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Media & Public Relations

Plan your own campaign

Media & Public Relations Techniques

The public is bombarded daily with news and information. Part of your job as the Stop Red Light Running Program Coordinator is to ensure your program's messages are heard above the din. A good public and media relations program will accomplish this objective. In this section, you will learn various ways of targeting and working with the media to ensure your program receives appropriate coverage. While this section is meant to familiarize you with the basics, it is still prudent to recruit a public and/or media relations specialist to manage the media.

• Targeting the Media
• SRLR Program Key Messages
• Sample Media Questions & Answers
• Sample Press Release
• Sample Biography
• Summary

One Voice
Before contacting media or fielding media calls, be sure to establish a single spokesperson to handle most general media requests (law enforcement and medical spokespeople to handle specific questions in their respective areas). It is crucial that the program is presented in a consistent manner to the media, so it helps to limit the number of spokespeople who will assist you in this aim. Your spokesperson should have some media relations experience or should have attended a Stop Red Light Running media training session. This person also should review any and all materials before they're distributed to ensure that your program messages are clear and consistent.

Be sure the person you choose is willing to be easily accessible to the media. It could mean the difference between great coverage and none at all.

Targeting the Media

After you've decided which media outlets to target, you should develop a specific list. Consisting of contact names, addresses, phone numbers, fax numbers and e-mail addresses of all the publications, stations and other outlets you want to receive your media materials. Many media directories exist to provide you with such information*. Within this list, you'll want to highlight anyone who recently has written an article, or produced a TV and/or radio spot on traffic safety, or requested information for a possible story. These are "hot" prospects and should be targeted first. Another way to determine the individuals with whom you should establish relationships is to monitor the media for a month or two. Read newspaper columns, watch the local talk show hosts, figure out which local station is apt to cover programs of this nature.

* Your local library is the best place to find a national media directory. They can be purchased, but most cost several hundred dollars. Look to the list below to get you started:

• American College Media Directory
• Bacon's Media Directory
• Burrell's Media Directory
• Gebbie Press All-in-One Media Directory

It is always a good idea to double-check the names listed in any media directory, simply because editors and reporters frequently change jobs and addresses.

If you can offer these media targets people who have a story to tell about red light running (a previous victim of a crash, the mother of someone who was killed due to red light running, an emergency room doctor who treats victims of such crashes, etc.) you will enhance your chances of coverage for your cause. Personal stories are always more compelling than just statistics - they make those statistics come alive.

Five Story Ideas That Work

• Arrange for a local reporter to ride along with area traffic enforcement officials during targeted enforcement days.
• Arrange for a local reporter to meet with someone who has been the victim in a red light running crash or the family member of a person killed in a red light running crash. Personal stories are often more compelling than just straight statistics.
• Monitor local hospital emergency rooms on a busier traffic day for the number and type if injures resulting from red light running crashes. Offer this statistic to local reporters.
• Arrange for interviews with local school bus drivers on the issue from their perspective.
• Invite the media to traffic safety fairs, etc., where on-the-spot interviews can be done.

Media Kits
At the end of this section, you'll find sample materials for a media kit. The kit can be as simple as a folder featuring a sticker with the Stop Red Light Running logo or it can be more elegantly designed. The look, however, isn't as important as the content. Inside, you'll feature items such as fact sheets, news releases, media advisories, photos, bios and PSA pitch letters. Media kits can and should use national data where appropriate, but localizing your media kit will make it more compelling to the media in your community.

Contacting the Media
For this program, you will be contacting the media to:

• Invite them to a program kickoff press conference,
• Solicit general news stories about the program, and
• Request that they place the public service announcements (PSAs) provided. Broadcast quality PSAs available for loan from FHWA.

There are certain courtesies, such as being conscious of deadlines and returning calls promptly, that will enhance your relationship with all media representatives. However, different journalists (even those within the same medium) may want to receive information in different ways. Some may want a fax, while others prefer an e-mail or phone call with information. It is important that you familiarize yourself with their basic preferences. It's as simple as asking.

Radio and Television Stations
You should plan on pitching story ideas to local television stations (particularly newsworthy events such as the kickoff event and enforcement days). There are two different avenues you can pursue at radio and television stations - news departments and talk shows.

News departments
News departments are interested in timely stories (such as one told by a local red light light running victim), enforcement issues, statistics or a profile of the program. If inviting journalists to special events for coverage, contact or send a media advisory to the news assignment or planning editors at radio and TV news departments. A media advisory is a simple one-page news release in bullet-point format (see sample at end of this section). Media advisories are generally faxed one day prior to the event so stations put the event on their scheduling books. Follow up with phone calls the morning of the event.

