Media Relations & Marketing Handbook - American Bus Association

American Bus Association
Media Relations
& Marketing
Handbook
Tools, Tips & Tactics To Earn Positive
Press, Create Compelling Consumer
Campaigns, & Boost Your Business –
Without Spending More Time & Money.

TABLE OF CONTENTS
Media Relations Tips- Critical “do’s and don’ts” to follow in any media
interview. PP. 2-4
Crisis Communications- How to deal with, contain, and navigate worst case
scenarios. P. 5
Sample Op-Eds- Op-ed is short for “opinion-editorial,” and are usually 750-
word guest columns on key issues. PP. 6-7
Sample Letters To The Editor- Short responses to editorials, columns or
news stories to correct the record – never exceeding 250 words. PP. 8-9
Sample Press Releases- Examples of how to generate news coverage for
your business PP. 10-11
Ad Comps- Examples of several customizable ads touting motorcoach attributes
and benefits of group travel. PP. 12-17
Media Contact Lists- Target specific outreach contact information for print,
radio, TV, & web, categorized by issue areas: Trade Media, Safety, Environment,
Transportation Business, Inside the Beltway, and Canada. PP. 18-23
Marketing Messages- When to use “bus” versus when to use “motorcoach”;
Tips on how to distinguish ourselves from other travel modes. PP. 24-25
Motorcoach Photos- 20 photos from four of our leading coach manufacturers.
P. 26
Destination Photos- 13 photos of iconic destinations and attractions and
events. P. 27
Logos- Pro-bus street signs and ABA logos. P. 28
1

MEDIA RELATIONS TIPS
Do’s & Don’ts When Dealing With The Media
• Do Prepare. If you’re prepared, you’re comfortable. If you’re comfortable, you’re in control. The
more you know, the less chance you’ll stumble and say something you shouldn’t. You must be ready for
anything. You can’t assume you know what a reporter will ask. Practice answering “gotchya” questions
the media might try to use to trap you.
• Do Control The Situation. If a reporter calls you with questions, don’t feel compelled to answer
on the spot. Find out his or her deadline, and say you’ll call back. Interview the reporter. What’s the story
about? Who’s been interviewed so far? What have they said? If the reporter won’t be specific, say, “This
is an awfully broad topic, and we could talk all day about it. But you’re on deadline, and I want to respect
that. Could you give me some specific?”
• Do Your Homework. Always respect reporters’ deadlines. Research their past articles. See if any
of your colleagues have any experience dealing with the reporter. If they’re coming with a camera crew
tomorrow, watch the news broadcast tonight to get a feel for their style.
• Do Stay on Message. Envision the ideal headline for the story from your perspective. If a reporter
asks a negative question, turn it around. Your mission is to deliver your message to your key audiences,
not to please the interviewer:
“That’s a good question, but what I think you’re really asking is …”
“That’s an excellent question, but before we get into that …”
Reporters will often try to get you to say things you don’t want to say. Stick to your key points, and repeat
them again and again, no matter what the question. You are using the media as a conduit to get your
message delivered.
• Do Localize & Humanize The Story. Stories about mom-and-pop small businesses humanize
the motorcoach, tour and travel industry as a community, and help to distinguish ours from the “Big
Corporate” industries that characterize most other transportation sectors.
2

MEDIA RELATIONS TIPS
• Do Use ABA’s Customized Media Lists. These lists were carefully created and culled to make
your job easier by pitching to the right folks. From trade media to business, environment to safety, and
Marketplace to Top 100, they are a precision targeting tool for getting your stories to the right reporters.
• Do Use ABA’s Deskside Assistance. ABA’s Communications department has 20 years of
experience in media relations from all sides of the situational dynamic. Reporter, columnist, editor,
strategic messaging counselor, Congressional press secretary – ABA’s had experience in each role. Tap
into ABA as a resource to use to your advantage, including at a moment’s notice if necessary. Because
if an outlaw operator crashes a bus in the vicinity of your operational facility, the media may show up
unexpectedly to get “an operator’s reaction.” And “it wasn’t my bus” is never the right answer, even if it’s
the correct one!
• Do Smile. How you say something is as important as what you say. Studies show that
communication is 8 percent words, 42 percent voice qualities (tone, pitch, cadence), and 50 percent nonverbal
cues – gestures, clothing, posture, grooming, facial expressions.
• Do Be A Media Resource. By providing a service to journalists, you can establish a positive
relationship. Reporters are always looking for something new and compelling. They will remember who
helped them. Media relationships are a process, not an event. Building ties when you don’t need a story
increases your chances of getting coverage when you are.
• Do Have News. Choose important stories to pitch. Send out too much material and they will ignore
all of it. Don’t waste reporters’ time. You’ll quickly lose credibility and goodwill.
• Do Manage Expectations. Hold events early in the day, before reporters get hooked on other news.
Avoid Mondays and Fridays. Mondays are tough for everyone. Avoid Fridays because Saturday is the
lowest media readership and viewership day of the week. Notice how politicians always announce bad
news on Fridays, hoping it will get lost over the weekend.
3

