Feeding the Media

APTA Legislative Conference Release of Ridership Numbers

• National radio media tour for transit system GMs across 20 markets• Radio segments aired on 1,887 stations in

cities from Los Angeles to Atlanta – reaching more than 12,000,000 listeners nationwide

• National & local print and broadcast stories • Tools/tactics: Advisories, pitches, release

and talking points focusing on impact of gas prices on transit usage

Mass transit use rises as gas

prices soar

Money Minute: High gas prices drive more to take the bus

Ridership up on

light rail, down on

Denver buses

Public transportation use up across the nation in 2011

National Dump the Pump Day – June 16, 2011

• Outstanding local media coverage due to the work of APTA Members

• Helped place op-ed on behalf of APTA, the Sierra Club, and the National Resource Defense Council in Huffington Post

• Issued national press release detailing involvement by over 100 transit systems

• Created and pitched to a top tier, national media distribution list

• Pitched local DC media about local businesses supporting WMATA’s National Dump the Pump Day efforts

More than 125 public transit agencies participate in 'Dump the Pump Day' - June 17, 2011Tri-Rail breaks

ridership record on Dump the Pump Day

- June 17, 2011

Don’t X Out Public Transit

• APTA led a coalition of partners – including Amalgamated Transit Union, National Association of Public Transportation Advocates in Action, Reconnecting America, Transportation for American, Transportation Equity Network, Transportation Workers Union of America and other local partners – around the country

• Brought direct attention to the dire situation of public transit systems around the country facing additional budget cuts

National Day of Rallies

• Quickly launched a campaign website to serve as hub for coalition partners, leveraged existing social media and partner networks

• Rally events held in more than a dozen locations, including major hubs at Chicago, Los Angeles, Boston, and Providence

• Hosted media conference call to target national, regional, and trade media

• Media coverage included The Los Angeles Times, The Chicago Tribune, The Hill, Streetsblog, and Progressive Railroading

Results

Upcoming

• Gas Prices Report (April)• International Bus Rodeo and Conference (May)• International Rail Rodeo (May)• Dump the Pump Day (June)• Rail Conference 2012 (June)• UIC World Congress on High Speed Rail (July)• APTA Annual Meeting (October)• Launch of APTA/Transportation blog (TBD)• Updates of economic and social impact data (TBD)

• Reporters are looking for what’s new and different, for what’s controversial

• News media bias is often pegged as liberal or conservative

• But it’s actually persuasively negative

About the Media

1. Stay current• Be aware of what the media is covering, and, likewise, be aware of

which reporters are covering the issue.• Reporters change jobs and beats frequently.• It’s good to update your media list every three months.

2. Get to know your reporters and editors• Rapport with reporters is the single most effective method of

ensuring your press releases, op-eds, etc., get the attention they deserve

• As new reporters come on the beat, or if you’ve got a reporter who always gets your information, but never writes about it, ask to meet them for coffee. Build and nurture these relationships

6 Golden Rules

3. Always return a reporter’s phone call• Flake on a reporter once, and you’ll be off their list forever• Even if you can’t talk right away, return the reporter’s call and let

them know when you will be available• And call back when you say you’ll call back

4. Give them something to work with• Most reporters are overwhelmed long before your press release

shows up• Make sure you send newsworthy items, and offer to suggest ways

your information could be helpful in developing a larger story, why readers should car or know about this issue, etc

6 Golden Rules

5. Follow up• Following up not only calls attention to your information, it also

helps build rapport• Often the only difference between coverage and the circular file is a

simple follow up call

6. Offer to help• Reporters are always looking for more sources on stories• Sending a reporter a note about how you can be a source on an

issue you know they’ll be covering can make you part of the story• Likewise, offering additional sources, information and other

assistance can turn you into a reporter’s “new best friend”

6 Golden Rules

• A + B = PP• Acknowledge question

• Bridge to your answer

• Make your Positive Point

• For Example:• “What I’m saying is…”• “Sure it’s a problem, that’s why…”• “Absolutely. We must…”

Control Your MessageYou maintain the best control of your “story” when you know exactly what you want to say and stick to it

• Don’t wait for a direct question• Chances are, it won’t be asked• Give the answer you want to give

• Flip-flop everything you’ve been taught about making your case• State your main point first, then offer supporting arguments and

statements• Keep it short – 1 thing in 10 seconds = Control, 10 things in 30

seconds = No Control

• Draft and carry 3-5 messages you want to stress in the interview

• You have a right to bring notes with you and to use them

• Enhance your message by appealing to emotion whenever possible

• Use colorful examples, words and comparisons

• Avoid jargon and difficult-to-understand concepts

Control Your Message

• Never argue with your interviewer• Never repeat a reporter’s negative statement – he or she is

fishing for a quote. • Don’t guess, because if you’re wrong, you will lose credibility• Similarly, always tell the truth• If the questioning goes into an area you can’t or don’t want to

discuss, it’s better to say, “I don’t know,” or “I can’t go into that”

• You do not have to answer personal or confidential questions • Don’t say “no comment.” Instead, say, “I don’t know” or “I’ll

find out”• Last interview tip – Practice, practice, practice!

Control Your Message