Talk shows
Talk shows are put together by producers who are looking for interesting, credible guests to appear, live or taped, to discuss an event or issue. Send a one-page news release and/or letter to the producer of the show (see samples at the end of this section), following up with a phone call. Offer the producer several guests who can speak authoritatively (police chief, program coordinator, medical community spokesperson) about the Stop Red Light Running Program. There is no need to wait until after your kickoff to begin media interviews - starting them a few days before kickoff will help you publicize the event. In addition to generating story interest, you'll want to provide stations with PSAs. A meeting with a station's public affairs or PSA director will be your best bet in obtaining placement of your PSAs. During this meeting, it is important to come prepared with facts, figures and dates regarding the program to establish your credibility early. Use your coalition to write letters encouraging the director to run your PSAs.

Newspapers
You will have three main objectives when communicating with a newspaper reporter or editor:

• A reporter and camera at your kickoff press conference and other special events
• Articles written on the program and inclusion of special events in the newspaper's community calendar of events
• Placement of print PSAs

Media advisories for events such as your program kickoff are most effective when delivered (via fax to the general assignment and photo editors) one to two days prior to your event. Reporters usually are not assigned stories any earlier than that.

If you plan to follow up with a phone call to determine interest, call early in the week and early in the morning, as a general rule (obviously, some reporters will have other preferences - respect those). Check with the publication to determine its editorial deadlines - morning newspapers generally have a 2:00 to 4:00 p.m. deadline.

A meeting with a newspaper's public affairs or PSA director will be your best bet in obtaining placement of your PSAs. During this meeting, it is important to come prepared with facts, figures and dates regarding the program to establish your credibility early. Use your coalition to write letters encouraging the director to run your PSAs.

Local Magazines
Your objectives when dealing with local magazines will be similar to those with newspapers, with the primary difference being deadlines. Editorial deadlines for many monthly magazines are usually two to three months in advance of the publication date. When creating your media target list and timeline, be sure you recognize the early deadlines of this medium.

Most magazines are feature-oriented. Researching and writing these more in-depth stories requires a longer period of time than the stories written by daily newspaper reporters. Sending a letter to a magazine reporter, and following up with a brief phone call, may be the most effective way of reaching him or her. These stories will generally be less timely, but more detailed, than those done by daily newspapers. They are a big help when media attention starts to lag; they can help you keep the momentum going.

Cable Television
The best way to arrange for a spokesperson appearance on a local cable talk show is to send a letter describing the situation and program to the producer of the show. Follow up with a phone call to ascertain interest. Send your letter about two weeks in advance of your desired coverage date and be sure to include the visual or video possibilities in your concept (footage of local officers enforcing the law, etc.).

In addition, cable programming may have the best PSA placement opportunities. Contact the individual stations as you would the network TV stations.

Electronic Media
The Internet is a great way to get your message to the general public. When forming your coalition, a web site designer and on-line writer would be immensely helpful in this area. The site could include statistics, affiliate organizations and efforts, contact names for presentations and links to other coalitions, as well as information on the National Stop Red Light Running Program. It would be a boon not only to the local public, but also to the local media, who could use it as a resource. Be sure to print your site address on any marketing materials and provide it to reporters. Another option is to piggyback on an existing city, hospital or law enforcement Internet site. Most sites have contact names and numbers for more information.

Media Interviews
Interviews with reporters are necessary to further your cause. Whether prearranged or impromptu (a reporter calling you on a tight deadline), it is crucial that you handle these interviews with poise and in a timely manner. Whether you are the spokesperson for the program or coaching the spokesperson, following are some pointers to consider. Some apply solely to broadcast interviews, but most apply whether you're doing an interview for print or broadcast media.

Prior to the Interview:

• Develop your key messages (see samples at end of this section). Choose no more than three to cover. Most audiences won't remember more than that.
• Find out what major points the reporter wants to cover. Compare these to your key messages and objectives. You need to ensure your key messages will be addressed.
• Research the audience. Who will be reading the article/watching the program? Would real-life anecdotes be appropriate to convey the local impact of red light running? Would members of the medical community or local crash victims be able to provide you with these anecdotes?
• Find out what prompted this reporter or editor's interest in the story. What's the angle? (local crash, new safety legislation, etc.)
• What is the reporter's level of knowledge? The audience's?
• Will the interview be live or taped? How long will it take? Will it run in full or will the segment or story be shortened?
• Brainstorm with other members of your coalition potential tough questions that might be asked. How will you respond? (See list of potential questions and answers at the end of this section.)
• Choose your site, if possible. If the interview is for television, exploit the medium. Give the interview on the corner of a busy signaled intersection. Suggest interviewing drivers on camera after your interview.
• Rehearse with your coalition's media expert so he or she can provide coaching.

