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Unit 5: Effective Road Safety Management Science-Based Road Safety Research

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RCEP Program Credits HSRCs Road Safety Academy has met the standards and requirements of the Registered Continuing Education Program. Credit earned on completion of this program will be reported to RCEP. A certificate of completion will be issued to each participant. As such, it does not include content that may be deemed or construed to be an approval or endorsement by NCEES or RCEP.

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CM Credits Road Safety Academy is a registered provider with the AICP and able to offer CM credits for this course. Credits can be logged at the APA website.

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Module 1-1 44 Tracking your way through Road Safety 101 Unit 5: Effective Road Safety Management Module 1:Leadership and Champions Module 2:Collaboration and Coalition Building Module 3:Outreach and Communication

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Leadership and Champions Describe the fundamental organizational leadership and support needs for effective and efficient road safety management. 5

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Major Topics Defining Leadership Leadership Traits and Skills Influencing Others Barriers to Effective Leadership Key Leadership Positions 6 Supplemental Reference Dynamics of Leadership in Public Service: Theory and Practice Montgomery Van Wart

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Importance of Leadership Bring cohesiveness to a diverse field Ensure technical knowledge is used Make safety a priority in a competitive policy environment 7

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Current Leadership Requirement State Strategic Highway Safety Plans Safety Champion Interdisciplinary Approach to Safety 8

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Defining Leadership Leaders : Inspire followers Provide direction Examples: DOT Secretary Law enforcement Trauma nurse 9

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Leading Versus Managing Leaders focus on setting direction and motivating the group. Managers focus on effective execution and use of resources. Both skill sets are necessary to get things done, often in the same individual. We lead people, but we manage things. 10

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Leadership Traits Self confidence and decisiveness Resilience and energy Need for achievement/service mentality Flexibility Emotional maturity 11

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Leadership Skills Communication Social interaction Problem solving Technical knowledge and understanding Influence 12

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Power to Influence Traditional Authority Position Power Referent Power Available to all Ability to influence 13

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Influence Tactics Pressuring Exchange Legitimating Rational persuasion 14 Consultation Emotional appeals Personal appeals Friendliness

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Leadership Constraints Legal or contractual constraints Limits of position power Resource constraints Limits on leadership abilities 16

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Key Leadership Positions Governor DOT Secretary DOT Director of Planning DOT Chief Engineer Governors Highway Safety Representative Police Superintendent 17

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Review Leaders are essential in the road safety field Leaders set direction and inspire others to follow Leaders have certain traits and skills that can be developed Leaders are bound by limitations in their authority, available resources, and their skills Key leadership positions 18

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Module 1-1 19 Tracking your way through Road Safety 101 Unit 5: Effective Road Safety Management Module 1:Leadership and Champions Module 2:Collaboration and Coalition Building Module 3:Outreach and Communication

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20 Road Safety Program Management Identify strategies for establishing and sustaining effective multidisciplinary collaborative relationships and coalitions.

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21 Major Topics Defining Collaboration Methods for Developing Collaborative Relationships Sustaining Collaborative Coalitions Barriers to Collaboration Process and Outcome Criteria Benefits of Collaboration

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22 Introduction to Collaboration Many agencies have a role to play in road safety program management Each provides different knowledge, expertise, and approaches to problem solving Differing approaches contribute to more robust road safety programs but also increase the difficulty of collaboration

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23 Collaboration Definition Dictionary definition: To work together, especially in a joint intellectual effort. Road Safety Program Management definition: agencies and organizations working together to improve road safety Establishing and Maintaining Effective collaborative Relationships Create a basic foundation for effective collaboration. Exert strong leadership. Establish a process to support collaboration. Provide organizational support.

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24 Build a Foundation Establish goals, mission statements and safety targets. Assess organizational structure. Implement a data collection and analysis strategy. Identify mechanisms for sharing the data and analysis results. Organize and institutionalize opportunities. Establish road safety as a prime objective. Examine dedicated funding.

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25 Exert Leadership Identify, support, and train safety champions. Establish a high-level executive committee. Encourage the leadership of all organizations. Incorporate performance objectives.

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26 Methods Establish a Process Develop an analysis-driven process. Adopt an implementation focus. Establish formal levels of communication. Utilize tools. Utilize collaborative technology.

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27 Methods Provide Organizational Support Develop implementation plan. Assess organizational relationships. Evaluate type and quality of data. Examine interagency communications. Determine human resource and training needs. Assess investment decision-making processes. Examine potential resource utilization.

