Palm Tran CONNECTIONPalm Tran CONNECTION

Charlie Boettiger – Paratransit Service Supervisor Media Relations/Negative Scenario

Issues that the Media Issues that the Media respond to:respond to:

Serious Motor Vehicle AccidentsReports of Severe Injuries/Fatalities Claims made by rider/citizens that the agency is mistreating the riders:

•Civil Rights Violations•ADA Infractions•Bus Operators not obeying traffic laws

Actual Headlines - Actual Headlines -

Transit Bus Accident Transit Bus Accident Sends 6 To HospitalSends 6 To Hospital

Driver Dies When Tour Bus Driver Dies When Tour Bus Plunges Off I-270 Ramp Plunges Off I-270 Ramp

CT Transit Bus Accident CT Transit Bus Accident Leads To DUI ArrestLeads To DUI Arrest

Claim: L.A. Bus Cuts Are Claim: L.A. Bus Cuts Are A Civil Rights ViolationA Civil Rights Violation

Transit Panel Accuses Transit Panel Accuses MTA Of Civil Rights MTA Of Civil Rights ViolationsViolations

Calgary Transit Drivers Calgary Transit Drivers SpeedingSpeeding

Items That Should Already Be In Items That Should Already Be In PlacePlace

► An Agency Plan— (HighlightsAn Agency Plan— (Highlights)) The purpose of having a Plan is to ensure that The purpose of having a Plan is to ensure that

all outgoing information remains consistent all outgoing information remains consistent with the agencies policies.with the agencies policies.

The plan must designate a Central Point of The plan must designate a Central Point of contact with a backup person. Public contact with a backup person. Public Information Officer (PIO) or equivalent. Information Officer (PIO) or equivalent.

Maintain a list of influential media agents Maintain a list of influential media agents ►The PIO must build a working relationship The PIO must build a working relationship

with these agents in an effort to minimize with these agents in an effort to minimize misinformation and rumors. misinformation and rumors.

Lessons LearnedLessons Learned When interacting with the media never When interacting with the media never

attempt to answer all of their questions attempt to answer all of their questions immediately after an incident has occurred. All immediately after an incident has occurred. All the facts are still not verified.the facts are still not verified.

It is always easier to add information to a story It is always easier to add information to a story than it is to correct the information that was than it is to correct the information that was previously broadcast. previously broadcast.

It is better to cooperate with the media than it It is better to cooperate with the media than it is to have them as your enemy. Having a poor is to have them as your enemy. Having a poor or confrontational relationship may lend itself or confrontational relationship may lend itself to sensationalized stories being developed.to sensationalized stories being developed.

SummarySummary

► Understand who the point of contact for the media is Understand who the point of contact for the media is ► The PIO or their representative must be cognitive of the The PIO or their representative must be cognitive of the

agencies policy as it relates to dealing with the mediaagencies policy as it relates to dealing with the media► Never try to complete a story with your initial Never try to complete a story with your initial

assessment of an incident or accident. (facts take time assessment of an incident or accident. (facts take time to verify)to verify)

► With the advent of Social Media, some employees may With the advent of Social Media, some employees may have access to information. They must be properly have access to information. They must be properly educated on what they cannot publish on their personal educated on what they cannot publish on their personal pages. pages.