This presentation shows how the U.S. Department of Transportation is using a variety of communications tools to educate the public about the benefits of Connected Vehicle Technology. See our video at http://www.its.dot.gov/library/media/15cv_future.htm

2. CONNECTED VEHICLES ARE COMING SOON

3. 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

4. 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

5. 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

6. 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

7. 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.

8. 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.

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. 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.

15. COMMUNICATIONS TOOL: TRAINING
• We used in-class, online and webinar training to
educate people in the transportation industry about
connected vehicles

16. COMMUNICATIONS TOOL: WEB MICROSITE

17. 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

18. 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:

19. 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.

20. 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.

21. COMMUNICATIONS TOOL:
TAILOR YOUR MESSAGE TO YOUR AUDIENCE
StudentsPublic Officials
Media
Make your message resonate strongly with your target audience

22. 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

23. CONTACT INFO
Mike Pina
Program Manager, Communications & Outreach
Federal Highway Administration
Office of the Assistant Secretary for Research
and Technology
(202) 366-3700
michael.pina@dot.gov
Twitter: @ITSJPODirector
Facebook: www.facebook.com/DOTRITA
Website: www.its.dot.gov
Photos courtesy of: USDOT