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28 Motivating Active Involvement Broad Involvement Individual Representatives Responsibilities and Expectations Meeting Schedule and Location Refreshments

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29 Sustaining Coalitions Solve Problems Manage Conflict Maintain Participation Evaluate Effectiveness Sustain Morale

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30 Barriers to Collaboration Values Language Problem Solving Strategies Leadership by Discipline or Organization

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31 Barriers (cont.) Lack of Safety Champions Failure to Mainstream Safety Insufficient Data Siloed Mindsets Turnover Time

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32 Process Criteria Inclusive Rules of Collaboration Engagement Challenges Information Discussion Prior to Consensus

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33 Outcome Criteria High Quality Agreements Stalemates Innovative Ideas Learning and Change Social and Political Capital Changes in Attitudes and Institutions Flexible Institutions and Practices

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34 Benefits of Collaboration Multidisciplinary Problems More Robust Solutions Relationships Building among Competing Interests

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35 Review Defining Collaboration Methods for Developing Collaborative Relationships Sustaining Collaborative Coalitions Barriers to Collaboration Process and Outcome Criteria Benefits of Collaboration

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36 Tracking your way through Road Safety 101 Unit 5: Effective Road Safety Management Module 1:Leadership and Champions Module 2:Collaboration and Coalition Building Module 3:Outreach and Communication

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37 Outreach and Communication Develop opportunities to stimulate change through effective communications and outreach techniques.

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38 Major Topics Effective and Ineffective Communication Approaches Elements of a Communications Plan Traditional and Non-traditional Delivery Mechanisms Elements of Effective Public Involvement Dos and Donts for Public Outreach Measuring the Effectiveness of Public Involvement

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39 Effective Communication Approaches Communicate New Knowledge Public Information/Enforcement Effort Targeted and Tested Longer-term Use Interactive Methods Concrete Steps to Avoid Danger

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40 Ineffective Communication Approaches Passive Messaging Slogans Education Programs Short-term Programs with Low-Intensity Messages Use of Extreme Fear or Scare Techniques

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41 Elements of a Communications Plan Determine the Target Audience Knowledge level Beliefs Values Motivation Determine the Purpose and Develop an Appropriate Message Modify Stop Start Combination Focus test messages

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42 Elements (cont.) Determine Delivery Mechanisms Traditional Delivery Mechanisms Paid and Unpaid Advertising Print Articles and Broadcast Stories Information Programs Print Material (Posters, Brochures) and Outdoor Advertising Guidebooks or Desk References

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43 Elements (cont.) Non-Traditional Delivery Mechanisms Variable Message Boards / ITS Infrastructure Online Advertising and Dedicated Websites Social Networking (YouTube, MySpace, Facebook) Blogs, Twitter Identify Partners Determine timeline

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44 Refine Your Communications Plan Get to Know Your Stakeholders Know How to Effect Public Policy Understand the Media

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45 Media Materials Develop Comprehensive Press Materials Up-to-date press list Media advisory Follow up phone calls News release Develop a Media Hook Evaluate Marketing Strategies Measurable goals

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46 Resource Requirements Staff Advertising Budget Print Budget Event Budget

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47 Effective Public Involvement Programs Define Purpose and Objectives Identify Affected Groups Use Effective Techniques Educate on the Problem and Solutions Provide Feedback

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48 Public Involvement Elements Types of Public Involvement Public meetings/hearings Open houses/forums Conferences/workshops Key Players Transportation and land use planners Citizens Elected officials

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49 Public Involvement Tools and Strategies Websites Toll Free Hotlines Material Distribution and Surveys Mailing/e-mail lists Media News releases and news events Television, radio, and newspaper advertising Billboards

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50 Benefits of Public Involvement Promotes Ownership Draws on Publics Knowledge and Views Results in Decisions that Reflect Community Values Enhances Agency Credibility Builds Public Trust

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51 Dos and Donts for Outreach Initiatives Present Information in a Creative, Non-technical way Do Not Overwhelm with too Much Information Be a Good Listener Leverage Resources Use Effective Marketing and Communication Approaches

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52 Dos and Donts (Cont.) Flexibility Strategic Planning and Thinking Sensitivity to Diversity Racial and ethnic minorities Low income population groups

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53 Measuring Effectiveness Reasons for Evaluation Public opinion Effectiveness Evaluation Framework Evaluation Tools Effectiveness Measures

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54 Review Effective and Ineffective Communication Approaches Elements of a Communications Plan Traditional and Non-traditional Delivery Mechanisms Elements of Effective Public Involvement Dos and Donts for Public Outreach Measuring the Effectiveness of Public Involvement