The Day of the Interview:

• Arrive early, so you can scope out the scene and begin to feel comfortable in your surroundings.
• Dress conservatively. Men should stick to navy suits, which look good on camera. No white shirts. Ties should be plain (red is a good color on camera). No busy prints. Women should wear bold, solid colors and subtle makeup. Beware of glinting or jangling jewelry.
• If sitting, sit up straight with hips back in the chair - a confident pose. Remain aware of body language (don't cross arms, etc.).
• Smile and look at the interviewer.
• Bring your notes. You'll want to verify that you quote statistics, names, dates, etc., correctly and that the reporter does also.
• Make your points succinctly. The average total time per story ranges from 15 seconds to one minute. Don't just answer "yes" or "no" to questions, however. Follow up with one or two statements that emphasize your key points.
• Deliver your key messages early and throughout the interview.
• Be strong in your language. "Absolutely not," stated in a positive tone, is better than "I don't think you would find that to be the case" in a wishy-washy tone.
• If you do not know the answer to a question, don't make anything up. Tell the reporter it is a good question, but you'll have to get back to him or her on that one. If aware of a related statistic or issue, mention it.
• Remember that your job is to make this interesting. Don't relate items such as budget details. Keep the conversation to more lively topics, such as case histories.
• If a reporter fails to ask a key question, mention you'd like to make a point. Then, bring it up.
• Remember: Nothing is "off the record," even if you're told it is. And don't relax your guard, even if told, "The camera is off, you can relax." Stay on your toes. Never say "no comment." If you don't want to talk about something, say, "I can't talk about that now, but what I would like to talk about is . . ."

Questions to Be Wary of:

• Hypothetical. Decline the invitation to guess about things that might or might not happen
• Personal opinion. You're speaking for the Stop Red Light Running Program, not for yourself

Tough Interview Situations Solutions:

• Think before you answer. Ask the questioner to repeat the question or tell the reporter you don't understand the question. Then, repeat the question in comfortable language (Giving you the opportunity to narrow or broaden scope).
• Avoid over-answering a tough question. By keeping your answer short and to the point, you steer clear of trouble. As Larry Speakes, Ronald Reagan's former spokesperson said, "You never have to explain what you don't say."
• Bridge. Answer a tough question by segueing smoothly into a positive key message. For instance, if asked why you're not concerned with a more "serious" issue such as drunk driving, you might answer: "While it's true that drunk driving is a serious situation, our research indicates that people's attitudes toward running red lights presents a dangerous problem. Our program was designed to..."

After the Interview:

• Thank the reporter
• Ask if the reporter needs any more information
• Ask for a "quote check." This means the reporter will allow you to review the finished piece so you can ensure you're quoted correctly. Some reporters and editors will be too protective of the story to afford you the opportunity, but it never hurts to ask

SRLR Program Key Messages

Red light running is a dangerous and costly national problem. According to FARS and GES, more than 1.8 million crashes occur at intersections each year, resulting in 934 deaths and approximately 176,00 injuries in 2003.

A crash caused by a driver who runs a red light can have the same result as a crash caused by a drunk driver - serious injury or death. An automobile crash that involves a trauma center visit can dramatically change the lives of the victims, their families and friends. Many victims who leave a trauma center suffer severe long-term physical and emotional damage.

Red light running is often a result of aggressive driving, and therefore is completely preventable. Most people who run red lights do so because they are in a hurry. The time saved by avoiding a red light - an average of 47 seconds - is not worth the potential cost in human lives.

Safety is a shared responsibility. The Federal Highway Administration is responsible for building and maintaining safe roads and automakers are responsible for ensuring that vehicles are safe for the occupants. But drivers must share the responsibility by making smart decisions on the road.

Frequently Asked Questions

Stopping Red Light Running FAQ

Sample Press Release

FOR IMMEDIATE RELEASE
Contact:
Name, Ph: XXX-XXXX

AMERICANS HIT HARD BY RED LIGHT RUNNING

Detroit
(January 4, 1999) - According to a recently released survey conducted by the U.S. Department of Transportation (DOT) and the American Trauma Society (ATS), two of three Americans see other drivers run red lights almost every day. To counteract this startling statistic, the ATS and DOT's Federal Highway Administration (FHWA) have teamed up with DaimlerChrysler to raise awareness of this dangerous and costly problem through the "Stop Red Light Running" campaign.

The survey, which polled 800 licensed drivers between the ages of 18 and 65, also found that:

• Ninety-six percent of Americans fear a red light runner will hit them when they enter an intersection.
• One in three Americans claim they personally know someone who has been injured or killed in a red light running crash - similar to the percentage of people who know someone killed or injured by a drunk driver.
• About twenty-one percent said they feel that drunk driving incidents are decreasing, but only 6 percent felt that incidents of red light running were decreasing.

