Communications Strategy and
Action Plan
Victorian Community Road Safety Partnership
Program
2011 - 2014
Introduction/background
In July 2011, VicRoads introduced a new model for the development and
delivery of community road safety programs in Victoria, namely, the Victorian
Community Road Safety Partnership Program (the Program).
The Program aims to increase the involvement of all Victorians in road safety
and to increase the delivery of effective local road safety programs to improve
outcomes for road users.
There are currently 51 registered Local and Statewide Community Road Safety
Groups, comprising existing RoadSafe Community Road Safety Councils, local
government and other community groups and organisations who have an
interest in community road safety.
The Local and Statewide Community Road Safety Groups are responsible for
engaging and working collaboratively with local communities and stakeholders to
address road safety issues.
The Victorian Community Road Safety Alliance is responsible for developing a
strategic response to community road safety and operates to provide advice to
VicRoads on community road safety issues and programs.
VicRoads has responsibility for overall co-ordination of the Victorian Community
Road Safety Partnership Program (VCRSPP).
The VicRoads regional Community Road Safety Advisors will provide advice and
support to Local and Statewide Community Road Safety Groups to assist them in
developing and implementing effective local road safety programs.
Communications goal and objectives
A Communications Strategy and Action Plan has been prepared to support all
stakeholders involved in the Program.
Goal
To facilitate communications between stakeholders of the VCRSPP that is easily
accessible, accurate, timely and relevant in order to support the delivery of
effective community road safety programs in local settings.
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Objectives
•
To build an understanding by all program stakeholders of the purpose,
scope and breadth of the Program and the specific roles that each can
effectively play
•
To provide consistent, timely, relevant and user friendly information and
advice to stake-holders to enable them to participate fully in the program
•
To provide opportunities for all stakeholders to communicate with one
another easily to raise queries, share experiences and showcase effective
local programs
•
To use communications to help build the capacity of registered groups
through information sharing, high-lighting good practice and professional
development
•
To provide web based, user-friendly information that is easily accessible,
containing road safety information, research, tool-kits, resources to
support the development and implementation of effective community road
safety programs
•
To provide simple communication pathways between registered groups,
the Alliance and VicRoads to help ensure a two-way flow of information
and to help ensure that concerns are addressed as early as possible
Stakeholders
The target audiences are:
• Registered Local and Statewide Community Road Safety Groups
• Victorian Community Road Safety Alliance
• VicRoads (Road Safety and Network Access, Regional Services, Media and
Events, People Services)
• Minister for Roads
Communication strategy
Feedback received from participants in the implementation review of the
Victorian Community Road Safety Partnership Program indicated there is an
ongoing need for registered groups to be supported to assist them to effectively
address road safety.
It is important that a communications plan that effectively and consistently
facilitates communication between stakeholders is developed and introduced.
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The strategic approach to communications will adopt the following main themes:
Quality of communications
Victorian Community Road Safety Partnership stakeholders should prepare
communications which are clear, responsive, consistent and concise.
Channels of Communication
A number of channels, will be tailored to the communication needs and
preferences of stakeholders:
• forums: for face-to-face communication, multiple parties, information
sharing and interactive dialogue
• email: for selective, standard information provision easily conveyed in the
written form
• intra-net (Yammer): for responsive, multi-party interactive
communications and information provision; Q and As
• VicRoads website: as a central, accessible repository for data, information,
procedures, best practice guides and case studies.
The strategic approach may be summarised as providing clear communications
through a selection of channels suited to the communication purpose.
The table below provides an outline of actions to support the communications
strategy.
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Communication Action Plan 2011 – 2014
Objective: To build an understanding by all program stakeholders of the purpose, scope and breadth of the Program and the specific
roles that each can effectively play
Action
Provide a regional point
of contact for all
registered groups
Lead Agency
VicRoads Regional
Services
Partners
VicRoads RS & NA
Timeline
July 2010
Provide registered groups
with an outline of the
VicRoads regional support
for the Victorian
Community Road Safety
Partnership Program
Ensure the representation
of registered groups in
the policy decision
making process
VicRoads RS & NA
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
Community Members
October 2010
VicRoads RS & NA
Local and Statewide
Community Road Safety
Groups Victorian
Community Road Safety
Alliance VicRoads
Regional Services
Ongoing
Develop a flow chart
which depicts the role and
responsibilities of
VicRoads and the
community members on
the Alliance
VicRoads RS & NA
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
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Registered groups invited
to provide feedback on
review priorities
Status
Complete: VicRoads
regional contacts are
listed on VicRoads
website, located at
http://vicroads.vic.gov.au
/regionalcontacts
Contact list updated as
required.
