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Media Strategies

Media strategies inform customers about projects and programs through newspapers, radio, television and videos, billboards, posters and variable message signs, mass mailings of brochures or newsletters, and distribution of fliers. Working with the media, an agency takes an active role in disseminating information. Media strategies inform customers about projects and programs through newspapers, radio, television and videos, billboards, posters and variable message signs, mass mailings of brochures or newsletters, and distribution of fliers. Working with the media, an agency takes an active role in disseminating information. For example, the San Francisco area's annual "Beat the Backup" program during California Rideshare Week promotes ridesharing in partnership with a full range of the media.

Media strategies take a variety of forms. The simplest examples are fliers about projects within a corridor (a targeted market area) or variable message signs on highways that inform motorists (a targeted market) of delays ahead or of alternate routes. Promotional brochures are used in direct mail campaigns or - as in Portland, Maine - through a full-size newspaper supplement explaining the regional transportation plan. Briefing reporters and editorial boards of both newspaper and broadcast media with in-depth background on a project or program prepares them to analyze an agency's approach and report on aspects of an issue in an even-handed way. In New Jersey, media executives were briefed on high-occupancy vehicle HOV lane proposals at the outset of planning for the project.

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More Information: www.fhwa.dot.gov/reports/pittd/media.htm



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