APPENDIX D
FARE-FREE COMMUNICATION STRATEGIES

Introduction

Moving a jurisdiction to fare-free transit systems takes both political will and funding. The decision to start, extend, or stop fare-free operation, absent a crisis at a level of the COVID pandemic, is typically very localized. The value decision to commit resources and accept risk at the local level is also context-specific and must fit the needs of the community being served. Recognizing and understanding that there are multiple potential audiences, each with its own set of needs, protocols, and concerns, these communication strategies, henceforth referred to as a Communication Implementation Plan (CIP), have been crafted to support localized customizations to address a wide range of audiences, including transportation professionals, elected officials, governments, local nonprofits, media, and potential riders.

Organizations and other interested parties can use this CIP to begin building Action Plans that will lead to an understanding of and movement toward implementation of full or partial fare-free transit if the fare-free evaluation is proven to achieve policy goals. This document has been developed as a guide for various users and is designed to help each one:

• Adopt effective strategies for communicating the value of a fare-free transit evaluation to leadership (including state DOT), policy boards, governments, advocacy groups, and communities
• Plan tactical communications and outreach activities
• Communicate in a consistent and unified voice to support transit goals (whether the evaluation results are positive for fare-free, or not)
• Dispel misconceptions
• Increase implementations of fare-free transit

This CIP is designed to offer guidance to users in selecting the most cost-effective, high-leverage communications and outreach strategies, tactics, and activities to build a customized/localized communications plan that will successfully:

• Convey the fare-free evaluation knowledge base
• Assist in communicating the approach if the evaluation outcome for fare-free transit is negative
• Maximize the implementation of fare-free transit if that is considered the best solution.

It is important to note that this document is primarily focused on outreach to support a full or partial fare-free transit decision at either a State DOT or Local level. This assumes the State DOT or transit agency has made the decision for fare-free implementation. The same approaches may be applied if the decision is made to stop or not implement fare-free operation (maybe even more so). An understanding of the strategies and tactics will help transit systems communicate and build coalitions throughout the fare-free evaluation.

Section 1. CIP Strategies

This CIP is aimed at identifying and creating localized venues for open dialogue centered on the strategies of education and coalition-building in a manner that builds both non-media and media relations.

In both education and coalition-building strategies, targeting organizations with memberships that can help build grass-roots advocacy and support for transit decisions is one of the most cost-effective methods of outreach.

• Education focuses on a carefully crafted message and presentations that will raise awareness and understanding; minimize misperceptions; serve to encourage involvement in implementing fare-free transit; and communicate the positive impact of fare-free transit to peers.
• Coalition-building focuses on building and maintaining sustained trust among stakeholder groups in all target audiences. Motivating and supporting a broad coalition of interested decision-makers from government, industry, academia, and other constituencies to cooperate as partners ultimately increases public understanding and implementation of fare-free transit.

The fare-free evaluation results outreach campaign will utilize both education and coalition-building strategies, with tactics directed at the two primary target audiences to garner support for transit-policy decisions. Following are suggested non-media and media relations tactics intended to assist in stimulating discussions and information sharing among various audiences as the CIP user disseminates the results of a fare-free transit evaluation. The suggested non-media tactics include a coordinated blend of outreach tools and tactics that will effectively deliver CIP messages to the most relevant specific targeted audiences. The media outreach activities will assist with capturing the media’s interest in fare-free benefits, generating “earned media” coverage, and mitigating any undesired negative messaging.

It is important to note that in an increasingly diverse and multicultural environment in most communities, diversity, equity, inclusion, and accessibility are vital. For example, offering content in more than one language, ensuring accessibility for people with disabilities, those who do not have technology options, or those residing in rural or tribal communities, and understanding how disenfranchised communities access and provide information will be necessary to maximize outreach. We recommend that this document be approached with this perspective in mind and enhance outreach activities to reach out to diverse audiences as needed.

Section 2. Target Audiences

Introduction

The potential deployment of fare-free transit will be limited by CIP user budgets, as well as the level at which many stakeholders understand and accept the potential benefits of the fare-free evaluation results. Since implementation crosses jurisdictional and agency lines, each CIP user’s most cost-effective approach to delivering its outreach message efficiently is to conduct activities focused on enabling communication, cooperation, and coordination among the numerous stakeholder

organizations that are most likely to understand the relevant issues. The following information offers examples of organizations for outreach, yet each CIP user will need to prioritize the role of each group based on the community’s best interests.

While ultimately every person who relies on transportation vehicles could be a supporter of fare-free transit implementation, the audiences most likely to be persuaded to proactively spread the fare-free messages are:

1. Public Sector - Legislators and other transportation decision-makers dedicated to improving fare-free transit, mobility access, reducing traffic congestion, and improving the jurisdiction’s economic productivity and health
2. Private and Community-Nonprofit Sector - Commercial and nonprofit organizations that support constituencies that will benefit from fare-free transit

Outreach will initially be directed to the Primary Target Audiences involved in adopting fare-free transit in jurisdictions, as well as to the likeliest audiences to support such implementations. The suggested primary target audiences and messages of this CIP were selected to narrow an initial outreach campaign that will encourage jurisdictions to implement fare-free transit. The primary target audiences follow.