Completed: Role of
VicRoads regions in
supporting the delivery of
the VCRSPP has been
provided to all
stakeholders.
Commenced: Reference
Group established and
has met on five
occasions. Next meeting
is July 2012.
Reference Group
meetings held bi-monthly
March - May 2012
Planned
VCRSPA Terms of
Reference to provide
detail
To provide consistent, timely, relevant and user friendly information and advice to stakeholders to enable them to
participate fully in the program
Objective:
Action
Provide registered groups
with current available
data, information and
advice
Lead Agency
VicRoads RS & NA
Identify and provide links
to other relevant data
sources and information
VicRoads RS & NA
Simplify the Program
Funding Guidelines and
Application Form
VicRoads RS & NA
Partners
VicRoads Regional
Services
Victoria Police
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
Reference Group
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Timeline
Status
Completed 2011
Final 2011 fatal and
serious injury crash data
expected to be available
May 2012.
In progress 2012:
RS & NA to advise
Regional Services of the
availability of 2011
Municipal Fact Sheet data
2011, Municipal
Performance Indicator
Data 2007 – 2011
Data.
Distribute crash data
reports (eg. Municipal
Fact Sheets etc) in June
2012.
Available on VicRoads
website and/or for
distribution by Regional
Services to registered
groups in June 2012.
In progress
Ongoing
August – September 2011
Completed: Revised
guidelines and application
form provided to
registered groups in
October 2011
May 2012
Completed: Feedback
obtained from registered
groups on revised
documents
Action
Simplify Statement of
Requirements and
Expression of Interest
Form for registered
groups
Lead Agency
VicRoads RS & NA
Partners
Reference Group
Timeline
November 2011 – May
2012
Provide increased
guidance to registered
groups relating to road
safety priorities, what will
and will not be funded
and benchmark funding
VicRoads RS & NA
Reference Group
August – September 2011
Regional Annual Program
Funding application
advice for registered
groups
VicRoads RS&NA
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
representative
October 2011
Identify other funding
opportunities for Local
and Statewide
Community Road Safety
Groups
VicRoads RS & NA
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
Ongoing
Annually reviewed
May 2012
Links to be placed on
VicRoads website March
2012 and updated
accordingly
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Status
In progress: Consultant
engaged to review and
revise current
requirements and form.
Feedback obtained from
Reference Group.
Document to be placed on
website June 2012.
Completed: Guidelines
for 2012 – 2013 include
information and some
benchmarking.
Planned: Will be
reviewed for 2013 – 2014
and additional
benchmarking to be
included
Completed 2011
Planned 2012: Identify
future needs for regional
program funding
application advice and
investigate appropriate
methods of
communication
Commenced:
Stakeholders to advise
VicRoads RS & NA of
funding opportunities.
RS & NA to put on
VicRoads website and
advise registered groups
Action
Meet with registered
groups to inform them of
VicRoads program and
funding outcomes
Lead Agency
VicRoads RS & NA
VicRoads Regional
Services
Partners
Victorian Community
Road Safety Alliance
Community Members
Timeline
April – May 2012
Monitor program delivery
VicRoads Regional
Services
VicRoads RS & NA
Ongoing
Adjust program funding
application timeline to
provide registered groups
with earlier notice of
approvals
Provide support to local
communities in underrepresented areas to
ensure geographic
coverage
Finalise best practice road
safety guides to assist
registered groups
VicRoads RS & NA
Reference Group
September 2011
VicRoads Regional
Services
VicRoads RS & NA
Victorian Community
Road Safety Alliance
Needs basis - ongoing
VicRoads RS & NA
June – December 2012
Develop ‘off the shelf’
programs for use by
registered groups
Develop governance,
volunteering, financial,
operating
templates/toolkits for use
by registered groups
VicRoads RS & NA
Victorian Community
Road Safety Alliance
Reference Group
Local and Statewide
Community Road Safety
Groups
VicRoads Regional
Services
Reference Group
Reference Group
Local and Statewide
Community Road Safety
Groups
VicRoads RS & NA
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Status
In progress: Written
advice provided to
groups; regional meetings
will be held where
requested – May 2012
In progress: Regions
have determined
reporting schedules with
registered groups.
