Quick Start Guide Natural Gas Utilities

SECTION 02 : BUILDING YOUR PROGRAM

How

Outreach Program Activities After clarifying why your organization needs a Public Safety Communications Program and defining what the goals are, which core messages are critical, and who needs to receive them, it is time to determine the strategies and tactics for how those messages will ultimately be delivered. There are four key strategies that should be considered for each audience and topic in order to effectively implement a Public Safety Communications Program:

• Public education

• Public relations

• Advertising/traditional media

• Digital media

There are benefits and limitations to each of these methods that should be carefully considered, especially including message traceability and documentation, cost-effectiveness/scalability, and others. An integrated approach across multiple channels is preferable to a single channel for any audience and message. This is a strong reason to take a programmed approach to public safety communications.