Public-Sector Target Audiences

Introduction

Governmental agencies that provide transportation services serve many needs in our communities. In order to ensure that fare-free transit is a good fit for a community, broad engagement at all levels is necessary for its initial and sustained support.

Public-Sector Target Audience Categories

• Transit Agencies - Transit agency staff have a clear understanding of operations and the people they serve. Their full engagement will be essential to any successful implementation. Peer agency experience is also very valuable.
• State DOTs - State DOTs can play a leadership role in articulating the benefits (and challenges) associated with transit investments. As a key funder of transit services, State DOTs manage the distribution of federal and state funding programs and can tie access to funds to data analytics, measurements of success, and reporting.
• Public Decision-Makers - For transit agencies to successfully introduce fare-free transit, they will need policymaker support, not only from transit agencies and State DOTs, but also from council members, mayors, legislators, and State and local policy/decision-makers. Following are other public-sector agencies with representatives that may be among the most interested in supporting the benefits that fare-free transit ultimately provides:
  • State and local commerce departments (especially economic impacts)
  • State and local labor departments (especially economic impacts)
  • State and local environmental agencies (especially safer roads, air quality improvements, increased walkability)
  • State and local housing and urban development departments (especially improved

• social equity and economic impacts)
• State and local health and ADA access departments
• State and local aging services
• State and local transit security departments

Public-Sector Target Professional Organizations

Building relationships with relevant organizations may be helpful to CIP users to locate resources for fare-free transit support (conferences, membership/government liaison contact lists, links to related resources, events, potential grant opportunity partners, publication opportunities, etc.). In addition, many of the categories listed above are represented by associations (often with local chapters or specialized committees) and may be the best way to target these constituencies:

Transit & State Officials

Organization	Link
American Association of State Highway and Transportation Officials	https://transportation.org/
American Public Transportation Association	https://www.apta.com/
Federal Transit Administration	https://www.transit.dot.gov/
Governors Highway Safety Association	https://www.ghsa.org/
International City/County Management Association	https://www.icma.org/
National Association of City Transportation Officials	https://nacto.org/
National Association of Counties	https://www.naco.org/
National Association of Regional Councils	https://narc.org/
National Conference of State Legislatures	https://www.ncsl.org/
National Governors Association	https://www.nga.org/
National Highway Traffic Safety Administration	https://www.nhtsa.gov/
National League of Cities	https://www.nlc.org/
The Council of State Governments	https://www.csg.org/
U.S. DOT Public Transit	https://www.transportation.gov/public-transit
United States Conference of Mayors	https://www.usmayors.org/

Other Public Decision-Makers

Organization	Link
Administration for Community Living	https://acl.gov/
Association of State and Territorial Health Officials	https://www.astho.org/
Council of State Community Development Agencies	https://coscda.org/
Environmental Council of the States	https://www.ecos.org/
Government Alliance on Race and Equity	https://www.racialequityalliance.org/
Government Finance Officers Association	https://www.gfoa.org/
International Economic Development Council	https://www.iedconline.org/
National Alliance of Community Economic Development Associations	https://www.naceda.org/
National Association of Clean Air Agencies	https://www.4cleanair.org/
National Association of County and City Health Officials	https://www.naccho.org/
National Association of Development Organizations	https://www.nado.org/
National Association of Government Labor Officials	https://www.naglo.org/
National Association of State Budget Officers	https://www.nasbo.org/
National Association of Towns & Townships	https://www.natat.org/
National Community Development Association	https://ncdaonline.org/
National Council on Aging	https://www.ncoa.org/
National Council on Disability	https://www.ncd.gov/
U.S. Access Board	https://www.access-board.gov/

Private and Community-Nonprofit Sector Target Audiences

Introduction

Private-sector and community-based organizations provide transportation support in many areas. They have a very comprehensive understanding of those they serve – many of which often have specific needs. Their engagement is key to providing a comprehensive solution of which fare-free service may be a part.

Private and Community-Nonprofit Sector Target Audience Categories

Community Partners – Within a service area, there will likely be a number of organizations that provide or support the provision of transportation services. Many (like universities) have a history of being significant partners in providing service. The inclusion of these entities in a communication effort regarding transit service and particularly fare-free service will go far in sustaining their participation and in gaining a better understanding of the issues.

