What are media strategies?
Media strategies inform customers about projects and programs through newspapers, radio, television and videos, billboards, posters and variable message signs, mass mailings of brochures or newsletters, and distribution of fliers. Working with the media, an agency takes an active role in disseminating information. For example, the San Francisco area s annual “Beat the Backup” program during California Rideshare Week promotes ridesharing in partnership with a full range of the media. Media strategies take a variety of forms. The simplest examples are fliers about projects within a corridor (a targeted market area) or variable message signs on highways that inform motorists (a targeted market) of delays ahead or of alternate routes. (See Public Information Materials.) Promotional brochures are used in direct mail campaigns or — as in Portland, Maine — through a full-size newspaper supplement explaining the regional transportation plan. Briefing reporters and editorial boards of both ne
