The mobility of people and goods is crucial to supporting economic development and improving quality of life on the South Shore. During the strategic grand meeting organized by the South Shore Chamber of Commerce and Industry (Chambre de commerce et d’industrie de la Rive-Sud), key players in public transit, freight transport, and logistics painted a realistic picture of the challenges impeding efficient travel in this vibrant region, while identifying opportunities to create smoother, more sustainable, and inclusive mobility.
A recurring insight from all presentations was the importance of having a communications strategy that is both effective and adapted to each unique situation. NATIONAL Public Relations was present at the event and identified communications opportunities that could help address these challenges.
Public transit: Bridging the gap between user perception and actual services
Despite investments in South Shore public transit—new routes, improved schedules, and tech innovations—many citizens are still reluctant to swap their cars for buses, subways, or trains. A clear gap exists between what the system actually offers and how it’s perceived by current or potential users. Many remain unaware of the latest options or unsure of how these could fit into their daily routines.
This is where a proactive communications strategy is critical. Hyper-targeted campaigns that inform users about services relevant to their specific needs can clarify options (express routes, on-demand transit, easier transfers) and showcase the tangible benefits of public transit.
A harmonized communications strategy is also recommended. Even if coordination between agencies (ARTM, Exo, RTL, etc.) is transparent and ongoing, users often don’t know where to find information. During disruptions or major incidents, too few know where to access official updates. Choosing and promoting primary communications platforms could reduce confusion and frustration.
By prioritizing clarity, digital accessibility, and targeted outreach, we can boost both network usage and public perception.
Urban logistics: Tailoring messages to local stakeholders
Logistics challenges around freight transport are significant. Businesses face strict delivery time regulations and serious traffic congestion, often due to major construction or outdated infrastructure.
The typical response is a one-size-fits-all message focused on “the problem,” even though solutions can impact residents in vastly different ways. Therefore, it’s essential to adapt communications for each local audience to achieve mutual compromise:
- Develop targeted communications strategies with local officials for each affected neighborhood.
- Identify viable solutions and customize messages to maximize public support.
- Collaborate closely with key stakeholders to understand and mitigate local impacts.
This personalized approach boosts social acceptance and creates a direct link to local officials who can champion the project. Strategic communications helps demystify each measure, assess its strengths and risks, and lead to optimized, well-supported outcomes.
How NATIONAL can support this transformation
In the face of complex challenges—where tech innovation, high public expectations, and urgent economic pressures intersect—only an integrated strategy combining traditional public relations, strategic messaging, and digital communications management can build lasting consensus and buy-in.
NATIONAL offers this multidisciplinary expertise:
- Rapid deployment of crisis communications plans tailored to the mobility/transport sector.
- Design of multi-platform campaigns targeting both the public and institutional decision-makers.
- Facilitation of participatory workshops uniting local businesses and citizen groups to co-create socially acceptable solutions.
- Deep understanding of advocacy, government levels, and the public/private transport sectors—supported by an established network.
Strategic communications should be forward-thinking—not just reactive. To stay ahead, organizations must anticipate how their environment will evolve, develop clear messaging in advance, and prepare mitigation strategies before issues arise.
For any organization looking to transform their logistics/mobility challenges into tangible opportunities through the unifying power of communications—NATIONAL is ready to help today.