• Transportation- and transit-related industry associations
• Advocacy groups (for any related constituency, ranging from economic development to disabled-services agencies)
• Private-sector employers
• Medical centers
• Academic Institutions
• School Officials
• Parent-Teacher Associations
• Child Welfare Organizations (e.g., Boys & Girls Clubs of America, etc.)
• Organizations Assisting the Disabled
• Service Organizations (YMCA, Kiwanis, Rotary, etc.)
• Organizations and Programs that will benefit from the fare-free transit (Main Street Programs, Economic Development Corporations, Realtors, etc.)
• Seniors Organizations
• Tourism Boards
• Economic development-related organizations (e.g., Chambers of Commerce, workforce development entities, and labor unions)
• Churches
• Sports organizations
• Political organizations
• Legal aid societies
• Museums

Private and Community-Nonprofit Sector Target Professional Organizations

CIP users will need to develop a list of local organizations in the above-listed categories. Some of the categories listed above are represented by the following associations that may be the best way to target these constituencies:

Section 3. Key Messages

Introduction

The primary strategy is to educate and build relationships with the primary audiences with communications and branding that focus on those messages that resonate best in answering the question for the audience, “What’s in it for me?” (the benefits). While CIP users may need to respond to questions about any of the following benefits and challenges, the societal-political benefits are the likeliest to resonate with all primary target audiences (and are thus likely to be among the three primary target messages). The transit operations benefits listed below may be most important to transit system operators (in addition to the societal-political benefits), and the

ridership benefits may arise in discussions with community-serving nonprofits but will mostly be addressed in a rollout of fare-free transit to the general public.

In addition to a broad range of positive benefits for fare-free transit, the CIP user must also be prepared to address questions about the challenges. It is important to note that these considerations are both quantitative and qualitative, and the degree to which these different aspects will be considered and weighted may be different for each CIP user. The project’s Practitioner Tool will help each CIP user formulate the knowledge base necessary to convey the message, engage supporters, as well as address questions regarding concerns.

Key Benefits

Based on the experiences of transit systems that have adopted fare-free and reduced-fare options, benefits have included:

Policy Benefits

• Improve Social Equity
  • More equitable access to employment, educational enrichment, healthcare, and recreational benefits for all, but especially for underserved populations (youth, older adults, low-income, and those who are unemployed)
• Boost Economic Competitiveness
  • Create and sustain jobs
  • Increased values of property located near public transportation with high levels of service
  • Increased transit-oriented development
  • Tax revenue could grow due to increased sales- and property-tax revenue
  • Decreased parking requirements
• Enhance the Health of the Community
  • Enhanced connectivity and access to essential destinations, such as healthcare and recreation
  • Safer Roads
    • Less drunk and impaired driving
    • Removing vehicles from roadways results in reduced traffic, congestion, and accidents
  • Improved Air Quality
    • Potentially reduces greenhouse emissions, air pollution, and ground-level ozone
    • The air quality improvements must be accompanied by documented reductions in SOV utilization. In most cases, fare-free operation increases ridership, but it may be based on the same riders from before taking more trips vs. a mode shift.

Transit Operations Benefits (efficiencies resulting from increased ridership)

• Reduce boarding times
• Improve on-time performance

• Decrease driver/rider conflicts over fare disputes
• Enhance driver job satisfaction and reduce turnover
• Reduce some costs
• Ensure an easier system to navigate and operate
• Increase rider satisfaction

Ridership Benefits

• Improve passenger ease of use
• Increase community walkability, vitality, quality of life
• Save time (from less traffic congestion and parking, as well as using riding time for personal use)
• Decrease stress and anxiety (from battling everyday traffic and parking)
• Reduce personal-vehicle costs (fuel, maintenance, parking, and tolls)

Key Challenges

• Security Concerns – In most cases, but not all, security issues were not found to overwhelm the system. However, perceived security issues and the need for the implementation of mitigation measures to address any disruptive or all-day riders may be questioned by target audiences. Therefore, when communicating about the evaluation and implementation of full or partial fare-free options, transit systems may want also to be prepared to develop messaging about mitigation strategies, such as operator training practices, ongoing collaboration with transit public safety agencies, and requirements for riders to have a destination or limiting trip length.
• Financial Considerations
  • Loss of fare revenue – While fare-free transit may produce some cost savings, they rarely offset the loss of revenue. CIP users must be able to address questions that focus on the potential negative impacts that may arise if reduced revenues limit the ability to expand service to underserved populations.
  • Increased costs –Transit systems that have reduced or eliminated fares should be able to articulate information about alternative funding sources for long-term financial sustainability, including state assistance, local general funds, regional funds, federal funds, and private partnerships with hospitals, businesses, nonprofits, and educational institutions.
    • Operational impacts associated with increased ridership - Transit systems should anticipate higher ridership and prepare for the operational-cost impacts that may result from higher levels of use, such as:
      • The need for more stops along each run (which affects travel times and reliability)
      • Potential requirements for a larger fleet to service demand
      • Additional maintenance requirements
      • Technology costs to track riders (once fareboxes are removed)
      • Increased complementary paratransit utilization/costs.

