SELLING TRANSPORTATION ENGINEERING. SESSION 2

In an urban context, the transportation or traffic engineer's objective is to provide a safe, efficient, adequate, and viable system of urban transport with proper balance among the modes in order to meet and support the continuing growth and economy of urban areas. Success in meeting this objective has been difficult in recent years given the organizational, public, political, and financial constraints which have affected decision-making options. This has meant seeking new approaches and solutions to transportation engineering, particularly when the application of traditional methods failed. Promoting and selling transportation engineering is one traditional approach that can provide considerable benefits for getting support and financial commitment for urban transportation programs and activities. Public relations is not a new concept; it has been with us and has been used for a long, long time. In fact, consciously or unconsciously, it is practised every day in the way activities of our organization or department are conducted. It is evident in the dissemination of information; in the establishment of credibility with the public, the community, the politicians and others; in the discharge of services; and in the perception of the physical operation of the transportation system. At budget approval time, when additional funds are needed and financial resources are allocated, the effectiveness or ineffectiveness of public relations is most evident. The purpose of this paper is to share some Metropolitan Toronto experiences and views of what a public relations process sets out to sccomplish, background on why and how the process evolved, a view of the use expected in face of the challenges of the 80's, and the key elements that are required to make public relations successful. (Author)