Completed: Key dates
adjusted and provided in
guidelines 2012 - 2013
Commenced: Metro
North West – Brimbank,
South Western –
Southern Grampians and
Glenelg
Planned
Online survey June 2012
All stakeholders to be
invited to provide
feedback via an online
survey
March – June 2012
Planned
June – September 2012
Planned
Action
Develop Frequently Asked
Questions to support key
milestone activities
(Program Funding
Applications, Program
Funding Outcomes, Final
report and Completion
report)
Development of the
VCRSPP brand guidelines
Lead Agency
VicRoads RS & NA
Partners
VicRoads Regional
Services
Local and Statewide
Community Road Safety
Groups
Victorian Community
Road Safety Alliance
Timeline
Ongoing
Status
In progress: Updated as
required
VicRoads RS & NA
Victorian Community
Road Safety Alliance
VicRoads Regional
Services
Local and Statewide
Community Road Safety
Groups
Draft guidelines and
branding developed 30
June 2011
Approved: black and
white branding.
Guidelines currently been
finalised and will be
distributed to groups by
end of June 2012.
Objective: To provide opportunities for all stakeholders to communicate with one another easily to raise queries, share experiences and
showcase effective local programs
Action
Establishment of external
‘Yammer’ group –
interactive social media
tool for all members of
registered groups,
Alliance and VicRoads
Lead Agency
VicRoads RS & NA
Investigate the
redevelopment of the
existing RoadSafe website
as a tool for all registered
Local and Statewide
Community Road Safety
Groups
VicRoads RS & NA
Partners
VicRoads Regional
Services
Local and Statewide
Community Road Safety
Groups
Victorian Community
Road Safety Alliance
VicRoads Regional
Services
Local and Statewide
Community Road Safety
Groups
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Timeline
November – June 2012
Status
In progress: VicRoads
RS & NA is currently
establishing the VCRSPP
discussion hub
November – July 2012
In progress: VicRoads
will redevelop the website
to include all registered
local and statewide
community road safety
groups
Action
Regional forums hosted
by VicRoads Regional
Services to facilitate
networking amongst
registered groups, the
sharing of information
between groups and
creating an understanding
of statewide and regional
strategies
Lead Agency
VicRoads Regional
Services
Partners
Victorian Community
Road Safety Alliance
Community Members
VicRoads RS & NA
Timeline
At least once a year – to
be determined by
Regional Services
Community members on
the Victorian Community
Road Safety Alliance to
develop an annual
program of visits and
methods of
communication with
registered groups
Hold issue based road
safety forums to build the
knowledge capacity of
stakeholders
Victorian Community
Road Safety Alliance
Community Members
VicRoads Regional
Services
Local and Statewide
Community Road Safety
Groups
2012 calendar and
communications to be
finalised by 31 January
2012
VicRoads RS & NA
VicRoads Regional
Services
Up to twice a year with
possible inclusion in
VCRSPP Conference 2012
Victorian Community
Road Safety Alliance
Regional meeting
Victorian Community
Road Safety Alliance
VicRoads RS & NA
Regional Services
Make available on the
VicRoads website, local
case studies of programs
VicRoads RS & NA
VicRoads Regional
Services
Local and Statewide
Community Road Safety
Groups
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VicRoads to advise of
Australian College of
Road Safety Seminars
August 2012
Ongoing
Status
In progress: VicRoads
Regional Directors have
supported this action and
Regional Program
Development Managers
are to advice of forum
dates. Program
Development Managers to
advise VicRoads Road
Safety and Network
Access of dates by
August 2012
In progress
Planned:
Consideration given to
the use of technology
(recording / video
conferencing) for
registered groups in rural
locations
In progress: Regional
Alliance meeting to be
held August 2012 in
Ballarat
Planned
Action
Recognise and
acknowledge success and
achievements amongst
registered groups and
individuals
Lead Agency
VicRoads RS & NA
Victorian Community
Road Safety Alliance
Partners
VicRoads Regional
Services
Local and Statewide
Community Road Safety
Groups
Timeline
VCRSPP Conference 8 and
9 October 2012 with
nomination program
announced June 2012
Status
Planned:
Related communication
includes nomination
program, presentation of
awards
Ensure mailing lists are
kept up to date and
information that is
distributed to registered
groups is also provided to
Alliance Community
Members and VicRoads
Regional Services
VicRoads RS & NA
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
Community Members
Ongoing
Completed: Alliance
Community Member
contact details have been
added to the VicRoads
RS & NA registered group
mailing list.