Section 4. CIP Tactics & Activities

The following tactics and activities serve as the building blocks for CIP users as they create their customized/localized Action Plans. Each CIP user will need to consider incorporating localized realities that best support their goals and objectives for each specific target audience.

Tactic 1. Build Non-Media Relations

Introduction

Both “education and coalition-building” strategies lean heavily upon building non-media relations. Encouraging grass-roots involvement within the most probable supporting organizations maximizes cost-effectiveness. With this collective assistance, the CIP will assist all users in delivering consistent messaging to each target organization’s memberships in a manner that educates and motivates these constituencies to understand the fare-free transit evaluation and provide support for future implementation. Coordinating and collaborating with partner organizations’ ongoing education and outreach efforts will cost-effectively leverage each target’s existing local, state, and national programs, publications, institutions, and infrastructure.

Activity 1.1 Identify Which Outreach Methods Each Partner Offers

Special consideration should be given to identifying and developing opportunities to attend the most relevant conferences and/or trade shows in which CIP users’ target audiences participate. Such venues create opportunities for CIP users’ representatives to effectively undertake multiple face-to-face activities in one location in a short period of time. Such venues offer excellent opportunities to:

• Make announcements
• Give presentations and speeches
• Facilitate public dialogues
• Conduct stakeholder interviews
• Exhibit
• Distribute collateral
• Gather names/emails for future contact
• Increase media visibility and interviews
• Distribute press kits (since most events have a “Press Room”)
• Obtain placements in relevant organizations’ publications and outreach materials

CIP users should first undertake a thorough search to identify all possible shows and conferences that their target audiences attend to determine which venues offer the most cost-effective tactics for fare-free transit education and coalition-building. Then, investigate these opportunities in greater detail and prepare a matrix or report that outlines:

• Size and mix of audiences
• Travel, booth, and other exhibit or attendance costs
• Advertising and direct mail options
• Media coverage opportunities

Activity 1.2 Create and Brand Campaign Messages

Effective messaging is largely dependent upon repetition and consistency. Therefore, a visual theme and central phrase for communicating the fare-free transit evaluation results should be used across all related materials to convey consistent textual and graphical branding for the outreach initiative. It will help each CIP user deliver a unique, memorable theme that will resonate with all of its initial audiences. It is a theme all stakeholders will not only recognize and understand, but that will also motivate them to become actively involved in promoting it. The branding tagline and logo must be integrated into all materials.

Too many messages create “noise” and confusion, reducing the possibility that the most important message will get through to audiences. Each CIP user must evaluate the local needs and desires and develop three primary messages targeted to primary target audiences. For example, implementing fare-free transit will ultimately:

• Improve social equity
• Boost economic opportunity
• Contribute to a healthier public (indirectly via safer roads and enhanced connectivity and access to essential destinations)

CIP users may want to drill into some of the secondary benefits in each of the primary benefits categories for their three primary messages. For example, if a community is dealing with significant sea-level rise, a potential reduction in emissions, air pollution, and ground-level ozone may be one of the key benefits to highlight—assuming that the needed evaluations were completed, and the agency concurs that fare-free transit will lead to improved transit use and reduce vehicle ownership and use). Or if a community is struggling with workforce issues, “create and sustain jobs” is a more specific message that may figure into the top three primary messages.

These messages are designed to pinpoint the user benefits of fare-free implementation clearly. Addressing the “What’s in it for them?” question, in terms of what the benefits are for each group – is what will matter the most to target audiences. CIP users may need to refine these key messages and develop target-organization-specific messages and translations as appropriate, such as for organizations serving immigrant populations in fare-free jurisdictions.

Focusing on just three key benefits will help CIP users deliver a unique, memorable theme that will resonate with all audiences. It is a theme all stakeholders will not only recognize and understand, but that will also motivate them to become actively involved in promoting it. The branding must be integrated into all communications materials.

Activity 1.3 Establish, Build, Support, and Maintain Coalitions and Alliances

CIP users should participate in, or initiate low-cost/no-cost non-media networking opportunities—for maximum positive visibility with target audiences, such as:

• Public-official updates
• Workshops
• Discussion opportunities

• Structured panels
• Public forums
• Trade shows/conference displays/presentations
• Teleconferences
• Phone outreach/interviews
• Variety of electronic message-delivery formats

Activity 1.4 Select and Equip Spokespersons and Ambassadors

Actively involve group leaders in educating their organizations’ members. Using active outreach strategies that are engaging and interactive will augment more passive outreach strategies like flyers, event notices, and press releases that present information without ever engaging the people they hope to recruit. While printed materials help to raise awareness about an initiative, the best way to convince someone to participate is personal interaction–in person or over the phone. Salesmen and campaigners have known this principle for years. Selling products and winning votes are best accomplished person-to-person. Position and equip individuals to serve as speakers and ambassadors to interact directly with people.

CIP users will appoint an internal spokesperson(s) and work to establish the person(s) as the liaison(s) and expert(s) relating to fare-free transit. CIP users should identify specific candidates internally, as well as at local support organizations to serve as champions who will help lead support agencies and associations to implement fare-free transit.

