Big Highway Projects Requires Flexible Communications
Washington Department of Transportation

A wise observer once noticed that there’s nothing as constant as change.

That’s particularly true when it comes to managing communications for a huge public infrastructure project. Perhaps that’s why the team motto for the Seattle metro area’s Interstate 405 Project is “Stay Flexible and Nimble”.

The project’s purpose is a good one: To improve the ability of the I-405 corridor to carry more people and more freight by implementing a 20-year, $11 billion master plan approved by local, state and federal officials in October 2002.

However, with a project so large, improvements must be phased due to funding constraints. And, while the first $485 million for the project, to fix three critical chokepoints, was approved by the Washington State Legislature in early 2003, significant additional funding for the 10-year, $4.7 billion “implementation plan” may (or may not) be put to voters in November 2004. (Meanwhile, environmental clearance work is underway on the funded projects.)

Add to the mix a variety of other, huge transportation projects in the Puget Sound region – each with their own influential constituencies – that are also jockeying for attention and funding and you have an extremely complex and changeable situation, to say the least.

Strategizing to keep key audiences up-to-date and aware of this situation and of the critical decision points affecting them is Wilkinson Ferrari & Co.’s role. Working with a Seattle-based public relations firm to implement plans, WF&Co. is focused on achieving the following objectives:

• Staying tuned to the changing environment and adapting key messages. In an intricate and shifting situation, it’s necessary to refine key messages and approaches to remain on target.
• Keeping internal audiences educated. It’s critical to maintain constant and clear communication with staff, particularly on a project involving a variety of consulting firms and public agencies.
• Making sure key allies stay key allies. By taking nothing for granted, we help ensure that our strong base of support stays that way.
• Identifying and educating those who “should” know more. Many people who you think should understand your project, simply don’t. It’s our job to find and educate them.

By developing and sticking to a solid, but easily adaptable communications plan, WF&Co. is able to help I-405 project managers not only deal with and react to constant change, but stay on message while doing it. –Brian Wilkinson