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If it bleeds, it leads

Ever wonder why school bus crashes, even minor ones, tend to receive wide, out-of-proportion coverage in the local news? And the regional and national news, as well, depending on the casualty count?

It's pretty simple, really. Stories about endangered children, especially if accompanied by photos or video footage, pique a community's interest. Local residents might have a friend or relative who attends the involved school. Plus, traffic accidents have high curiosity value, which may explain why so many motorists slow down when they see ambulances and fire trucks attending to a crash on the highway. For these reasons and others, many local newspaper and TV outlets live by the motto, "If it bleeds, it leads."

So, what's my point? We need to accept the fact that school bus transportation tends to generate negative coverage in the media. It's just how it is. News stories about bus crashes are inevitable, as are stories about bus drivers who were arrested for drunk driving or were caught selling drugs to their passengers. With the proliferation of video surveillance on school buses, you're also apt to see students fighting with each other, the driver or parents who board the bus illegally.

Which is why we should be pushing the positive news to the media at every opportunity. I've gotten story leads about bus drivers who've celebrated their 60th anniversary on the job, some without a single preventable accident! Or how about the school district that received a 100% pass rate on their latest state bus inspections? Or the addition of high-tech safety equipment, such as GPS units, in buses. These types of stories are worth their weight in gold in the local newspaper or on the local TV news. If you're not alerting the media to these events, you should be.  

Countering the media's incessantly negative coverage of school transportation is essential because it impacts the industry's public image, which can make it harder to recruit bus drivers, obtain full funding for the program and win community support and appreciation.

It's tough enough to actually run a school bus operation. Having to run a public relations campaign on top of that is asking a lot. But, you know what, it's an important part of any successful program.  

Let me know if you have other ideas on how to improve the industry's image.

Until next time.

Steve

 

Print | posted on Tuesday, June 19, 2007 1:13 PM

Comments

 re: If it bleeds, it leads

left by Charlie Gauthier at 6/19/2007 5:31 PM
Steve,

Interesting and important topic. The one thing you forgot is how successful the School Bus Information Council was in taking potentially negative media reporting about a school bus crash and turning it into a positive story about the outstanding safety of school buses. I can tell you that Mike Martin at NAPT and I, when I was with NASDPTS, went out of our way to work with the media, both national and local, on their coverage of any school bus incident. As you will recall, the results of the SBIC work was very impressive -- more positive results than anyone or any organization has ever gotten with the media.

I would suggest that you interview Mike Martin on this subject -- he has a ton of useful information and incredible insight into how to turn potential negative media coverage into positive media coverage.

 re: If it bleeds, it leads

left by william roberson at 6/19/2007 6:17 PM
The problem with positive information being given to the press is that media here really don't care to deal in positives. Several years ago, during one of the worse fires in California history, drivers from Florida drove school buses across the country to deliver clothing and other aritcles of assistance to affected families. Despite being notified of this and the day the buses would arrive at our yard, not a single television or radio station was on scene to report on this heroic and compassionate effort. I think every company should employ public relations personnel to insure that positive information is not only given to major media, but to small neighborhood newspapers and radio stations as well.

# re: If it bleeds, it leads

left by Michael Martin at 6/19/2007 6:29 PM
Some valid points here but there is a glaring and disappointing omission - no mention of the School Bus Information Council. Founded by NAPT and NASDPTS and now supported and managed entirely by NAPT, SBIC has been promoting the positive things in school transportation since 1999 and it has worked with and helped literally hundreds of school transportation service providers in all types of situations. It is and will continue to be available to anyone in the indsutry (NAPT member or not) anywhere in the nation anytime there is a serious need for someone to speak with the media on behalf of the indsutry. Visit www.schoolbusinfo.org for additional information.

 re: If it bleeds, it leads

left by Jennifer at 6/19/2007 6:43 PM
I agree school bus accidents take precedence over other news stories. And I think one of the primary reasons for that is the infrequency of accidents that involve school buses. Drivers are so highly trained that very seldom is the accident a school bus drivers fault, and when it does happen, it gets national attention, no matter who happens to be at fault.

 re: If it bleeds, it leads

left by Bob Cross at 6/19/2007 8:05 PM
Steve,
You are probably correct with your assessment of the news media. However, I would like to think our attention to events regarding school transportation is as much a matter of concern about the welfare of the precious cargo...our children, as it is a desire by the media to present a negative picture of school transportaion. As a parent, I can recall the anxiety I felt each time my son and daughter rode the school bus. It is not easy to place your babies on a vehicle that holds at least twice as many children, of differing ages, as the classroom they will attend and with so little supervision. It is the job of transportation supervisors to help allay the fears of parents and at the same time make the media aware of training, policies and equipment designed to insure the highest degree of safety for our children.

 re: If it bleeds, it leads

left by Steve Hirano at 6/19/2007 9:29 PM
Many thanks to Charlie Gauthier and Mike Martin for pointing out the oversight on my part. Resources like the School Bus Information Council can provide assistance to school bus operators who are confronted with unwelcome media attention because of a school bus crash or other event. Getting the media to focus on the big picture -- the industry's devotion to safety and its achievements in that regard -- certainly can help to put a single crash or incident into perspective.