Also, designate the roles for each spokesperson, and the venues and messages that are most appropriate for each of them to help amplify the message. Spokesperson(s) should actively:

• Speak in front of targeted organizations
• Contribute articles, or a regular column to targeted publications (or have a ghostwriter prepare the text)
• Interact with the media to talk about the organization and its activities/events and be available for interviews.
• Place outgoing calls to targeted audiences to introduce its key messages, send out materials as a follow-up, arrange speaking engagements, and offer articles
• Contact local Public Access Television stations and talk-radio shows to assess interview and on-air discussion opportunities
• Contact state or local officials to co-host events to provide credibility, local interest, media coverage opportunities, and incentives for other organizations to participate

Activity 1.5 Expand Electronic Communications

Today, providing electronic communications is a critical component of any outreach strategy. Users want more than data from a website. They want that data translated into meaningful content that clearly illustrates “what’s in it for them.” A dedicated fare-free transit website or a fare-free section of an existing website should be created and updated as frequently as possible. The more content there is, the more likely it will be accessed regularly by readers and identified by search engines as worthy of a higher placement in search-result listings.

The ultimate goal is to turn a website into an experience that is as information-rich and as

interactive as possible to serve as one of the primary input/output educational and coalition-building tools. It is a cost-effective alternative to printing and distributing myriad expensive printed pieces that can quickly become obsolete in today’s rapidly changing world (except for some of the Toolkit items (activity 1.6), which may also need to be available in hard copy). Other electronic tactics to help drive traffic to the site are also helpful, such as:

• Email campaigns to targeted audiences with links to the site
• Search engine optimization (SEO)
• Continual content updates (regularly add/refresh the webpages with success stories, case studies, testimonials, speeches, related article links, etc.)
• Placing the web address on every printed item possible
• Asking strategic partners such as public officials, coalition-building associations, and opinion leaders from academia, industry, and nonprofits to link to the website (search engines tend to view incoming links as more valuable)
• Making collateral and website links widely available on partner websites
• Social media postings (e.g., Facebook, LinkedIn, YouTube, etc.)

CIP users should also explore partnerships with a variety of distribution channels to make its collateral and training presentations widely available, e.g., the National Highway Institute (NHI), National Health Institute (NIH), and Federal Citizen Information Center. The outreach toolkit (or a link to it) could also be made available on partner websites.

Eventually, CIP users may want to offer a range of support tools on the dedicated fare-free transit website to draw users on an ongoing basis. Additional website features might include:

• Opt-in e-newsletters
• Podcasts
• Webinars
• RSS (Really Simple Syndication) feeds

When partners are offered adequate outlets for offering input, they gain a strong trust in the source. Such input also provides CIP users insight into the “general temperature” of stakeholder moods, enabling proactive actions to handle emerging issues. Such electronic communications outreach tools include:

• Online questionnaires
• Online discussion groups
• Blogs
• Feedback mechanisms

Activity 1.6 Create Data-Driven Outreach Toolkit

State DOTs and transit agencies armed with quantitative and qualitative data from an evaluation of fare-free transit can be a valuable asset. CIP users should prepare a variety of educational materials in support of its messaging and consider all options for distribution: in person, in conference packets, online, and provide target groups with materials to distribute to members, etc.

In all materials created for communicating about fare-free transit, placing an emphasis on a data-driven strategic approach to messaging is key. Gathering and using accurate and timely statistical data provides powerful detail to help potential supporters fully understand the benefits of fare-free transit. The primary message aimed at public and private segments should also convey efforts to mitigate the potential costs and security issues associated with fare-free transit. While communicating about the data benefits, it is equally important to be ready to answer inquiries about any negative issues that may arise from implementing fare-free transit.

A toolkit should be created and made available, preferably online, that includes tools to support increased implementation of fare-free transit, including the following items. Depending on CIP user budgets, different versions for different target audiences may be developed, as specific needs are identified, and partner organizations assist with outreach.

The primary tools suggested for development for the initial campaign rollout to fare-free jurisdictions are:

• Logos (color and grayscale)
• Photographs (with written permission for usage, each with captions or short descriptions
• A fact sheet (a brief overview of the initiative and highlighted issues, mostly as facts and figures or vital statistics, including costs) – possibly one for each fare-free primary audience category, including contact information
• Brochures – Two are advisable - one a trifold “summary brochure” primarily presenting a general overview and driving people to the website; and the other a multi-page electronic brochure supplying more detailed information, including cost-related data for installations. Both should be accessible online for download, or easily emailed and printed.
• Customizable introductory letter templates – letters introducing support for fare-free transit that associations can personalize and send to members, or that support agencies can send to their staff will help keep CIP users’ messages on target. The letter should be kept short and point readers to the dedicated website for more information.
• Customizable press release templates
• Two Speaker Presentations – one for professionals involved in fare-free evaluation and potential implementation and one for citizen-serving groups whose constituencies will benefit from fare-free transit
• Talking Points, possible Q&As (similar to website FAQs), and scripts can also be developed to help speakers address some of the most important issues and questions that may arise.
• Case Studies – example improvements achieved when fare-free transit has been implemented, preferably conveying the challenge, the solution, and the results

