Project PR Program Philosophy and Audiences
The philosophy behind a typical PR program for a public project
should cover a number of issues. For example:
- Conveying a good understanding of the project to the project
team and workforce
- Providing presentation materials and handouts
- Keeping the
- Being open
with information and
responding to misinformation
Project #2: ALRT
In addition to the above, primary target audiences of the Transit
project included the alignment neighborhoods.
Aerial view shows major acquisition of property and track relocation
to meet local opposition to running through a commercial center
However, it was noted that the people in this community would not
necessarily be the same as the future transit commuters. In other
words, a local but vocal minority could be expected, while the principal
beneficiaries, the commuting public, would be from a much wider
radius and no doubt constitute a silent majority. This type of situation
is of course quite common in most large public projects.
The way vociferous people were often handled was to bring them
in to the project demonstration center and discuss their concerns
quite openly and honestly. They were often very much mollified when
they were convinced that no secrets were being held back. Secondary
target audiences included the transit industry as a whole.
Project #3: Expo 86
At Expo a similar approach was taken. Due to the fair's location
in the city, four major neighborhood interest groups were identified,
and a special site neighbors program was established. Community
Relations workers developed an effective liaison with each group.
This approach worked well, and as a result there were few complaints
in spite of construction upset and pile driving noise.
A 1:100 scale model was built and exhibited in a prototype standard
exhibition display building, two years before opening day. The model
was probably the largest architectural model ever built in Canada,
and will have been seen by over 200,000 people. Together with supporting
display material, it has helped to attract exhibitors, generate
enthusiasm and answer many of the questions and concerns of the
various interest groups.
Throughout, the Communication Division has identified its friends
and its enemies, and has addressed itself to the grass roots. Any
suggestion of secretiveness has been carefully avoided. Up to 60,000
copies of 'Neighbor's News has been distributed monthly, and every
effort has been made to take advantage of networking through the
distribution of the Expo logo and children's' fascination with Expo
Ernie, a small lifelike working robot