The American School Bus Council, formed last year, is also trying to positively influence the public's perception of school buses through a grass-roots information campaign. More information can be obtained at www.americanschoolbuscouncil.org.

# re: If it bleeds, it leads

left by Dr. Ray Turner at 6/19/2007 11:16 PM
Steve Hirano: You are spot on about the biased news media coverage of school bus accidents and our most precious cargo endangered or injured or uninjured. There is at least a positive site to the media coverage: We can learn about the effects of student occupants in various types of crashes covered by the media and be able to better secure our students from rollovers, lateral collisions, rear enders when compartmentalization in and of itself does not protect our students as much as we as concerned parents (and grandparents) would like.

Aside from the sensationalism we must view each collision as the tip of the iceberg of close calls, hostile roadways and motorists to our school buses and the many instances where the school bus driver was not at fault and the other guy was.

When we in the school bus industry make mistakes through our school bus drivers let us admit those mistakes, learn from them and make fewer ones in the future based on an unbiased view of school bus collision events.

 re: If it bleeds, it leads

left by Terry Thomas at 6/20/2007 3:59 AM
SBIC and ASBC are both great efforts by active members of the school bus industry to address this problem. However, the complexity of aligning these industry-wide efforts remains challenging, but achievable. It is through forums, such as the one offered here by Steve, that provides us an opportunity to re-visit the problem with new energy.

Efforts to crystallize the industry’s key messages are the first critical step. There only a few key messages, and constant vigilance in anchoring back to them is the answer. Our numbers, when presented in response to media inquiries, really shuts them up.

There are only four categories of interest here: safety, security, energy independence, and global warming. Deploying school buses is the proven best choice for all four.

The facts, as they should eloquently roll of the tongues of our internal industry stakeholders:
(1) 25 million students transported on 475,000 buses twice each school day. (2) 15 times safer than passenger cars. (3) 44 times safer than riding with teen drivers. (4) 25-40 cars off the road for every school bus on the road.

The next critical step is to broadcast these messages to our industry’s internal stakeholders and provide them with the tools to repeat these key messages when responding to media. Only then will we have begun to address the overwhelming onslaught of negative press.

We will know we have reached our desired outcome when experienced reporters no longer immediately jump to the old negative messaging. Rather, they will use our messages to remind the public that, although there are accidents, injuries, and drivers that sometimes show poor judgment, that “the numbers are the numbers,” and the numbers speak clearly that school buses remain the best option for student transport.

We may not make the headlines with our industry’s key messages, but if we do our job well enough our messages will be carried in the early part of the story as the counterpoint.

 re: If it bleeds, it leads

left by Brian Whitta at 6/20/2007 5:13 AM
Ditto, Steve.

Although I have to say making the positive news available seems to be challenging in and of itself. When the media lives by the "if it bleeds, it leads" creed, it's much more likely that something like a house fire or accident on a major thoroughfare will pre-empt any positive event we release to the media.

Heck, even Paris Hilton and Anna Nicole Smith seem to be more newsworthy these days than many other important world events, or positive stories that showcase the way communities are being improved.

 re: If it bleeds, it leads

left by Michael Lunsford at 6/20/2007 5:17 AM
The one item we all need to be aware of is the news operations are for-profit companies. They sell the news. They promote their "ticklers" to highlight upcoming stories and school bus and kids are near the top of the list. I feel the best defense is honesty with the media and make sure you have set in place policies and procedures that assure compliance with all regulations. Don't give the media an easy story! As far as the negative aspects of stories surrounding our business, it is just in line with most stories carried on the media, most are negative. One suggestion I give my employees is before they do something, think about how they would explain their action in front of a news camera. We are all under the microscope.