Budget-depending, these are some additional suggested tools that may enhance your efforts:

• Frequently asked questions (FAQs)
• Posters
• List (with links) of supportive partner organizations, newsletters and publications

• Biographical information and photos of key spokespersons for the initiative
• Past press releases and news articles referencing the initiative that are relevant to the issue (with the most recent ones at the top of the list)
• Positive quotes and/or testimonials from enthusiastic supporters (individuals or organizations) – encourage audiences to tell their fare-free transit-experience story, or how they might benefit from fare-free transit – which can also be converted to press releases and articles
• Speeches
• List of funding resources (if possible, identify organizations where implementers might be able to apply for funding, or how locales budgeted for implementations)
• Videos and audio soundbites
• Web-based presentations detailing the results of the evaluation (post presentations developed for speakers/ambassadors and tailor them as needed to the different audiences)

Tactic 2. Build Media Relations

Introduction

To augment these efforts, the CIP user should proactively reach out and build media relations with a carefully managed media campaign utilizing the key educational messages. The initial focus will be on trade media to create advocates within constituencies that can help build support and demand for fare-free transit. Eventually, as the CIP user moves to the implementation stage, they can develop additional outreach to build consumer media relations to increase awareness at the individual-rider level.

Activity 2.1 Gain Coverage Proactively

Introduction

Gaining influential media placements is the single most efficient and cost-effective method for reaching target audiences on a large scale. Distributing press releases and media pitching are the two primary methods of outreach.

Such efforts will raise the profile of fare-free transit with relevant organizations representing its specific target audiences that are most likely to become supporters and users. In addition, media outreach has a positive bearing on other activity areas, dovetailing with policymaker education and third-party coalition-building. To generate “earned media” coverage, the media’s interest in the fare-free transit issue must be captured through ongoing written, phone, electronic, and personal contact with both print and broadcast media representatives.

CIP users can tap into a wide variety of opportunities to build media coverage, such as:

• Print: Newspapers, stand-alone inserts; press releases, op-ed pieces, news stories, magazine articles
• TV: Announcement (Public Service) and sponsored content on network and community access channels.
• Social/Other Electronic: Web, email, PowerPoint, video content, podcasts, webinars, ezines, blogs, e-newsletters
• Radio: PSAs and sponsorships
• Events: Conferences, trade shows, demonstrations, speeches, competitions

Distribute Press Releases

The best tactic for building media relations is sending out press releases. The research and development of the mailing list, as well as writing and mailing the releases can be time-consuming. However, a well-written press release will generate more attention than a paid ad in almost all cases, providing it reaches the appropriate audience. People read editorials more often than ads because editorial is perceived as having more value (truth) for the reader. Therefore, the time spent on a press release/publicity program is generally worth every minute.

New releases should be sent to a specific media list regularly—every time there is a newsworthy item, and it should also be posted on a “News” or “Press Room” section of the dedicated fare-free transit website.

Identify PR Opportunities

Once media targets are prioritized, in addition to distributing press releases, CIP users can identify state and local story angles, venues, and delivery mechanisms that will offer the greatest potential for media interested in covering the story. Then, pitch stories using a combination of email and phone notification, and encourage reporters to bookmark the program’s website for continuous updates. This approach to media relations strongly emphasizes personal phone contact with reporters – an approach that facilitates carefully tailoring each pitch to individual reporters, outlets, and markets. CIP users can also leverage the media relationships of partner organizations involved in the initiatives to help pitch stories.

Media relations opportunities can be events that have already occurred (e.g., new regulations that have passed, new people joining the initiative, etc.), or events expected to occur soon. CIP users could also consider creating opportunities, such as competitions/awards, accessible demonstrations, aligning with another organization’s high-profile national news event, and staging good photo and filming opportunities. The following are other occasions that CIP users can consider targeting for press releases, which are intended to provide the reporter or producer with all the basic information about an organization’s news announcements:

• Research or project results (do not have to be the CIP users’ results; they can be about anything relevant to the primary target audience, such as new statistics from a free-fare transit-advocacy group)
• New products, services, equipment, or technology (including those developed by affiliates) related to the initiative
• New implementations (and results when available; also good for case studies)
• New supporters and affiliations
• Related anniversaries, deadlines, events, and other calendar listings
• Awards, appointments, and other recognitions (of involved parties)

CIP users can also work with targeted editorial-page editors to gain editorials in favor of their programs and develop/distribute public service announcements.

