CONNECTED VEHICLES ARE COMING SOON

CONNECTED VEHICLES

Key Messages

• Connected vehicles can significantly reduce traffic accidents

• Connected vehicles can make travel easier, more efficient, and more enjoyable

• Connected vehicles can help curb pollution

• Connected vehicles include all modes of transportation as well as pedestrians

• Connected vehicle research is a partnership between the USDOT, the auto industry, and other public and private researchers

• Connected vehicles are not a threat to your privacy

• NHTSA is moving forward with deployment of vehicle –to-vehicle technology; the next step will be connected vehicle pilots

OUR KEY COMMUNICATIONS CHALLENGES

Some of our main challenges include:

• Connected vehicle technology is still in development

• The government is limited in what it can say about the technology

• Key stakeholders need to be informed

• The public needs to be educated

• Inaccurate perceptions need to be addressed

• Public is concerned about privacy of connected vehicle data

• Public not aware of ALL the benefits associated with connected vehicles

We use a variety of communications tools and formats to tell our story:

TELLING OUR STORY

• Online video

• Infographics

• Animation

• Trade show displays

• Modified stock photos

• Downloadable images

• Posters

• Newsletters

• Story boards

• Simulators

• Webinars

• ePrimers

• Internal Tool Kits

COMMUNICATIONS TOOL: ONLINE VIDEO

• Short videos of just a few seconds can help to tell your story

• Media outlets are also more likely to use them

COMMUNICATIONS TOOL: INFOGRAPHICS

• Infographics help to map out complex ideas so they can be better understood

• The USDOT uses infographics to explain how connected vehicle applications would work in a real-world situation

Ensure subject matter experts review your infographics. Small changes can impact the accuracy of your message.

COMMUNICATIONS TOOL: ANIMATION

• Animation is a powerful tool to help tell a story

• Animated videos can be silent or include narration

• Narration is important in communicating key messages that cannot be conveyed solely through visuals

Get scripts approved before starting the animation work.

Make sure the animation has closed captioning when required.

COMMUNICATIONS TOOL: TRADE SHOW DISPLAYS

• Signage at trade shows can help explain the importance of your display

Keep signage simple and use promotional flyers to provide more detailed information.

COMMUNICATIONS TOOL: MODIFIED STOCK PHOTOS

• Photos can be modified to tell your story

Original Photo Modified Photo

Make sure you are familiar with the copyright license for your stock photo company.

Talk to your attorney before uploading modified images on your website for download.

COMMUNICATIONS TOOL: DOWNLOADABLE IMAGES

• A creative image that tells a story will be popular with media outlets

Ensure high-resolution versions are available for download from your website.

COMMUNICATIONS TOOL: POSTERS

• Posters are an inexpensive, non-controversial promotional item that can be distributed at trade shows

Ensure posters are high quality and attention grabbing.

COMMUNICATIONS TOOL: NEWSLETTERS

• A newsletter is a common and effective communications tool for providing information and creating/increasing awareness

Create a newsletter template that is exciting and attracts your audience, while also being consistent to your brand.

COMMUNICATIONS TOOL: STORY BOARDS

• Storyboards can help illustrate the real-world applications of your technology

Don’t just state the facts in your presentations; show them.

COMMUNICATIONS TOOL: TRAINING

• We used in-class, online and webinar training to educate people in the transportation industry about connected vehicles

COMMUNICATIONS TOOL: WEB MICROSITE

COMMUNICATIONS TOOL: INTERNAL STAFF TOOL KIT

We share an internal tool kit for the USDOT staff to access which provides them with a variety of resources including:

• Talking Points

• Factsheets

• Leave Behind Materials

• FAQ’s

• Web Resources

• Staff Webinar

COMMUNICATIONS TOOL: SIMULATORS

We often use driving simulators to allow our audience to experience what it’s like to drive a connected vehicle first-hand:

COMMUNICATIONS TOOL: ePRIMER

The ITS ePrimer provides transportation professionals with fundamental concepts and practices related to ITS technologies. This online resource can help practicing professionals and students better understand how ITS is integrated into the planning, design, deployment, and operations of surface transportation systems.

COMMUNICATIONS TOOL: CONNECTED VEHICLE 101 WORKSHOPS

These Classroom-style workshops are taught by USDOT staffers and contractors and are available at selected Industry events around the U.S.

COMMUNICATIONS TOOL: TAILOR YOUR MESSAGE TO YOUR AUDIENCE

StudentsPublic Officials

Media

Make your message resonate strongly with your target audience

LESSONS LEARNED

• Map out your story in advance

• Keep messages simple; use plain English

• Use concepts people can relate to—“Wi-Fi for cars”

• Keep subject matter experts involved throughout the process

• Focus on the “cool factor” of your message

• Keep attorneys involved when dealing with copyrighted images

• Do a communications gap analysis; determine whether similar work has already been performed

CONTACT INFO

Mike PinaProgram Manager, Communications & Outreach Federal Highway AdministrationOffice of the Assistant Secretary for Research and Technology(202) 366-3700michael.pina@dot.gov Twitter: @ITSJPODirectorFacebook: www.facebook.com/DOTRITAWebsite: www.its.dot.gov

Photos courtesy of: USDOT