Russell Street Bridge

Missoula, Montana

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Challenge: The Russell Street Bridge reconstruction was one of Missoula’s most anticipated infrastructure projects, addressing long-standing safety and congestion concerns along one of the city’s busiest corridors. Originally built in 1957, the bridge had become functionally obsolete and undersized for the community’s needs. Between increasing traffic volumes, crash history, and growing bicycle and pedestrian use, the Montana Department of Transportation (MDT), in partnership with the City of Missoula, set out to replace the bridge with a structure that would improve safety and access for all travelers.

Big Sky Public Relations was brought on to lead public outreach throughout the two-year, $29 million construction project. The goal was to build trust, maintain clear and timely communication with residents and businesses, and create strong community support for a project that significantly affected daily travel and commerce.

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Approach: From the very beginning, community engagement was at the heart of the project’s success. Big Sky Public Relations identified key stakeholders and community partners early on, establishing open lines of communication before construction even began. In 2018, the team organized an open house at the Salvation Army where residents could view design renderings, learn about construction impacts, and speak directly with project staff and contractors. Nearly 200 homes and businesses were canvassed ahead of the event, and more than 7,000 mailers were distributed to invite the public and share contact information for ongoing communication.

Throughout construction, Big Sky Public Relations issued weekly email updates and sent regular text alerts to more than 350 subscribers. A combination of radio spots, newspaper ads, and digital campaigns ensured that the broader community remained informed of traffic shifts and progress. More than 30 social media and digital advertisements ran at key points, generating high engagement and thousands of impressions.

As the project advanced, the outreach effort evolved to match the pace of construction. Big Sky Public Relations handled more than 340 community concerns through direct communication and resolved over 200 hotline inquiries. The team also maintained relationships with local media, distributing more than 18 press releases that resulted in nearly 100 published news articles across television, print, and online outlets.

The project culminated with a ribbon-cutting celebration in July 2020. Despite the challenges of the COVID-19 pandemic, more than 60 community members, city officials, and partners attended, each wearing branded Russell Street face coverings to mark the occasion. The event underscored the community’s pride in the project and its collective effort to bring it to completion.

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Results: The new Russell Street Bridge, completed in the summer of 2020, transformed one of Missoula’s busiest corridors. The structure is now two and a half times larger than the original bridge, featuring four traffic lanes, expanded sidewalks, improved lighting, and shared-use paths connecting Dakota Street to Broadway Street. The new design also ties seamlessly into the south Riverfront Trail, McCormick Park, and the California Street Pedestrian Bridge, creating safer, more accessible routes for cyclists and pedestrians.

Big Sky Public Relations’ outreach campaign not only kept the public informed but helped foster a genuine sense of ownership and excitement among Missoula residents. The community response was overwhelmingly positive, with local leaders and residents expressing gratitude for the consistent communication, transparency, and responsiveness throughout construction. The project ultimately became a model for how proactive engagement and steady outreach can transform public perception and build trust during major infrastructure projects.

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