printable version

Media Toolkit for AAAs and Title VI Grantees

Why a media toolkit for older driver safety?

Too often the subject of older drivers is portrayed negatively in mass media, typically garnering attention only when there is a traffic incident involving an older driver. For example, older drivers became the subject of much debate following the now infamous "Santa Monica crash" in July 2003 in which ten people were killed when an elderly driver lost control of his vehicle, speeding through a pedestrian area. This tragic accident reinforced the assumption among many that aging and driving make a dangerous combination. Although there may be unsafe older drivers on the road, the majority of seniors are sound and competent drivers, undeserving of broad negative media stereotyping.

As one of the first points of contact on issues of importance for older adults, AAAs and Title VI grantees may be called upon in the event of a local or national incident involving an older driver. As a community organization, your agency has the ability and the opportunity to utilize the variety of media sources to inform, educate, and influence both public opinion and public policy. This toolkit will prepare you to respond in a timely manner and with accurate information should you be contacted by media representatives seeking commentary or insight on the subject of older driver safety.

Responding to media inquiries

• Be Prepared
  • Designate a staff member to serve as the agency spokesperson on older driver safety issues. This should be done prior to an incident involving an older driver or a media inquiry on the subject.
  • Develop a local media contact list and update it regularly. Members of this list may include reporters who cover aging, public health, traffic or community safety, and/or transportation issues. Make it known that your spokesperson is available for comment or can provide information on issues related to older drivers.
  • Maintain a media log to track media inquiries and their handling.
   
• Be Responsive
  • Respond to all media inquiries. Failure to do so could damage your agency's reputation as a news source and authority on the issues.
  • Be prompt. Journalists and other media representatives typically operate on a deadline. In the event of an incident involving an older driver, it is particularly important to respond to media inquiries as quickly as possible, while the issue is still newsworthy and your agency organization has the opportunity to provide input for the story. Ask what the deadline is.
  • Track inquiries and responses in your media log.
   
• Follow-up
  • If you told a journalist you would get back to her or him, do.
  • Evaluate your handling of the inquiry by reviewing media logs, coverage of the issue, and any feedback received from the public or fellow staff.
   

Tips for a successful interview

• Know the purpose of the interview; the publication or program; the audience; and the format of the interview.

• Concentrate on two to four key points you want to convey. The following are several factoids that are useful in framing your message:

  • The number of persons age 65 years and older will more than double to greater than 70 million by the year 2030, when it is estimated that one of every four drivers on the road will be over the age of 65 years.
  • The preservation of mobility as one grows older is a vital component to healthy aging. Access to healthcare, social networks, shopping, religious activities, volunteering, cultural events, and other activities remains important, as does maintaining one's sense of independence.
  • Seniors are generally safe drivers-they have fewer crashes per licensed driver than any other age group, the highest rate of seatbelt use, and the lowest level of alcohol-related incidents. Unfortunately, due to greater physical frailty, they are more likely than drivers in other age groups to be injured or killed in the event of an accident, regardless of who is at fault.
  • Several physical, cognitive, and sensory changes occur during the normal human aging process, some of which may affect the ability to operate a vehicle comfortably and safely. The changes that come with an aging mind and body affect each person to a different degree, and some physical disabilities most often associated with aging can affect drivers of any age. Chronological age of a driver is not an indicator of her or his fitness to drive.
  • Older driver safety is an important public health issue and it is receiving increasing attention from professionals in a variety of fields.
  • Despite the transportation options that may be available to older people, use of the private automobile has steadily increased over the last several decades, a trend that will most likely continue in the future.
  • Providing older people the opportunity to age in place and improve their quality of life with safe mobility options is a societal benefit for those of all ages.
   

• Highlight what your agency is doing or has done to address the issue of older driver safety within your community.

• If you are asked a question to which you do not know the answer, tell the reporter you do not have the information, but that you will get back to her or him with the answer. Do this as soon as possible.

• Be succinct. Answer questions directly and completely. Provide the interviewer with your key points, but do not ramble. Stay with the subject of the interview, and return to it as quickly as you can should you stray or be led away from the key message.

Other Suggestions

• Be proactive! Make contact with a variety of media prior to an incident involving an older driver. Offer to provide them with information on seniors within your community and older driver safety.

• Op-eds and Letters to the Editor in your local newspaper can be very effective means of providing the public with information on the importance of older driver safety and the education and training opportunities that your agency provides in this regard.

• Local talk radio-Make contact with local talk radio personalities who host programs that provide the appropriate forum for the subject of older driver safety. Your agency spokesperson can serve as a guest on the show, taking calls and/or providing a brief interview.

"Older Driver Safety and Media Relations-"
Presentation from the n4a webinar - May 24, 2005