Activity 2.2 Identify, Build, and Monitor Support Community

Discussion groups, listservs, and bulletin boards are good avenues for monitoring issues surrounding the initiative, as well as for active participation by fare-free transit message

ambassadors to help get the message out. For example, blogs, online forums, podcasts, and many other forms of communication by thought leaders can sway the level of support for an issue from their community of readers. CIP users can work with these leaders to assist them in delivering positive messaging. In addition, monitoring relevant opinions and issues allows CIP users to be in a position to respond to negative opinions.

To determine the most strategic groups with which to participate, the following resources may be useful:

• L-Soft International – database of all 75,000 public Listserv mailing lists, email newsletters and discussion lists
• Boardreader – for message boards and discussion panels
• Google and LinkedIn groups both help connect CIP users with people and information and communicate effectively over email and on the web. Search, join, or create a group.

Monitoring related fare-free transit issues can keep CIP users updated about relevant issues and audiences and help them discover new avenues for collaboration and distribution of messages and materials, mitigate negative opinions, and determine messaging impacts. There are numerous free and easy ways to gather intelligence:

• Subscribe to and monitor the most relevant RSS feeds
• Do a “journalists” search (link in the topmost band) on a PR submission and retrieval website, such as Cision PR Newswire. With a relevant keyword search, top current press releases about issues of interest to target audiences will appear.
• Use Google Alerts to track information regarding anything, including specific associations or general industry issues, as well as what is being said about CIP users and the initiative
• Monitor social media mentions - while it will be a paid service, utilizing a social media search platform that aggregates social media (generated by users) content into a concise flow of information will be helpful (such as Hootsuite). Monitoring it will allow CIP users to respond immediately when people make relevant comments, as well as to identify issues.

Activity 2.3 Provide a Media Outreach Toolkit

To strengthen and enhance CIP users’ outreach efforts and build support in helping to spread its messages, CIP users will offer a media kit (also known as a press kit). It should contain a variety of educational materials about CIP users, the fare-free transit program, and related transportation issues/statistics that will come in handy when working with the media and when training spokespersons about working with the media. CIP users will find that it can simply use its Outreach Toolkit (see Activity 1.6) for this purpose as well and simply add a button (“Press Room” or “Media”) to its dedicated fare-free transit website that links to the existing toolkit created in activity 1.6. Providing such a media kit helps ensure appropriate and consistent branding and messaging.

Activity 2.4 Create a Targeted Media Publication List

Introduction

As preparations are made to launch a publicity campaign, it is important to identify which media to target. A highly targeted list should be developed by each CIP user that will enable them to reach their primary audiences. CIP users can develop a list of target media contacts—including radio, television, web, and publications—in a variety of ways. Asking target audiences how they gain their information: what they read, listen to, or watch; which social media tools and Google Alerts they use; calling publications to ask for contact names (and deadlines for submitting releases); and researching media websites’ contact pages or staff directories will generally result in a list of potential media contacts.

CIP users should also generate a target list of the print and digital publications that their support partner agencies and associations produce, as well as relevant YouTube channels, Facebook pages, and online thought leaders’ blogs related to the initiative. CIP users should also add the main news outlets (newspapers, TV, radio) in their locales.

When selecting media contacts, consider the focus of their audiences, as well as any delays that may occur in order to cover an event. Gain an understanding of their deadlines and then allow ample time to “pitch” the story and for them to write, publish, or air it. Also, research targeted publications, both print and online. Read back issues to identify what types of stories they cover—profiles, news articles, how-tos, case studies, and so on. Then, tailor the information supplied to match their readers’ expectations.

Because workplace turnover is constant, contacts are continually changing. Users should use existing media lists that focus on the trade professionals and elected officials of the locale. A jurisdiction’s agencies’ Public Information Officers will often have such lists available.

Obtaining specific people’s names is best. However, if these are not available, target by name or title the Editor-in-Chief, Managing Editor, Senior Editor, or an editor/reporter specific to the release (e.g., Transportation or Transit Editor). Keep this information in a dedicated database for easy re-use. Or gain access to a subscription-based service for generating media lists.

Target Media

While publications are obvious targets, along with the transportation press in major markets, other targets include reporters and outlets that have done stories about related topics in the past (especially if there has been a publicized challenge or a particularly successful fare-free transit program); media that cater to specialized groups, such as minorities; and websites and publications of trade associations in relevant fields. Note that the story angle for each of these targeted media sectors may need to be altered somewhat for each readership.

CIP users should develop a spreadsheet that includes both print publications and online versions when they exist (although, be aware that these may have different journalists and editors), the most current contact to reach out to at each publication, as well as all contact info, editorial calendar opportunities, and relevant deadlines. As with any outreach, repetition and consistency are the keys to success. Therefore, the same list should be contacted repeatedly and gradually expanded as more publications are discovered.