 re: If it bleeds, it leads

left by Judi Root at 6/20/2007 7:06 AM
Great subject!!! As a Bus Supervisor in Los Angeles all I can say is people thrive on sensationalism. The freeways are backed up for miles with look-e-loos just to find any vehicle pulled over to the shoulder.
My suggestions.. I try to be the best ambassador for all the benefits the school bus has to offer. Not just safety but training, responsibilities, attitude and just the plain love of the profession!!!! My parents of the students I transport engage me in various conversations. I feel one of my many jobs is to

 re: If it bleeds, it leads

left by Charlie Hood at 6/20/2007 7:09 AM
Steve-

Great topic. As a group we transportation professionals tend to be a humble lot, in part because we are spending so much of our time just getting kids to and fro. When speaking to local directors, I frequently remind them that PR, distasteful as it it may be for some of us, is a necessary part of our jobs. I prefer to call it public information. We have the luxury in transportation of having a factual AND positive story to tell every day. There is a difference between public information and self-serving promotion. The former is important to children's safety, so call it something other than PR. We should all do more of it.

 re: If it bleeds, it leads

left by G. Reg Clarke at 6/20/2007 9:35 AM
Steve,
We just had two good articles about the driver shortage in the Puget Sound Area. The papers provided some really good positive coverage. My District's PIO department made the contact with the papers after talking with me about all we are doing to recruit drivers.

We are really trying to sell the job on the fact you GET to interact/work with kids, oh and by the way you get to drive a bus at the same time. A really COOL job.

Reg

 re: If it bleeds, it leads

left by Rich Hansen at 6/20/2007 9:51 AM
Excellent article, Steve. Take it a step further, though. The blaring healine almost invariably makes it sound as though the school bus (driver) was at fault for whatever. If a motorist blows a red light and crashes into the side of a passing school (with the right of way), the headline will say something like "Motorist Killed by School Bus Crash" or "Motorist Killed When Struck By School Bus". While perhaps factually true, the school bus (driver) gets the short shrift.

# re: If it bleeds, it leads

left by Charlotte at 6/20/2007 9:56 AM
The School Bus Training Team, Inc. is comprised of a group of school bus drivers and aides from several different school districts "Working to save the heart of a bus driver and the life of a child." We are unique in that we are not financially supported by any school district or bus contractor. We are working first to get our bus built and then to create safety programs that we can take out into the community. The vision for our bus is that it will be used not only to teach drivers and students but also parents and emergency responders. We have generated quite a bit of positive press locally and are starting to attract some national attention. Additionally members of our team are going out and talking to various community groups about the importance of school bus safety. We've talked to school boards, the local mayors conference and even a garden club that was interested. Our recent fund raiser did generate some of the funds that we need but more importantly it gave the community a chance to ask questions and learn more about bus safety through games and demonstrations.

 re: If it bleeds, it leads

left by Geoff Bridgman at 6/20/2007 3:33 PM
Sensationalism always draws interest from the public at large. Newspapers are in the business of reporting news, but they also are a for-profit organization and need readership and news stand sales to stay in business. Any reporter will jump on a hot topic as soon as he or she gets wind of it. Of course, a school bus accident is just about as hot as it gets. Last year, shortly before the opening of school, our transportation department was featured on the local news. Drivers were interviewed and the new buses purchased were shown. This was good, positive publicity. I would encourage all transportation managers to be sure the local media is made aware of, and covers, new developments with school transportation. It would be a good idea to work with the local media to establish contacts that can be counted on to give coverage to your operation when new and exciting events are taking place.

Geoff Bridgman, Driver
Pocono Mountain School District
Swiftwater, PA

 re: If it bleeds, it leads

left by John R. Horton at 6/20/2007 3:42 PM
I believe w/o a grass roots effort/commitment we won't be able to change the public's perception. However, in addition to the public relations campaign, all across the country "Your Hub.com" is available and looking for good stories. You don't have to be a writer, these are trained journalists who can help you with any good story re: School Bus and students. They especially like pictures (if you a pretty good amateur photog).

I know, I've sent them material and they jumped on it; they even used one of my pics!

 re: If it bleeds, it leads

left by Ben Shew at 6/21/2007 5:32 AM
Perception is too often considered reality. School transportation as well as education in general news piques the general public's interest. It is essential that we as leaders in this industry do our part in assuring that the correct information is provided not only to the media but also to our brothers and sisters in school transportation. Otherwise, we contribute to the ignorance that spreads when perception rules.

 re: If it bleeds, it leads

left by petra at 8/3/2007 11:04 AM
I also believe that people in general and this includes those who cover news storeys are more heart felt when they hear about accidents involving school buses ,not to say this makes anything right. I believe that maybe its time companies should make the effort to maybe highlite drivers on a month to month baises in thier local and daily news papers,this then would bring attention to the over whelming responsebiilitys of drivers and companys hired to transport children to school,and not in a neg way but a possitive one . The bus involved in the bridge collaps in minnisota this week is an example of how the driver becomes obscure...I mean who do they think stopped that bus and did not allow it to fall over the way the truck had,its fine to say others were heros ,but people seem to forget what the drivers really do...And if it takes drivers to stand up and thier companies to let the world know.

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