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Newport News Program for Public Information
Target Audience 6: Businesses
Businesses across Newport News have the responsibility of keeping their employees,
patrons, and property safe from flooding. According to 2022 data, there are about
4,500 business establishments in the City (Newport News Economic Development
Authority, 2023). By tailoring messaging for businesses across the City, the PPI can
provide proactive flood mitigation information similar to the information for renters
and homeowners such as knowing what flood zone you are in and purchasing flood
insurance. Information can also be tailored for businesses to distribute to their
employees and patrons that promote flood safety like knowing evacuation routes
and driving safely to and from the establishment.
Target Audience 7: Developers and Contractors
Developers and contractors need to be aware of the flood risks and building
regulations so that the homes they build to meet or exceed building code
requirements and are in compliance with the elevation required by the City’s
floodplain management regulations; thus, keeping residents high and dry. This, in
turn, will help keep flood insurance cost reasonable. They should also be encouraged
to integrate open space easements along waterways and limit the use of fill to
elevate buildings. The use of fill to elevate buildings has advantages that make it
desirable for developers and homeowners. However, there are problems with using
fill: it reduces floodplain storage capacity, can deflect flooding onto neighboring
property, and it has an adverse impact on native vegetation, wetlands, drainage, and
water quality.
Target Audience 8: Schools
The next target audience that was selected by the Committee was schools.
Educating the next generation and ensuring that they understand flood risk is
critical. There are a total of 41 public schools in Newport News that currently educate
26,500 students, representing an opportunity for significant reach across the City
(Newport News Public Schools, 2023). Targeting this audience serves a dual purpose
– students will be better informed of the hazards that flooding can cause in their
community, and some are also likely to bring this information home to their parents.
Targeting this audience will encourage conversations and action on flooding both in
schools and at home.
Target Audience 9: Drivers & Commuters
The final target audience is drivers and commuters. This audience overlaps with
many of the previously highlighted audiences; however, the Committee deemed it
necessary to specifically target this group to ensure vehicle and roadway safety.
Messaging for this audience will discourage drivers from crossing floodwaters in
their vehicle and ensure vehicles have comprehensive insurance coverage.
STEP 2: ASSESS THE COMMUNITY’S PUBLIC INFORMATION NEEDS 18Jump to an indexed page (59 of 59)