CHECK: Overview
Measuring the effectiveness of public awareness programs has been required of operators since the First Edition was incorporated by reference into pipeline safety regulation in 2005.
The Third Edition strengthens and clarifies effectiveness measurement requirements. It adds language regarding the evaluation of collaborative efforts and the use of collaborative methods to evaluate individual operator programs. There are six baseline requirements (“shall” statements) and four strong recommendations (“should” statements) in this section of the RP.
Like the First Edition, operators are required to conduct an Annual Implementation Review and, at least once every four years, to conduct an Effectiveness Evaluation. Operators are required to document the results of the evaluation. Regulatory audits are no longer permitted as the only evidence of completion of the required annual review. The Third Edition also requires operators to develop a process to evaluate the accuracy of stakeholder contact lists.
Historically, many operators have chosen to conduct their Effectiveness Evaluations more frequently to allow for faster reaction to changes along their pipeline systems. That remains an option in the Third Edition.
Key metrics have been revised to focus on reach, recall, message comprehension, and behavior intent, determining whether program objectives have been achieved.
Behavior intent replaces the requirement in the First Edition to assess behavior change among stakeholders. Behavior intent is a more meaningful metric for operators as it will enable better interaction with stakeholders and is one that operators can measure.