Effective communication with the public is a critical component of any transportation agency’s work—and local media can be a key ally in that effort. However, navigating relationships with media outlets isn’t always straightforward. This webinar will provide practical strategies for building strong, collaborative relationships with journalists and news organizations. Whether your past experiences have been positive or challenging, this session will equip you with tools to improve outreach and get your agency’s message across more clearly and effectively. By developing a better understanding of how the media operate and what they need, agencies can enhance public trust, increase transparency, and ensure their initiatives are accurately represented.
Target Audience
This training is ideal for public information officers, communication specialists, transportation agency staff, local government officials, project managers, and anyone involved in public engagement or community relations.
Learning Objectives
By the end of this webinar, participants will be able to:
▪️Understand the role of local media in shaping public perception of agency work
▪️Learn best practices for initiating and maintaining positive media relationships
▪️Identify common pitfalls and how to avoid them when interacting with journalists
▪️Explore strategies for responding effectively to both positive and negative media coverage
▪️Apply practical tips for crafting compelling messages that resonate with the public and media alike
Instructor Bio:
Kevin Elliott is a Senior Marketing Specialist at Applied Research Associates. He writes strategic communication plans and manages creative outreach projects for clients including the Federal Highway Administration, the Florida Department of Transportation, the U.S. Air Force, and the National Institute for Standards and Technology, among others. He lives in Panama City, Florida, with his wife, daughter, and 12 chickens.
RECORDING
To earn Professional Development Hours (PDHs) or a Certificate of Completion for each recorded webinar, you must view the entire webinar. After viewing, please fill out the web form at the link below to request your certificate. The Florida LTAP Center will follow-up within 2-3 weeks.
This webinar will award 1.5 PDHs.