Speakers:
- Denise Tyrrell, public information officer, Metrolink, Los Angeles, CA
- Cynthia Staab, assistant general manager, Metropolitan Tulsa Transit Authority, Tulsa, OK
- Martin Munguia, public information officer, Community Transit, Everett, WA
- Steve Koegel, communications manager, Central New York Regional Transportation Authority, Syracuse, NY
Key Highlights:
- The media can be a valuable tool for disseminating important information to the public, building an agency’s image, and connecting with riders.
- Community relationships, employee training, and good old fashioned luck are critical factors in dealing with transit crises.
- Engaging employees and collaborating with area partners will help provide an efficient, safe, and enjoyable transportation experience.
Summary:
Cynthia started with an introduction of Tulsa Transit – a medium sized system with 52 buses at peak. Their budget is $18.5 million, so many people wear multiple hats. In her PIO hat, Cynthia helps share positive news.
Media isn’t all bad, sensational news,” she said. “They need help with story ideas.”
Some story ideas include:
- A local angle to a national story
- New services or facilities
- Community Partnerships
- Gas prices
Cynthia has four tips for contacting the media with story ideas.
- The story must be newsworthy, which means it should have wide appeal or interest to the public.
- Send out an informative, well organized press release to local media organizations. The release should answer the questions Who, What, When, Where, Why, and How.
- Timing is everything. Avoid scheduling press conferences on Mondays, and try to get information out early in the day. The goal is to make the morning, noon, evening, and nightly news segments.
- Provide visual appeal. Print and television news need to find ways to pull the audience into the story.
Cynthia said the media is a useful tool because of cost (free!), credibility, and exposure. She also played several media clips demonstrate the success her program has had in Tulsa. Some things to consider when valuing media coverage:
- Length of story or news segment
- Content and placement
- Gross impressions (circulation, viewers)
- Photos or graphics
- Advertising equivalence (based on ad rates)
Cynthia’s presentation is attached at the bottom of this entry.
Centro’s Steve Koegel shared his experience from a shooting that occurred on the back of a bus in Syracuse. Koegel explained that a combination of well established relationships, training, and just plain luck helped Centro mitigate the impact of the shooting crisis.
The first factor was the existing relationship Centro supervisors had with the police spokesperson. They were able to coordinate the communications effort – allowing the police to answer questions about the investigation while Centro gathered facts and provided background information to the media.
The next critical factor was employee training. Steve said the driver’s response was “by the book.”
Immediately after the incident, the driver contacted dispatch so they could notify 911,” Steve said, adding that the driver calmed the passengers and asked everyone to write down details about what they had seen. “When the police arrived, he was able to hand them a stack of papers to begin their investigation.”
Finally, Centro benefited from good, old-fashioned luck.
Steve said Centro supervisors arrived on the scene BEFORE the media.
The police had already cordoned off the area with yellow tape, which allowed us to avoid a gruesome photo of the scene inside the bus,” he said.
The bus was also advertising wrapped, preventing the public from seeing inside the windows.
In summary, Centro was able to mitigate the impact the incident had on the system’s image – preventing rider apprehension and continuing their commitment to public transportation excellence.
Key stories in the incident’s media lifecycle:
- Day 1 – There was a murder on a bus, and the shooter had not been apprehended.
- Day 2 – The shooter was arrested, thanks in part to the quick reaction from the Centro bus driver.
- Following Week – Despite this single incident, the Centro remains a safe, efficient, and economic way to travel in the Syracuse area.
Steve’s tips:
- Encourage employees to get involved with the community to establish relationships with key figures.
- If and when a crisis occurs, the first step is to gather details.
- Train employees not to talk to anyone but police investigators during the event of a crisis.
Martin Munguia explained how cross-agency coordination and internal collaboration factor into a transit system’s success.
There are six transit agencies in the Puget Sound region, plus a major ferry system,” Martin said. “We all work collaboratively to coordinate schedules, service changes and fare media.”
He also discussed ways Community Transit works to engage drivers.
In our business, the drivers are our public face, and what they know and what they impart to riders is just as valuable as the front-page story you might get in the paper.”
Martin’s speaking points are attached at the bottom of this entry.
Presentations:
- Jacque Brown, Booz Allen Hamilton
