Working with the Local Media
Most drivers do not feel they need refresher training, never think about it, or are not aware of its
benefits. This section gives advice on how to raise awareness about refresher training.
The regional press, television and radio are very powerful means of communication. They are constantly looking for new stories and interesting angles, especially on local issues. Local media like stories about local people and local activities.
One of the best ways to interest them in a story is to send a press release. However, it is pointless simply trying to sell your services; you need to promote a message.
If you are part of a local driving group that provides free, voluntary training, then emphasise the fact that it is free, fun and provides several benefits.
If you are a commercial training provider, the media may be more wary of being used for your commercial benefit, so try to work as part of a wider group – perhaps a local association.
Consider emphasising refresher training in any paid advertising you conduct.
Choose a ‘hook’ to give your approach more relevance, such as responding to:
- the publication of a survey or some road safety research
- local problems or complaints
- a local or national road safety publicity campaign.
For example:
- A survey about bad driving habits has been published, or a local paper has run a story about speeding on a local road. You could issue a press release with your views on these issues and how refresher training can help to solve the problems.
- The local Road Safety Department is running a publicity campaign. Contact them to see if you can get involved to support it.
- The local Road Safety Partnership has published numbers of drivers caught speeding – contact them to see if you can get involved to highlight how refresher training can help drivers drive better.
- Count how many stories about road accidents the local paper carries over (say) a month and use this as a basis for a press release about the need for better driving standards.
When responding in this way it’s important to issue your press release quickly, rather than a couple of weeks later. If possible, find out in advance when local campaigns or initiatives are scheduled.
Other Approaches
- Use the ‘letters’ page in local newspapers.
- Respond to radio phone-ins; local radio constantly features road safety issues.
- Offer free training or a demonstration drive to a journalist.
- Run a competition with free training as a prize.
- Think about photo opportunities: the oldest person to take a refresher course.
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