TY - JOUR PY - 1999// TI - Using news media to encourage enforcement JO - Transportation research circular A1 - Baker, Jo SP - 23 EP - 24 VL - IS - 487 N2 - 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.

LA - SN - 0097-8515 UR - http://dx.doi.org/ ID - ref1 ER -