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Traditional Media

Traditional Media. Meribeth & Media. 23 years in television journalism 4,000 news reports delivered 2,500 newscasts anchored 600 plus community events emceed 1 RTNDA for a long series (reporter) on Canadian Aid in Africa. FISHING IN THE DARK.

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Traditional Media

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  1. Traditional Media

  2. Meribeth & Media • 23 years in television journalism • 4,000 news reports delivered • 2,500 newscasts anchored • 600 plus community events emceed • 1 RTNDA for a long series (reporter) on Canadian Aid in Africa

  3. FISHING IN THE DARK • The first call or encounter sets the tone • Reporters are fishing for information • Positive relationships with the media are important for BC Transit’s image & reputation

  4. EVENTS & NEWS RELEASES

  5. KAMLOOPS EVENTS

  6. CATCH OF THE DAY: Contributions • Communicate • Participate • Make an impression • Share your story when appropriate • Politely decline and redirect

  7. handyDART Crash July 2012 • handyDART hit by van at busy intersection • Impact spins handyDART 360 degrees & slams into building wall • fore First Canada

  8. SMALL FRY SOLUTIONS Incident reporting is critical but over-stepping our role causes trouble Informed media are far better than those who guess it up • Call BC Transit media relations en route • Media may have already be on scene • Offer empathy • Defer to emergency services personnel (police, fire, ambulance)

  9. Old Proverb • Give a man a fish – you’ll feed him for a day • Teach a man to fish – you’ll feed him for a lifetime

  10. “KIDNAP” CHRONOLOGY • December 4, 2012 Youtube video sent to the media • December 5, 2012 BC Transit sees video for first time • December 6, 2012 Local stories emerge, driver is suspended • December 7, 2012 National coverage begins • December 8, 2012 BC Transit sends investigators • December 9, 2012 Editorial urging readers not to jump to conclusions • December 12, 2012 BC Transit seeks witnesses to help with investigation • December 21, 2012 Passengers may be charged • December 27, 2012 BC Transit clears drivers of wrong-doing in passenger confinement case

  11. BC TRANSIT TV BENEFITS • Self promotion • Rider Awareness • Tell the story better • Let others know what you’re doing • More than 4000 views and 15 stories • Nanaimo, Nelson, Prince George, Kamloops and Victoria

  12. TIMING IS EVERYTHING • Every second counts when dealing with reporters • Facts cement a story • Be quick, be direct and be gone • Agree to be the conduit between the reporter and BC Transit • Refuse comment but offer cooperation

  13. Social Media

  14. Social Media - Why Care? That woman is checking out my profile… • Two-thirds of the global internet population use social networks • Visiting social sites is more popular than sending an e-mail Sure, if you “like” me! I opened a doggy daycare… wanna tweet that?

  15. Traditional versus Social Media

  16. Another Reason to Care… • The Urban Transportation Monitor (UTM) surveyed 39 North American transportation organizations about their use of social media: • Facebook (54%) • Twitter (51%); • YouTube (37%) *90% response rate

  17. #1 Reason - Public Information

  18. #2 Reason: Stakeholder Engagement

  19. Most viewed 1,186 views! BC Transit’s Stakeholders on Facebook

  20. Stakeholder Engagement: Transit Future Events

  21. #3 Employee Recruitment and RecognitionRecruiting new employees and Recognizing staff.

  22. Almost 1,000 views! YouTube Recruitment Video

  23. #4 Reason - Timely Updates

  24. BC Transit service update examples

  25. #5 Reason – Building Awareness

  26. PWT Twitter Case Study

  27. PWT Twitter Case Study Overview • Social Media corporately adopted by PWT to support their business • Social Media resources available internally • PWT request pilot project to deploy Twitter in Whistler • Collaborative approach – PWT, RMOW and BC Transit

  28. PWT Twitter Case Study Objectives • Provide service updates and advisories • Obtain rider feedback on current service conditions • Improve customer satisfaction • Communicate with current and reach out to future riders • Strengthen community support

  29. PWT Twitter Case Study How BC Transit helped • • Account management – created a secure regional account • Content – reviewed by BC Transit with input from the RMOW • Guidance (use and conduct) • using social media guidelines • rules of conduct (employees, contributors, users) • legal and privacy policies

  30. BC Transit Whistler @WhistlerTransit Twitter Page

  31. Sample Content: #TransitAlert #Whistler

  32. Sample Content: #SafetyTip #Whistler

  33. Sample Content: Customer Interactions

  34. Growth Strategy of @whistlertransit • Tactical plan and content posting schedule • Tuesdays: How to take transit to a local business • Weekend: How to take transit to local events • Ad Hoc: Contests

  35. It’s a Wrap!

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