Safe Routes to School

Safe Routes to SchoolMaking Connections with the Media

Presented by Deb Hubsmith, CoordinatorSafe Routes to School National Partnership

Pro Walk/Pro BikeSeptember 2006

SRTS National Partnership

The Safe Routes to School National Partnership is a growing coalition of more than 200 non-profits, government agencies, school and professional organizations working to advance the SRTS movement. It’s free to join at bikesbelong.org

Why Focus on the Media?

• Increases the visibility of your program

• Attracts more volunteers

• Boosts credibility with politicians and parents

• Makes “Safe Routes to School” a hot issue

• Provides opportunities to pursue additional funding

Look for Media Opportunities

• Capitalize on a national or international event

• Announce new programs or program funding

• Publicize successes and problems

Walk to School Day

International Walk to School Day is scheduled for Wednesday, October 4, 2006 and provides a fantastic way to secure media attention to help propel your Safe Routes to School program.

Marin County, CA Case Study

• Year 2000 launched SRTS through W2SD

• Used “Staging Areas” for speeches and got media coverage

• Visuals: Walking School Buses, Bike Trains, and Kid Signs

• Treats at School

• Sign-Up to Volunteer

Broome, County NY, Case Study

• Emphasis on W2SD participation led to media coverage

• Took photos of kids walking and biking and needed improvements

• Health Department made presentations to school board and city

• Now gearing up to apply for a grant from the NY DOT

Your Media Plan

• Get permission from the school in advance• Identify key spokespeople including a

parent, student, police officer, school official, and politician and provide talking points

• Create visuals for the event• Plan what happens next after W2SD so

that you can announce a key meeting or event through the media

Types of Media

• Newspapers (calendar, features, news stories, letter to the editor, editorial page)

• Radio (PSA, news, feature, websites)

• Television (news, cable, PSA)

• Grassroots Community News (websites and newsletters of other organizations)

Contacting Reporters

• Make a media list

• Develop your press release

• Be sensitive to reporter deadlines when you call

• Let them know why the story is relevant (traffic, safety, health, community)

Tips for Interviews

• Prepare and focus on YOUR key issues• Be concise• Don’t speak too quickly• Be friendly and honest• Don’t loose your cool• There no such thing as “off the record”• Don’t be led into hypothetical situations• Say your piece and then stop talking• Mention where to get more info• Turn the negative into a positive

Make it Real

• The media loves stories involving children

• Use local “star power” • It’s not real until it’s in

the news, so use the media and make every day Walk and Bike to School Day

• Save your media clips to pursue funding for your program and capital improvements

Walk (and Roll) to School Day

More Information

• www.walktoschool.org

(sample press releases, check-lists and registration for W2SD)

• Bikesbelong.org

(Safe Routes to School National Partnership)

• www.saferoutesinfo.org

(SRTS Clearinghouse)