by Bailey White
Staff Writer
In an effort to improve community relations, Jaxport recently sent out a survey to civic and business professionals in Northeast Florida seeking ideas to make the Jacksonville Port Authority more accessible.
And the results are in.
Robert Peek, manager of public relations at the port, said the survey’s main goal is to improve communications between the port and members of the community.
“We’re developing a new strategic plan and trying to decide a long term goal for where we want to take the port authority,” said Peek, who also said the reason behind the new plan is the split between the Port Authority and the Airport Authority that occurred last October. “The board of directors and senior management came up with five major goal areas, one being to grow our community outreach efforts. We feel that we have a corporate responsibility to make sure that people understand how the port operates and about its impact because the port is so ingrained in Jacksonville’s economy.”
The split was instigated by Mayor John Delaney, who is impressed with Jaxport’s current success.
“They’re setting record levels and we are encouraged and pleased by their progress,” said Audrey Moran, Delaney’s chief of staff.
Peek said that the port is responsible for 40,000 jobs in the Jacksonville area, either directly or indirectly.
“The port authority itself is relatively small, with 150 people who actually work for it,” he said. “But there are so many other jobs for employees of other companies who rely on the port. It has a significant impact.”
Around 1,300 surveys were sent out, and the port had over 470 responses. The surveys were distributed mostly to members of the civic and business community in Jacksonville, Peek said the resulting effects will extend to the general public.
“We focused on the civic and business community and a lot of tools we’re building are making sure they have good communication channels with us,” said Peek. “We’re also using their comments to increase and improve communications with the public at large.”
As a direct result of the survey — because 53 percent of respondents suggested Jaxport establish a quarterly newsletter — production has begun on the 8-page publication called “Jaxport Quarterly.” He received about 50 calls from people requesting to be put on the mailing list. There is also a monthly news bulletin now in production called the “Port Report,” designed to provide a snapshot of current port statistics and major new business announcements.
The survey asked for opinions on the port and whether or not people realized the economic impact it has on the Jacksonville community. Peek said the fact that 78 percent of respondents reported a “very or generally favorable” impression of JPA validated their assumption that most of the survey audience understood the economic importance of the port.
However, the 18 percent responding that they had “no opinion” is causing the JPA’s examination of its public communication.
This is “an indication that we need to improve our communication with many of you,” JPA chairman Martin Fiorentino said in a letter sent to survey recipients.
“One of our main questions asked what we could do to better improve communications,” said Peek.
Many respondents included handwritten questions or comments and Peek said everyone seeking a response will be contacted.
“We are responding by phone to people who had a specific question or a concern that seemed to need addressing,” he said.
The port is also revamping its tour program. Free tours are available to fifth graders and up.
“We get a lot of school groups coming through,” said Peek, who added that community outreach is a focus for him right now. “For me it’s a big initiative. It’s the main thing I’m working on.”