Citation

Baker J. Transp. Res. Circular 1999; (487): 23-24.

Copyright

(Copyright © 1999, U.S. National Academy of Sciences Transportation Research Board)

DOI

unavailable

PMID

unavailable

Abstract

Traffic safety advocates increasingly understand the importance of a strong earned media component in their S.T.E.P. programs. Earned media can also provide the key to another important need: providing enforcement encouragement to small and mid-size departments and their individual officers. When properly applied specific media techniques can: increase enthusiasm for enforcement; increase positive enforcement of the specific law or issue area; increase the qualtity of enforcement; increase positive news coverage about the department in general; release news about traffic safety enforcement from a source outside the police agency; include authentic community voices as spokesperson and prepare them to make supportive remarks about the appropriateness of enforcement on this issue; release data, drawings, photos, videos, quotes by out of town experts, or other materials which will support the appropriateness of enforcement activities; and hold news events which portray police officers and enforcement activities on this issue in a positive light.