The PR issues surrounding toll roads in Arizona
There has been mention of possible toll roads in Arizona before; and according to the article in today’s Arizona Republic, it’s looking more and more like reality.
High Occupancy Tolls (HOT) may have found their best timing, with ADOT looking for more money, and drivers becoming increasingly frustrated over the traffic delays getting to work.
I don’t intuitively know how to address public relations for what I call “issues,” rather than high-tech products. Didn’t encounter too many issues in the high-tech world as my clients’ software was extremely targeted and didn’t have an impact on a wide-ranging audience. I DID have to conduct an information campaign for a high-tech company whose manufacturing processes had tainted groundwater, and found it to be one of the least rewarding PR projects I’ve ever worked on.
Arizonans tend to want more freedom and less restriction. Many have moved here from states in the midwest and east coast that have more highway speed guidelines and more toll bridges and roads. So the challenge is how to convey the speed and convenience of possible toll roads vs. the inconvenience of paying for tolls or most likely acquiring a toll pass, either in card form or electronically. Add to that inconvenience the challenge of promoting yet another expense to already-strapped customers.
I commuted from Boston to Data General in Westboro on the Mass Pike for my first job in PR, and got quite used to the turnpike. I remember it cost me 90 cents each way back in 1984. I don’t know that the Mass Pike is a good example, however, of a toll road that has worked – I believe it’s still in arrears, even after all this time.
If I were handling PR for ADOT, I’d go into research mode so I’d know exactly what opinions and demographics I was dealing with, and I’d build relationships with the right constituents before delivering the message. Those of you who have extensive experience in issues PR, what works and what doesn’t? Horror stories always welcome. 
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Comments
November 23rd, 2009 at 9:25 pm
Linda,
As you suggest, ADOT has been engaged in pretty comprehensive customer, leader, market and perception profiles based on research over the past two years. Public-private partnerships, which MAY ultimately include HOT lanes, are just one of the reasons. The larger issue for us is identifying the services and belief of customers to help guide decisions in these “difficult” budget times. Despite transportation services designed to be self-sustaining, more than $500 million has been siphoned into other state budget areas. On top of that, revenues — as we all can relate to — are way down.
Data is helping us to decide which maintenance issues the public most values. Lane markings or potholes? Reflective signs or snowplowing? While data cannot guide every decision, it is supporting a new way to make decisions — in these times when tough decisions have to be made. Construction moves forward with federal dollars, but operational factors are left to suffer (rest areas, MVD offices, layoffs).
Public-private partnerships are one of the avenues we are exploring. We are open to receiving concepts from companies with an interest. We’ll see what we get and then get specific in talking with the community about these ideas. One point we have been clear on: public support is absolutely required for any public-private partnership (like our policy today for roundabouts).
These are exciting times — and at ADOT, the PR shop is right in the middle of the navigating the course.
Warmly,
Tm Tait
ADOT
November 24th, 2009 at 8:00 am
Tim – so glad to hear how aggressively PR is involved in this issue/decision. With so many people moving here and visiting here, our roads have never been more important.