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

Questions

lesliehetherington@hardystevenson.com

1-877-267-7794

Twitter: @hardystevenson

www.hardystevenson.com