When the sewer in my street needed replacing, disruption was inevitable. Removing the road surface, digging trenches, replacing pipes and laying everything back again would make my home difficult to reach at different stages. Keeping residents informed mattered.
The work is now complete, access is restored and the drains can cope with heavy rain again. As a PR consultant, though, I was especially interested in how the roadworkers communicated with the neighbourhood. Communication was not their main job, yet they showed how a clear approach could build understanding. Here are five lessons I took from the experience.
1. Think about how you deliver the message
Nobody enjoys telling people about inconvenience. With roadworks, however, it cannot be avoided. If communication is missing or unclear, frustration can grow quickly.
Sharing a schedule is important, but so is the way you present it. A little humour, connected to something the audience recognises, can make a difficult message easier to receive.
In one newsletter, the team asked whether I had heard the “orange nuthatch” whistling. I live close to woodland and often see birds, but this was a reference to the workers’ orange high-visibility clothing. They whistled while working. It was a small joke, but it made me smile and gave the update a human voice.
2. Set clear expectations
Mutual understanding starts with knowing what to expect. Problems arise when plans are vague or a promise turns out to be impossible to keep.
The roadworkers explained the coming week’s schedule and what residents needed to do. For example, they specified when I should avoid parking on my driveway because an excavator would need the space.
That level of detail made it easier to plan around the disruption. The lesson for communication is straightforward: tell people what will happen, when it will happen and what it means for them.
3. Make room for feedback
Sending information in one direction does not automatically create involvement. People also need a way to respond. Ask what is working and what could be improved, or give them a clear next step.
I received a survey about the work. A week later, the team shared the results with residents, including an assessment and follow-up actions. That completed the loop: we could see that our responses had led to something.
4. Show that you value people’s involvement
People are more likely to feel heard when you acknowledge what they have contributed. A simple thank-you can do a great deal.
We brought the workers fresh coffee and warm sausage rolls. They told us how much they appreciated it. There was no elaborate campaign behind the exchange, just a clear acknowledgement that helped the relationship.
5. Match the channel to the purpose
Different messages need different channels. In PR, that means matching media lists to objectives and approaching journalists, bloggers or creators whose audiences are relevant. It can involve media relations, interviews, press briefings or influencer campaigns. The starting points are the audience and the way it receives information.
The roadworks team made similar choices. A newsletter explained the schedule and reviewed the previous week’s progress. A telephone number was available for urgent questions. Weekly drop-in sessions offered regular opportunities to talk.
When someone’s immediate involvement was needed, a worker rang the doorbell. A tour also gave residents a look behind the scenes. Each channel served a different purpose instead of carrying exactly the same message.
Would you like help developing and delivering a PR strategy that encourages meaningful involvement? Contact Progress Communications to discuss your goals.
Lianne
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