Roads contractors need to improve image

Roads maintenance contractors need to be more honest, have direct contact with the local community and sell themselves more.

Contractors also need to take a leaf out of the book of village fete organisers, who have a better idea of signage for road users than most engineers.

The call for change came from Ben Page, managing director of Ipsos MORI Public Affairs, during his presentation at the Highways Term Maintenance Association’s conference in London last week.

Speaking on how to improve the public image of road maintenance contractors, Page highlighted the importance of roads maintenance to local residents following recent research.

“Out of the 700 services provided, roads have the most impact with locals,” he said. “This is way above health and education, which is where the government is targeting most of its money.

“You could have the best social services in the country, but it won’t mean a thing if the roads aren’t up to standard.”
Page said the main weakness for the image of maintenance contractors was not engaging with the public enough; research reveals that only 7% of locals are very well informed about planned road works in their area.

“People want direct contact over planned works,” said Page. “About 37% of residents said most of the information provided on planned roadworks came from road signs. Around 33% said they were kept informed by local newspapers. Only 12% said they had direct contact from the contractor via leaflets.

“Nearly half of residents (46%) said they wanted leaflets delivered and only 19% wanted to receive prior notice from signs.”
On the issue of signs, Page said that organisers of village fetes had a better idea than engineers on how to put up proper signage.

“They seem to know where to put them. They keep you posted on numerous occasions and at the right time. Engineers provide fantastically detailed signs, but you will only get one and as soon as you have had a chance to read it you have shot by.”

He also called for contractor honesty. “Don’t put up signs that say works will take four months when you know it will take six.”