager, Communications &
Public Involvement Group
Coled@pbworld.com

2. What’s in your toolbox?
Reaching Audiences Where They Are
Public meetings
E-mail marketing
Branding & key messaging
Interactive Website
Traveling Exhibits
Media Relations
Social Media
Door-to-Door
Mobile Applications
Infographics
And, ??? (Use your
imagination!)

3. Project-Level Social Media
Reaching Audiences Where They Are
Project Social Media Sites Developed by Parsons Brinckerhoff

4. Combining Traditional Outreach with New Methods
The New Reality
Do you know what the
public is saying about your
project, plan, study online,
right now?

5. Combining Traditional Outreach with New Methods
The New Reality
“I’m screwed without you guys”
We Know what the
online public is saying
about our projects.
“I’m soooooo not happy!”
“End this project now!”

6. Connections That Count
It’s Not About Numbers
Ann Arbor
Twitter/ Huey P. Long Bridges LA
Facebook/ Bridge Geaux Wider (As of Nov. ExpressLanes
Other (est. 2009) (est. 2009) 2012) (since 7-2012)
Followers
and likes
7,000 1,600 750 2,500
Monthly Reach
160,000 36,000 12,000 260,000
Potential
monthly reach 3 million+ 900,000 75,000 1.4 million
Of Note: Strategic
2 million reached in Engagement in
1st transportation In a university town, Spanish
5 days, promoting
project in U.S. to 80% of followers ----
public meeting : 300% increase in
utilize Google+ are 35 and over
cost $1,000 engagement in first
2 months
Project Social Media Sites by Parsons Brinckerhoff’s Communications & Public
Involvement Group

7. Be Visual
use photos,
VIDEOS,
and links.

8. Be Honest
and
accurate
Be relevant.

9. Be nice
and
direct
share
It will be returned.

10. After 9 Projects, 20+ social media platforms
What We Have Learned
Ashton Kutcher and Lady Gaga
will not follow your project. You can reach minority
audiences on social media with a
On most projects, more than strategic plan in place
60% followers are women
More views on social media
pages, compared to project
website
25% project information.
Engage, share, be nice, respond
even if in disagreement

11. After 9 Projects, 20+ social media platforms
What We Have Learned
-- Ideal for crisis communications – minimize opposition
-- Advertising through Facebook & Twitter has benefits and is
low cost
-- Must be part of transparent, open communication
philosophy … philosophy of engagement
-- When done right, your most engaged audience
-- Mobile “Likes” are taking over PC-generated “Likes”
-- It’s darn fun

12. Questions
Keep the Conversations Going