"Safety is President Clinton's highest transportation priority, and observing red light signals - always - can prevent tragic injuries and deaths of pedestrians and motorists alike," said U.S. Transportation Secretary Rodney E. Slater.

"The numbers suggest that, although people feel it's wrong to run red lights, they're still doing it," says Harry Teter, executive director of the ATS. "Along with DaimlerChrysler and DOT, we're trying to educate motorists that running red lights can have the same outcome as driving under the influence of alcohol - injuries and deaths."

The survey also asked drivers to speculate as to why other motorists run red lights. The response - 60 percent - was that they were in a hurry.

"Apparently these offenders don't consider that the snap decision they make to run the red light has the potential to change - or end - a life forever," said Teter.

"Just as the Department of Transportation is dedicated to making the safest roadway network in the world and ATS is committed to reducing the number of vehicle collision injuries, DaimlerChrysler is committed to manufacturing and marketing safe vehicles," says Robert Eaton, chairman of DaimlerChrysler. "National Stop on Red Week addresses an important component of traffic safety, the driver. Together, we can make a difference."

The Stop Red Light Running campaign originated with the FHWA's 1995 local community efforts. Early results of the campaign showed that it has raised awareness of the dangers of red light running by 60 percent and reduced crashes at some intersections in some communities by 43 percent. DaimlerChrysler and the American Trauma Society joined the campaign in 1998.

The American Trauma Society, based in Washington, D.C., has 180 hospital members and 26 state division chapters across the country that are implementing the red light running campaign. Each participating trauma hospital has a dedicated campaign coordinator to work with local law enforcement, engineering and safety professionals to promote red light running campaign safety messages.

DaimlerChrysler has committed tens of millions of dollars to safety education programs in addition to Stop Red Light Running, and has initiated a number of national safety education campaigns including:

• Neon Drunk Driving Simulator, an interactive program which allows participants to experience firsthand the dangers of drunken driving without endangering lives;
• The Back Is Where It's At, which emphasizes that the back seat is the safest place for children to ride in a motor vehicle; and
• Do the Buckle, a nationwide consumer initiative designed to communicate the importance of wearing safety belts.

###

For additional help in crafting a press release, contact the National Campaign to Stop Red Light Running at: 202-828-9100, cgalm@blakey-agnew.com, http://www.stopredlightrunning.com/"

Sample Biography

MARK LATTANZIO
Mark Lattanzio became involved in the Stop Red Light Running campaign in April 1994, after surviving two red light running wrecks caused by careless drivers. Tragically, both crashes occurred less than a year apart and at the same intersection. His outreach efforts on behalf of the campaign include sharing his perspective of the dangers of red light running throughout his community and acting as the "agitated red light runner" in a public service announcement on the problem.

In his professional life, Mark is vice president of commercial lending at South Trust Bank in Charleston, S.C. He also enjoys community theater and has performed in numerous plays, TV commercials and films. He is an avid sports fan, spending many fall Saturdays watching Gamecock football at his alma mater, the University of South Carolina. During the off-season, Mark donates his time to the United Way's Crisis Hotline, Rotary International and Toastmaster's International. In 1996, Mark raised $3,500 for the Leukemia Society by running in the San Francisco Marathon. He is also working on his MBA on nights and weekends - but he does find time to occasionally play golf and fish.

Mark was born in Philadelphia and was raised in Runnemede, N.J. The youngest of six children, Mark moved to South Carolina in 1980.

Summary

National Red Light Running Survey*

A survey of 800 licensed drivers in United States ages 18 and 65 was conducted by the Federal Highway Administration (FHWA) and the American Trauma Society (ATS). The margin of error was ± 3.46. Following are the results of the survey:

• Ninety-six percent of Americans worry that, when they are driving through an intersection, someone might run a red light and hit them.
• Ninety-one percent of Americans believe that running red lights is "very" to "extremely" dangerous.
• Seventy percent of Americans support the use of enforcement cameras at intersections to catch red light runners.
• Sixty percent of Americans believe that people run red lights simply because they are in a hurry.
• Sixty-three percent of Americans see someone running red lights a few times a week to once a day.
• Sixty-five percent of Americans believe that the problem of running red lights has either stayed the same, or has gotten worse, but has not gotten better over the past few years.
• Fifty-four percent of Americans agree that people who run red lights are just as reckless as people who drink and drive.
• Thirty-two percent of Americans - one out of three - know someone who has been injured, or killed...because of a red light runner.

For technical assistance or to request a loaned copy of broadcast quality PSAs, please contact Ed Rice at 202-366-9064 or ed.rice@dot.gov. For assistance with media relations, please contact Christopher Galm at the National Campaign to Stop Red Light Running at: 202-828-9100, cgalm@blakey-agnew.com, http://www.stopredlightrunning.com/