NextGen for Airports, Volume 2: Engaging Airport Stakeholders: Guidebook (2016)

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5 Effective Engagement Methods Effective Engagement Methods | 17 T here are many ways to achieve the objectives of stakeholder engagement, but the following methods clearly stand out as the primary actions that airports have found most effective. Each method is described based on the value it offers to the stakeholder engagement process. Fac- tors that drive the cost of each approach are described. Specific costs will vary depending on the type, quality, and quantity of the material used. Sample stakeholder engagement materials that airports can adapt to their needs are provided in the NextGen Outreach Toolkit that accompanies this guidebook, including a cost estimating spreadsheet tool to help airports estimate the costs of using these materi- als. The benefits of applying each approach are described in this chapter. It is not feasible to quantify these benefits given the wide variety of possible results and the many interrelated factors that influ- ence them. Examples of airports that have applied these methods of stakeholder engagement have been listed and described more fully in the case studies provided in Chapter 9. It may appear that the least costly form of stakeholder engagement is to do nothing. However, doing nothing may foster mistrust when NextGen initiatives are implemented and can increase the likelihood of an unanticipated reaction that will leave the airport little time to react without impacting imple- mentation schedules (Woodward, Briscoe, and Dunholter 2009). Such an approach also may increase the likelihood of litigation, the cost of which ultimately can far exceed the costs of the proactive stake- holder engagement methods described in this guidebook. Briefings and Meetings Briefings and meetings stand out as the primary way to achieve effective two-way communication. Ideally, initial briefings are conducted well in advance of any specific NextGen activities and should be used to introduce NextGen at a high level. As specific NextGen procedures are identified, subsequent meetings should evolve to cover more specific content. These meetings can be carried out in several ways including the following (Woodward, Briscoe, and Dunholter 2009): • Open houses at which stakeholders can meet with airport representatives and specialists on an informal one-on-one basis. • Workshops that convene stakeholders and specialists to present and discuss relevant information. • Public meetings and hearings to which large numbers of community members and representatives are invited to hear formal presentations with question-and-answer periods. • Focus group sessions that bring together a limited number of representative stakeholders who are interested in a specific topic. • Community advisory group meetings that bring together representatives of residents, business, and other groups interested in the community around an airport.

18 | ENGAGING AIRPORT STAKEHOLDERS • Roundtables and working group meetings that bring together stakeholders on a regular basis to meet, discuss, and work on specific activities. These forums allow proponents of an initiative to present their needs and options for satisfying those needs at an appropriate level of detail to affected stakeholders, who can then ask questions and share their concerns. The approach allows presenters to carefully prepare material based on thorough analy- ses and thoughtful consideration of the audience’s need for information but at the same time to be flexible and receptive to questions that arise. It also allows presenters to listen, consult, and participate with stakeholders. Some meetings are regularly scheduled, while others occur as needed. Meeting agendas and slide presentations are the most commonly used ways to distribute information during meetings, but flyers and posters are sometimes used as well. Some interviewees cautioned that meet- ings, particularly those with public stakeholders, are sometimes poorly attended or can become “gripe sessions” for individuals who wish to promote their personal objectives. Despite these concerns, brief- ings and meetings are by far the most common approach to stakeholder engagement. Engaging stakeholders using face-to-face meetings has both benefits and associated costs. • Benefits • Meetings allow for thorough preparation but can be dynamic as presenters respond to attendee questions and comments. • Most presenters are familiar with and can prepare for meetings without external support, except in situations that require high-quality graphics or analytic studies. • Face-to-face meetings do not require Internet access or familiarity with Internet browsing. • Meetings foster two-way communication and a sense of stakeholder participation and transparency. • They also provide opportunities for stakeholders to advocate for their specific needs. • Costs • Face-to-face meetings can require time from technical and/or graphics professionals to prepare analyses and presentation materials. • Attendance requires time from busy professionals (both presenters and stakeholder attendees). • Preparation of high-quality presentations, posters, and handouts can be expensive. • Language translation services may be required for some attendees. Case Study Examples As part of ACRP Project 01-28, the research team developed case studies to examine airport-based stakeholder engagement efforts that focus on the techniques presented in this guidebook (see Chapter 9). Three of the case studies include helpful examples of face-to-face meetings. • The Puget Sound Regional Council is developing an iPad application to show three-dimensional animated renderings of proposed procedures and airspace during face-to-face meetings with stakeholders. • Chicago O’Hare International Airport held a series of public outreach meetings to convey the im- pact its modernization plans will have on neighbors and other stakeholders. • Dallas/Fort Worth International Airport led a series of meetings with representatives of communities that would be impacted by new RNAV procedures before the procedures were implemented.

