Eschew obfuscation for transportation advocacy acquirements.
When talking about transportation-related issues, most people don't know what you're talking about. Communicate so others understand you
Advocates for safer streets, better transit service and better bike infrastructure tend to be a tad technically-minded. It’s good to be technically minded because these issues can be very technical, however it can sometimes hold back the advocacy work necessary to win. There is a time and a place for language about slip-lanes, bollards, catenary wires, VMTs, and street geometry — but that is when you are much further along in the process. People need to care about the problem before they are open to considering general solutions. And they have to be pretty engaged before they will care about a specific technical solution. No matter how cool or brilliant your solution is, it won't sell itself, you need to sell it. You need to connect with your audience in a way, and with language, that they understand.
Clarity doesn’t mean detail and precision though. In the world of communicating and language, clarity and precision are very separate things. “Liquid dihydrogen monoxide” is a more precise term for “water” but it is harder to understand. While it might be easier for you to understand the language you are using about things like sharrows — you are not your audience.
You might feel all sorts of ways about that, and that’s ok. But regardless of how you feel about it, it’s important to understand that decision-makers don’t make decisions based on what is technically the best solution. They make decisions based on the sorts of political power that are being applied to them. If decisions were made on technical merits alone, the US would be filled with high-speed rail, protected bike lanes, more mid-sized apartments and all sorts of other things. So while the problem you are trying to solve and your solution might be mainly technical, how you go about getting people on board with the idea should be more human-centric. People mainly don’t experience or view the world through a technical way. Communicate with them in the manner they are more attuned to.
So, try to boil down your main pitch to three sentences.
Sentence 1) Clearly state the problem and why the problem exists.
Sentence 2) Explain the general solution.
Sentence 3) Say what the technical solution is and who has the ultimate authority to implement it.
Here are some examples:
The problem is that kids can’t cross the street safely because cars are going too fast. The solution is for the city to put stuff up that slows cars down. Specifically, we're calling on the city to do XYZ.
The problem is that traffic is terrible because not enough people take the bus. The solution is to make the bus a better option for more people. So, we're calling on the city to do that by XYZ.
The problem is that it's impossible to find parking downtown. The solution is we need to make it easier for people to get downtown without a car. So we're calling on the city to do XYZ.
If you find that you typically think in terms of cool technical solutions and have difficulty clearly writing sentences 1 and 2, just ask yourself “why is this solution cool, what general problem does this solve and who already cares about that problem.”
From an advocacy standpoint, getting lots of people and groups to sign on in agreement with whatever your three sentences are will do wonders. Having 500 petition signers and a dozen community groups backing you makes your call for XYZ so much stronger when you’re dealing with the technical work within committees and talking with decision-makers. Heck, even getting people to sign on to a petition or coalition letter with just the first two sentences will help you a lot in your efforts.
Decision-makers will care a lot more about your great idea when they see that a lot of other people care too. Talk to lots of people about the problems they are facing and how your solution will help them, and you’ll go much further!
Want help improving your skills and strategies for winning bike, transit, or pedestrian safety improvements in your community, let me know! I provide 1-on-1 training sessions and group workshops. Let’s talk. Email me at Carter@carterlavin.com to set something up.
Transit Month is September, check out these events!
9/14 @5pm in Oakland- “Transit Stops Drunk Driving Happy Hour”
9/15 @ 2pm in San Francisco- The Inaugural "Rosie Ride: A Riveting Ferry Adventure"
9/24 in Oakland- Transit Month Hike in Joaquin Miller Park
9/23 in San Francisco- The Crosstown Trail by Transit
9/22 in San Francisco- Moving Pictures: Art and Transit
Interested in sponsoring the training of an activist working on an issue you’re passionate about? Let’s chat. Carter@carterlavin.com