The Business Challenge
An increase in a public organization’s personnel and a subsequent need to enhance travel capabilities were the catalysts for a joint land use study (JLUS) that commenced in 2009. With physical room to grow and an opportunity to provide more active training for personnel, a committee was formed to oversee the study and determine a growth strategy.
The JLUS Committee determined that the project could potentially touch nine state counties; and gathering the data for that scale of project was a task that would require a team with substantial technical and survey experience. Further, the goal to keep the public informed and involved during the land use study was a major initiative.
The Briljent Solution
Briljent was brought on to the project as a team member to facilitate public involvement throughout the land survey process. Our capabilities with website development, communications plans, meeting facilitation and media strategy development were all instrumental skill sets in the scope of this project. For this portion of the initiative—in which public involvement was defined as the participation and communication with local citizens—Briljent identified five major tasks to ensure community members had a voice in the project.
Task 1: Communication Strategy Development
To create an effective strategy, Briljent conducted meetings with all of the partners in the project—including experts in engineering, water use and various other scientific elements—to identify needs and discuss methods of executing a communication plan. The strategy would span one year, and would require a specific approach to successfully reach the public. The team identified the following fundamental components:
- Website development
- Public meetings
- Press releases
- Public surveys
Briljent used these criteria to develop a project plan to submit to the team and the committee. The plan was immediately approved for implementation.
Task 2: Website Design and Development
The development of a JLUS website served to answer two needs: a physical location to house study data and findings, as well as a place for the community to learn about the project and offer feedback. However, the disparity in the priorities between these two objectives presented a definite challenge; the site content would have to accommodate both an internal audience accustomed to technical language and an external audience that deserved an aesthetically inviting, easily navigated and straightforward forum.
To accomplish this, Briljent identified topics of public interest and then translated highly technical data from our scientific partners into straightforward language. The inclusion of inviting graphics made the site a fantastic communication tool that includes:
- Introduction to all involved parties, as well as contact information.
- Comprehensive project meeting minutes.
- Information on land study analysis and results.
- Maps, history and details about the area.
- Press releases.
- Logistical information.
- Public meeting notices.
The web site was a fundamental tool in this project, ultimately capturing comments from the public and serving as an avenue to submit their thoughts, suggestions and concerns.
Task 3: Public Engagement
As another mechanism for members of the community to learn about the project and vocalize their subsequent opinions, Briljent facilitated two participation forums to initiate an information exchange between citizens and the JLUS project team leaders. Each forum included a presentation, an open house to encourage conversations and questions, and a formal public comment session. Attendees also had the opportunity to view maps, graphs and charts, and discuss their opinions with local leaders, committee members and JLUS consultants.
These two public meetings proved successful in facilitating open and honest communication between everyone in attendance, and Briljent’s expertise in fostering effective communication drove this initiative to success. Inviting key attendees, collecting public comments, documenting meeting proceedings and ensuring participants understood the project were all significant contributions towards assisting the JLUS consultants and committee members in creating the final report. Of significance was the fact that the public had been a part of every step in the process.
Task 4: Media Outreach
As with any project that seeks to involve public opinion, the media was an important vehicle to disseminate information about the JLUS project. Briljent composed a strategy to develop and deliver a series of press releases designed to educate and inform the public about the project. Website availability, upcoming meetings and all other major points of the project were highlighted, resulting in an extensive range of information publication. The goal was to ensure all citizens were aware of the JLUS Committee’s encouragement of public involvement in the project.
Our efforts resulted in significant meeting attendance, as well as media coverage of the two participation forums. Multiple newspapers ran articles on the meetings and local radio and TV stations covered the events.
Task 5: Survey Development and Delivery
Briljent’s final task within the project was to create a tool to capture opinions from community members who may not have attended public meetings or visited the JLUS website. To capture this additional feedback, Briljent developed a detailed survey that was targeted towards civilians who work on the site, and politicians and key business owners in the area. By engaging certain populations that may be more specifically affected by the project, the survey yielded important information. Briljent used this data to create a report for the Committee and the rest of team to include in the final recommendations.
Briljent’s survey experience was an important component in this task. Our aptitude for composing questions that generate significant results—as well as utilizing best practices of delivery to increase the return of surveys to assure findings—was a valuable factor in the success of gathering this essential information.
Brilliant Results
Briljent’s goal throughout this project was to flawlessly execute our role, so we could help our teammates do the same. We demonstrated a skill set that defined us as a strong partner; our communication expertise and ability to maintain vision on the entire scope of the project were pivotal parts of the successful outcome. The website we created serves as our legacy, still operating today as the focal point of the project.
We received a legacy as well—the relationship we forged with our partners. Together, we look forward to brilliant opportunities.