Whether you’re a cycling enthusiast, a concrete proponent or someone who touts transit, there are some common communication themes that are likely to make the job of talking transportation with your customers more successful.
Two important complementary reports help define a tact toward greater public understanding and support for our national transportation as a whole – not highways over pedestrians, or capacity versus dedicated bike lanes. These reports – one from the Miller Center and one from the National Cooperative Highway Research Program – offer transportation experts a chance to step back from the day-to-day advocacy and consider a different way of approaching advocacy.
Actually, it was one specific comment made by Pac-12 Commissioner Larry Scott that got me to thinking. Commissioner Scott, describing the impetus for a new college sports network, said this: ”The idea is Pac-12 content, anywhere, anytime, by any device.”
We are at a unique point in the evolution of transportation agency media relations. The evidence is mounting that journalists and journalism are changing in ways we hardly could have expected just a few years ago.
For instance, the New York Times and the Financial Times both are close to generating more revenue from subscribers than advertising dollars. Just reaching that point suggests an amazing shift in power that we will have to watch closely. Gigaom takes a hard look at why and how the basic economics of news operations might affect the size and scope of the news industry. And, I’ve written before (“Three insights for transportation communicators from today’s newsroom editors”) about how reporters are increasingly using social media to help cover their topic areas.
Such a change in tactics by reporters would certainly suggest we should be shifting our tools of engagement, right? Continue reading →