Media releases to
showcase effective local
programs and VCRSPP
initiatives
VicRoads RS & NA
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
Community Members
Ongoing
In progress: Updated as
required
Planned
Objective: To use communications to help build the capacity of registered groups through information sharing, high-lighting good
practice, and professional development
Action
Provide regular updates
to ‘News’ section on the
VicRoads website under
the VCRSPP
Lead Agency
VicRoads RS&NA
Partners
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
Local and Statewide
Community Road Safety
Groups
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Timeline
Ongoing
Status
In progress: Updated as
required
Action
Identify the current skill
and participation capacity
of registered groups.
Identify opportunities for
professional development
to strengthen community
and stakeholder
involvement
Prepare and distribute
Communiqué from
Alliance meetings
VCRSPP Annual
Conference for
stakeholders to share
experiences, build
capacity and showcase
best practice
Lead Agency
VicRoads RS & NA
Partners
VicRoads Regional
Services
Timeline
Online Survey September
2012
Status
Planned: Online survey
to gain insight into
professional development
needs and opportunities
VicRoads RS & NA
VicRoads Regional
Services
Victorian Community
Road Safety Alliance
Within two weeks of
quarterly Alliance
meetings
Planned: Chairperson to
email out Communiqué to
stakeholders.
VicRoads RS & NA
VicRoads Regional
Services
Reference Group
Victorian Community
Road Safety Alliance
Local and Statewide
Community Road Safety
Groups
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Establish Working Group
January 2012
Working Group first
meeting 21 February
2012
Conference to be held
October 2012
Communique for February
meeting emailed to
stakeholders
In progress –
Conference Organising
Committee established.
Conference organiser
appointed by VicRoads –
Arinex pty ltd.
Conference to be held 8
and 9 October Bell City
Preston
Objective:
To provide web based, user-friendly information that is easily accessible containing road safety information, research, toolkits, resources to support the development and implementation of effective community road safety programs
Action
Website Repository for
VCRSPP
Lead Agency
VicRoads RS & NA
Partners
Local and Statewide
Community Road Safety
Groups
Victorian Community
Road Safety Alliance
VicRoads Regional
Services
Timeline
Ongoing
VCRSPP repository
provided on VicRoads
website July 2010
Status
In progress: VicRoads
website updated as
required. Key site for
information relating to
the program
Objective:
To provide simple communication pathways between registered groups, the Alliance and VicRoads to help ensure a two-way
flow of information and to help ensure that concerns are addressed as early as possible
Action
Develop a flow chart
which depicts the
communication between
all stakeholders
Sort feedback from
stakeholders on how the
updated communication
channels meet objectives
from implementation
review
Lead Agency
VicRoads RS & NA
Partners
VicRoads Regional
Services
Timeline
May 2012
Status
Planned
VicRoads RS & NA
Local and Statewide
Community Road Safety
Groups
Victorian Community
Road Safety Alliance
VicRoads Regional
Services
January 2012 – February
2013
Planned
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Identify any remaining
communication gaps and
implement appropriate
communication measures
VicRoads RS & NA
Local and Statewide
Community Road Safety
Groups
Victorian Community
Road Safety Alliance
VicRoads Regional
Services
Ongoing
Evaluation
•
Feedback to be obtained from participating stakeholders for each action
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Planned