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26 | ENGAGING AIRPORT STAKEHOLDERS Engagement Materials7 The engagement materials that are discussed in this guidebook with samples provided in elec-tronic form in the NextGen Outreach Toolkit have been written and formatted to effectively convey relevant NextGen information to stakeholders. Some of this information can be used by all airports. However, many survey respondents (22 of 33, or 66.7% of the respondents who answered the question) indicated that effective stakeholder engagement information must also be specific to individual airport circumstances. To address this need, the material provided in the toolkit was made editable where specific details such as airport contact information, statistics, and images can best be used. References provided in the NextGen Outreach Toolkit also will help airports find specific informa- tion they may need to fill in some of the customizable details. The editable content has been provided using Microsoft® Office-based files so that most users will be able to access and edit the content with- out needing to acquire or learn additional software. Similarly, the graphics and images provided were carefully selected so that they can be printed effectively by professional printers, local copy stores, or even on color office printers. To make complex ideas more understandable, engagement materials should be highly graphical (Woodward, Briscoe, and Dunholter 2009). Maps can be used to communicate important information such as flight procedure routes, actual flight tracks, areas impacted by different levels of aircraft noise, and land use patterns more effectively that other means. Animations can show the positions of aircraft at various points of time and can illustrate change from current to future conditions. Infographicsâ highly visual integrations of key messages, statistics, and images into a poster-like formatâcan convey a lot of information concisely and intuitively. Charts and graphs can display trends and numerical information clearly. Many types of material can be used to convey the information stakeholders require. Figure 7-1 ranks types of material identified by survey respondents based on the frequency in which they were men- 1 Respondents (n = 29 of 40). Respondents could identify more than one type of material. Source: ACRP Project 01-28 survey Figure 7-1. Types of material stakeholders feel has been successful.
Engagement Materials | 27 tioned. The balance of this chapter discusses the four categories of materials (websites, briefing materi- als, media kits, and flyers) that were ranked as having the most importance by ACRP Project 01-28 survey respondents. Samples of these engagement materials are offered in the NextGen Outreach Toolkit. A brief discussion of some additional materials such as Frequently Asked Question (FAQ) sheets and posters is grouped in with the discussion of flyers. Websites Our initial prioritization, literature search, survey results, and case study interviews all highlighted the importance of websites when engaging stakeholders. Websites offer a lower cost way to stimulate two-way communication between airports and their stakeholders. With an average of 5.7 connected devices per household with Internet service (Protalinski 2013) and the possibility of 10 Internet con- nected devices per person by 2020 (Dell 2014), it is clear that the Internet is an important way to reach people. Creating and hosting a website can be a burden for some airports. Even if the airport maintains a primary site, the additional work required to maintain a specialty site on NextGen capabilities may present a barrier to stakeholder engagement. To overcome this barrier, an airport-focused NextGen website template has been made available as part of the NextGen Outreach Toolkit (see Figure 7-2). References to external sources uncovered during the literature search for ACRP Project 01-28 have been incorporated; additional links can be incorporated by airport users of the template. Airports can customize and deploy a website based on this template to support NextGen-related stakeholder engagement. Engagement material can be downloaded and edited in word processing software. The airportâs website can be hosted either on an internal website or using an external com- mercial website host, as desired. The cost the airport pays to a service for hosting the site online will vary depending on the amount of content, the level of service desired, and the pricing of the hosting provider. However, the airportâs overall cost will be reduced by starting with a template designed to support NextGen-related engagement and pre-populated with graphics, content, and links that can deliver the information stakeholders require. Figure 7-2. Screenshot of website template in the NextGen Outreach Toolkit.