CIP users should identify the organizations in Section 2 that are most likely to support a fare-free transit implementation and find the publications that each entity offers. While particular attention should be directed at private-sector and nonprofits that might support fare-free transit, the following is a sample list of print and online publications directed at the target transportation and public decision-maker audiences to which CIP users may want to focus initial outreach efforts and relationship-building regarding the fare-free evaluation results:

Section 5. Build and Implement Action Plans

Thus far, this plan has focused on strategies, tactics, and activities. It does not identify specific roles and responsibilities or needed resources. Those specifics will be incorporated into customized/localized action plans, preferably developed and evaluated at least monthly. The pace and approach to implementation of this plan will depend on the resources available through each support organization’s communications staff and available funding and in-kind support from other organizations.

CIP users will need to identify specific roles and responsibilities, timelines, and needed resources to implement the CIP. These details will be incorporated into action plans that will be developed and evaluated periodically. CIP implementers should plan a steady stream of tactics, such as regular press releases, speaking engagements, conference presentations, etc. A successful plan will be reviewed and modified to meet the evolving needs of the organization, budget, and/or issue.

As the action plans are developed, CIP users will also identify synergies for coordinating efforts with other internal and external communications efforts. For example, every effort should be made to ensure that the most important relevant events are utilized to their fullest potential to maximize outreach results, such as national conferences, or trade shows of related organizations’ stakeholder groups.

CIP users will participate in developing specific action plans and will:

• Identify the goals and objectives for each intended audience
  • Goals - Broad statements of what is to be achieved over the long-term, focused on outcomes or results and qualitative in nature
  • Objectives - Based on what the target audience should do, these are projected achievements to be implemented within a specific timeframe. The answers to the questions “How will we define success?” and “What changes do we want to see as a result of this project?” will guide initial objectives.
• Define actions - specific activities needed for the target audience to accomplish the goals and objectives
• Establish a timeline - including realistic start and end dates
• Cite the responsible party - what individual or department will be responsible for accomplishing it
• State the necessary resources - human and capital
• Set performance targets - measurable outcomes that can be evaluated to determine if the goals and objectives are being met adequately. Data such as web statistics, number of outreach efforts, incoming calls, etc., will provide the most information. When these outcomes of outreach tactics are analyzed, intelligent decisions can be made about how to allocate the outreach budget better.

Performance Targets may include:

• Speeches/meetings/events conducted – How many interviews, speaking engagements, meetings, and events have been secured/conducted for the designated spokesperson?
• Media impressions – Number of stories, audience volume, “eyeballs (Use services like Google Alerts to track the organization and issue in the news.)
• Approximate dollar value of “earned media” (media coverage)
• Presence of key themes and messages in media content.
• Advocates “on-board” – How many of the targeted organizations/individuals are actively promoting the initiative’s causes/events/activities?
• Survey results – Through on-site or online sampling during events/activities, or afterward, obtain information that will assist with shaping future outreach plans
• Ask – Always ask, “How did you hear about the organization/issue?” and track it
• Attendance at relevant meetings and events
• Amount of correspondence to district, field, or administrative offices on the initiative
• Number of proactive communication efforts (such as press releases, pitches, planned media events)
• Documented fare-free evaluation results, and behavioral analysis data, e.g.,
  • Changes in actual (observed) behavior
  • Changes in claimed (not observed) behavior
  • Changes in opinions
  • Recall of the outreach campaign
• Number of hits to the designated website
• Number of calls received by a dedicated 800 or other phone number
• Number of requests for materials
• Number of requests for and/or downloads of outreach materials

• Number of interested community organizations

If it can be counted - it can be measured. If it can be measured, it can be used as a benchmark for evaluating the effectiveness of the outreach. Do incoming calls increase after launching a new video? Do more visitors come to the website after seeing the press release in the newspaper? Know the results and compare.

There is no one right way to craft an Action Plan, but the following example provides one solution, easily created in an Excel spreadsheet. The following Appendices will help CIP users create Action Plans best targeted to each audience.

Appendix D-1: CIP Target Audience Communication Preferences

Appendix D-2: CIP Guidance for Selecting Communications Tactics

The outreach tactics and activities proposed in this document present the primary tactics necessary to work toward achieving the goal of delivering fare-free evaluation results, as well as increasing such implementations. Each CIP user will decide which of the many communications tactics identified will be the best way to reach the audiences necessary to accelerate the acceptance and use of the fare-free transit. The choice of outreach communications tactics and activities will depend upon the following parameters:

• Primary target audience(s) information needs and preferences
• How diverse audiences prefer to get their information and in what format
• Resources available – both financial and non-financial
  • Funds
    • Now available
    • Available next FY
    • Possibly available
  • Non-financial resources - organize a broad range of collaborators to assist with wide information dissemination, which is one of the major challenges.
    • CIP users/DOT staff resources
    • CIP users/DOT consultant resources
    • Partner resources/key influencers
    • Communications organizations (industry press, print and web-based resources)

The chart on the following pages will help CIP users select the best outreach tools based on the three parameters above.