Communicating with station users
Inform the public including station users about the purpose, nature and details of the trials to avoid misperceptions or misunderstandings. For example, the trials should be communicated as exactly that – they are not a permanent addition or change. This will change the way people interact with the systems and how they may respond to them.
Communicating to the range of relevant audiences is a responsibility shared by the trial organisations and the station. Collaboration on the communication strategy is therefore important to understand roles and responsibilities. The station may have design templates that need to be followed when displaying information.
Who to engage with
Consider the many different audiences to reach out to and the purpose for doing so – this will determine the message. What is provided to other organisations involved in SIZ will differ to communications to station staff and users. It is not only about sharing information, but also requesting support and engagement and asking for feedback.
What to say
Consider the tone of voice and terminology that is used. Not everyone will be familiar with the technologies that you may be testing, so ‘tech speak’ may be difficult to understand for members of the public. Think about what the key information is to share with the wider public, and when you may need to update them on any progress made.
How to say it
Reflect on what information you are sharing with your audience to understand how it may be best shared (e.g., face-to-face, verbal, visual, digital, or paper-based). Think not only about ease of access, but also relevance of the message at certain locations. For example, one of the trial at the BTM SIZ would have benefitted from having a clear ‘trial’ sign attached to the setup, to ensure that any incoming feedback is managed accordingly. Consider a wide range of users: these could be children, people with limited literacy, and disabilities such as visual impairment.
Consider responses
Remember that the public may want to respond to the information you are sharing with them. Think about how you can be open to receiving this feedback. Would you like to invite them to become a participant in your trial? Can you provide opportunities to add their feedback? Maybe they want to speak to staff, or would they prefer to share any responses on social media?
Ensure that you are flexible in how you share your message, and what you say. Any communication strategy will require budget to be executed, but make sure to plan for updates and changes and reflect on the success of communications.