Effective Engagement Methods | 19 The Internet The “Internet is increasingly being used as a tool for engaging with the public as part of the transport decision-making process” (Cascetta and Pagliara 2013). This trend is substantiated by most respon- dents to the ACRP Project 01-28 survey: 19 of 32 respondents (59.4% of those who responded to the question) indicated that the Internet was an important source for the information they require on NextGen. FAA’s move to publish the 2015 version of the NextGen Update as an interactive webpage is an example of this trend. Several airports have also established websites to provide information to, and in some cases encour- age a two-way flow of communications with, their customers and members of the communities they serve. Content on these websites typically includes general information about the airport, information on future airport plans (e.g., links to the master plan and/or lists of capital improvement projects), and contact information for various airport departments. Sometimes information on the impact of aircraft noise on surrounding communities is provided via static maps or dynamic applications that incorporate actual flight tracks. For example, in 2009 the Port Authority of New York and New Jersey (PANYNJ) established NAAN, a coalition of civic, business, and aviation leaders (PANYNJ 2015). Work- ing with NAAN, PANYNJ maintains a dedicated website on the relevance of NextGen for the airport that provides links to general information sources and to specific information on NextGen activities (see Figure 5-1). Source: PANYNJ (http://www.panynj.gov/airports/nextgen.html) Figure 5-1. Example of an airport-hosted NextGen website. The Internet offers many capabilities for disseminating information beyond websites. Web logs (blogs) provide a periodically updated stream of comments and updates. Online videos and recorded webi- nars enable dissemination of animated and narrated content. The Internet can also foster two-way

20 | ENGAGING AIRPORT STAKEHOLDERS communication via online surveys, forms users can submit, and e-mail links. Social media sites have also become a popular place to encourage two-way dialogue about specific topics. Using the Internet for stakeholder engagement also involves benefits and costs. • Benefits • Multimedia (i.e., written, graphical, and video) content can be dynamic and interactive. • The Internet offers an easy way to reach the largest possible number of people via a variety of devices. • Two-way communication can be enabled via e-mail links or forms. • Costs • Professional design and development requires graphics and programming skills, although many templates and easy-to-use tools are available. • Maintenance of an Internet presence requires payment of web-hosting fees and may involve software updates and patches. Case Study Examples Two of the ACRP Project 01-28 case studies provide helpful examples of using the Internet to engage with stakeholders. • PANYNJ maintains a NextGen Now website (at http://www.panynj.gov/airports/nextgen.html) dedicated to the relevance of NextGen. • Beverly Municipal Airport maintains a website (at http://www.beverlyairport.com) that provides information directed at multiple stakeholder groups including businesses, pilots, and community members. Information about the airport’s plans, policies, past and upcoming meetings, and the airport’s noise abatement program can be accessed along with other documentation. To foster two-way communication, contact information is provided that includes e-mail links and a form to enter a noise complaint. Press and Media Press and media broadcasts and publications are an effective way to reach many stakeholders. The costs of this engagement method are largely covered by media advertisers or subscribers, but the content and timing of broadcasts and articles in mass market publications typically are not within the airport’s control. Media coverage may be sparse at the onset of a NextGen initiative when stakeholder engagement is essential. By contrast, media coverage often follows the DAD approach, when coverage of public outcry may even amplify the need to defend decisions that already have been made. Press releases, media kits that contain photos, and prepared videos facilitate media coverage dur- ing earlier stages of a NextGen initiative, thus encouraging more productive use of this engagement method. Following are some of the benefits and associated costs of developing a media kit to encour- age proper press coverage of NextGen implementation activities.

Effective Engagement Methods | 21 • Benefits • Media coverage reaches many stakeholders through channels with which they are familiar. • The cost of preparing the printed or broadcast material is largely covered by advertisers or subscribers. • Costs • Preparation and dissemination of press releases, media kits, or videos may require professional time and skills, and physical kits will require a budget to produce and distribute or mail. Mail and E-Mail Airports have used both mail and e-mail to disseminate information about NextGen to their stakeholders. Flyers, study results, and policy information are among the kinds of information dis- tributed this way. Maintaining lists of recipients who have voluntarily indicated their desire to receive additional information is a means of respecting individuals’ privacy and reducing spam. Following are some of the benefits, associated costs, and a few examples of using mail or e-mail to communicate with stakeholders. • Benefits • Mail and e-mail messages can be targeted to reach specific individuals or organizations. • Messages sent by mail or e-mail can reach individuals who are not willing or able to attend meetings or access websites. • Costs • Time is required to create and maintain mailing lists. • Physical mail involves costs for preparation, printing, and sending the pieces. • E-mail also involves a cost to prepare message and maintain recipient lists. Case Study Example One of the ACRP Project 01-28 case studies is of particular use when examining mail and e-mail mes- saging with stakeholders: The Beverly Municipal Airport maintains a list of neighbors and businesses who have voluntarily asked to be kept informed of airport plans that may affect them. The airport sends this group updates to its capital improvement plan as well as notices of construction activity that it expects will impact specific neighbors.