28 | ENGAGING AIRPORT STAKEHOLDERS Briefing Materials Face-to-face meetings were highlighted as a critical engagement method in the ACRP Project 01-28 literature search, survey results, and interview remarks. The following materials have been prepared to help airports proactively convene and run meetings that inform community members, local elected officials, and tenants about NextGen and its impact. These materials also may help airports coordinate with regional FAA staff regarding this aspect of stakeholder engagement. The goal of face-to-face brief- ings will be to establish a two-way dialogue so that stakeholders can learn, express their interests, and collaboratively craft an outcome that achieves the optimal balance of their needs. Agendas Well-run meetings have an agenda. They set expectations about what will be covered and allow at- tendees to prepare. They establish a commitment made by the meeting organizer about the informa- tion that will be provided in exchange for the attendeesâ time. The agenda items listed in Figure 7-3 are deliberately over-complete. Not all of the agenda items listed are appropriate for every meeting. Airport meeting organizers can choose from or add to the items listed to create a targeted meeting agenda that suits the situation. Figure 7-3. Agenda items for community and operator/FAA meetings. Presentations Many meeting organizers use slide presentations to convey the pertinent information. A sample pre- sentation that focuses on PBN procedures has been included in the NextGen Outreach Toolkit to help airport staff members organize and present relevant information to their stakeholders (Figure 7-4). The research conducted for ACRP Project 01-28 indicates that much of the information must be specific to the time and location of the PBN procedures being implemented. Accordingly, the sample presenta-
Engagement Materials | 29 tion will need to be customized. That said, using the presentation template provided will allow airport staff members to save time in organizing layout and flow of the general information common to most presentations, freeing them to focus on adding or customizing the specific PBN implementation infor- mation needed by their stakeholders. It is suggested that this presentation be given early, when specif- ics of implementation of the NextGen initiative are still being planned, so that modifications prompted by stakeholder engagement can still be made. Figure 7-4. Sample presentation slide in the NextGen Outreach Toolkit. Media Kits NextGen implementation will bring increasing news coverage. Articles and television stories about the noise impact on airport neighbors may begin to proliferate. Airports can provide media outlets with positive and accurate information about NextGen initiatives using pre-written press or media kits. By proactively providing this information, airports can help media deliver a more balanced and com- plete story about the changes NextGen is bringing, not only to a local community but to the national airspace. Press Releases Airports can use press releases to inform local media of new PBN procedures, what they will bring to the airport and community, the impact they may have, how interested parties can become involved, upcoming events, and points of contact. A sample press release, included in the NextGen Outreach Toolkit, is intended to cover most of the pertinent information an airport would share with the media about NextGen, although relevant specifics should be added where indicated and irrelevant sections can be omitted (see Figure 7-5).
30 | ENGAGING AIRPORT STAKEHOLDERS Figure 7-5. Sample NextGen press release for airports. Photos and Videos Journalists need images and videos to complement the text they write. To complement the press re- lease, an airport may want to provide relevant photos and videos. Beyond stock images of planes tak- ing off, landing, or taxiing, these visual resources can provide the press with more meaningful material that helps convey the NextGen story. A collection of royalty-free images and videos has already been produced by FAA. These images and videos are available on the FAA website, and a link to the FAA library is included in the NextGen Outreach Toolkit (see Figure 7-6).
Engagement Materials | 31 Source: FAA (http://www.faa.gov/tv/?categoryId=44) Figure 7-6. Screenshot from FAA sample photo and video library. Flyers and Ancillary Materials Airports can use various types of printed materials to disseminate information about NextGen. Flyers can convey targeted information using an intuitive graphical format that does not require the reader to attend a meeting or browse to a website. Of the many forms of printed materials available, tri-fold flyers, fact sheets, and pages addressing FAQs can be the most effective for concisely providing com- munity stakeholders with the focused information they need. Flyers A basic tri-fold flyer can be used to briefly explain to community members what NextGen is, what PBN is, and what impacts they may expect from a NextGen PBN initiative. The sample flyer shown in Fig- ure 7-7 is laid out in a manner that accentuates the information the project teamâs research indicates is most relevant. The sample flyer incorporates the âKnowing NextGenâ graphical design adopted by the five research teams that produced the ACRP Report 150 series, and it is provided among the edit- able stakeholder engagement materials in the NextGen Outreach Toolkit. On the sample flyer, space has been left blank intentionally so that airports can add their own logos, a map, a description of local NextGen initiatives, and their contact information. Airports can thus download, adapt, and print the flyer for use locally.
32 | ENGAGING AIRPORT STAKEHOLDERS Figure 7-7. Sample tri-fold flyer for informing community members near an airport.
Engagement Materials | 33 Fact Sheets A fact sheet presents the information on the flyer in an 8.5âx11â format (Figure 7-8). Airports may prefer this format as a handout at meetings or other events. Figure 7-8. Sample informational fact sheet for community members near an airport. FAQ Sheets FAQs have become a common way to quickly deliver answers to the questions stakeholders most often have. Based on research conducted for ACRP Project 01-28 and on team member experience, the research team identified 10 common questions about NextGen and created brief, non-technical answers. The resulting FAQ sheet can be distributed at meetings, mailed along with other material, or included at displays or kiosks (see Figure 7-9). Airports that maintain a Next-Gen related website also can post the FAQs online. As with the other community engagement materials included in the Next- Gen Outreach Toolkit, the FAQ document can be modified by an airport and printed locally. Additional questions and answers that airports may wish to incorporate can be found on FAAâs webpage on Next- Gen for Airports (https://www.faa.gov/nextgen/qanda/airports/). 9
Figure 7-9. Sample layout for NextGen FAQs.
