The role of media and public opinion efforts in the transit field : the Detroit region case study.
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2014-03-01
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Alternative Title:A study of factors that inhibit and enable development of sustainable regional transit systems in southeastern Michigan. The role of media and public opinion efforts in the transit field : the Detroit region case study. One of seven final reports resulting from this project.
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Abstract:This study, one of seven comprising the report Factors that Inhibit and Enable Effective Regional Transit in Southeastern
Michigan, explores the role of media and public opinion efforts in developing support for regional transit initiatives. The goal
was to identify key recommendations for building positive public opinion and acceptance of future transit initiatives in Southeast
Michigan. Media efforts by selected transit agencies and advocacy groups in four identified regions (Atlanta, Cleveland, Denver
and St. Louis) were analyzed, together with local print coverage, use of online media, and local transit campaigns. The results are
a set of recommendations for achieving success with future initiatives, including strategies to boost citizen involvement and public
approval for the Metro Detroit region. Twelve factors referring to the following four areas were identified as key for the success of
transit initiatives and transit systems’ improvement:
1. Educating: tools to inform the public and media
2. Branding: how to build a transit image
3. Involving: public involvement approaches
4. Messaging: bridging regional divides
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