MEDIA RELATIONS TIPS
• Don’t Believe That The Media Are In Control. Yes, they do decide which sound bites are aired,
and which quotes are printed. But you control vital aspects of your relationship with the media because
they need you as a source as much as you need them as a conduit to your key audiences.
• Don’t Lie. The smallest half-truth will inevitably be revealed. Even if you tell a reporter the
truth 9 out of 10 times, your credibility will be severely damaged by one fib or sin of omission. Lose your
credibility with the press and it’s all over.
• Don’t Believe “Off The Record.” Assume everything is on the record. Don’t say anything you
don’t want to see in print, posted on the internet, heard on the radio, or seen on TV.
• Don’t Lose Your Cool. Relax and be friendly. Speak with confidence and authority, projecting an
attitude of enthusiasm even if you don’t feel like it. It’s a conversation, not an interrogation. If the reporter
senses you are uncomfortable, he’ll assume you are hiding something. Even if ambushed, don’t ever act
surprised. Don’t let them intimidate you. If the reporter is hostile, don’t match his tone or attack him.
Thank the reporter for asking any question, no matter hostility. Diffuse hostile questions instead with:
“Thank you for asking. I’m pleased to have the opportunity to address this.”
“I appreciate your asking that.”
Then launch into the messages you want to deliver. Remember, no one ever sees the questions you are
asked, only your answers.
• Don’t Ramble. Answer succinctly and to the point. Say only what you need to say. The more
you say, the greater likelihood you’ll get into trouble. Don’t ramble, guess or speculate. They can’t quote
you on what you don’t say. Even if they hold the microphone in front of you after you’ve answered
the question, don’t feel compelled to amplify on the question you’ve already answered. This is an old
reporter’s trick – they know the silence of the microphone in front of you is unnerving, and they want to
goad you into saying something you shouldn’t.
• Don’t Say “No Comment.” Saying “no comment” sends a message that you are hiding
something. If you don’t know the answer to a question, say so, and offer to get back to the reporter. Then
find the answer later and follow up.
4

CRISIS COMMUNICATIONS
Crisis communications is something everyone hopes to avoid. But chances are good you’ll find yourself at
the epicenter of such a situation at some point during your professional career. You can’t ever predict when it
will occur – and that is what defines it as a crisis.
But you are not helpless to how events that may be beyond your control will ultimately unfold. You can
prepare for a crisis, and be ready when the unpredictable event strikes. The secret to effective crisis communications
is establishing company protocols before a crisis catches you off guard. Doing so in advance will help
to mitigate its possible damaging effects.
So think not of what you plan to do after, for example, H1N1 hysteria leads to mass cancellation of school
charter trips aboard your coaches. Or a bus crash by a rogue operator without federal operating authority occurs
as the unlicensed driver coincidentally careens into an embankment in close proximity to your facility.
Think rather about what you plan to do before such an event occurs. Doing so will increase your comfort level
at the most discomforting of times – such as when the sweat-inducing camera lights blaze on and the reporter
looking for a “gotchya” interview shoves a fuzzy microphone in your face when you open your facility’s front
door.
No one can predict the course of the H1N1 virus spreading, and its potential effect on travel. Or a rogue operator
bus crash that threatens to besmirch the reputation of the industry with the safest record among surface
transportation options. But you can have safeguards in place to be prepared if a crisis situation breaks, and a
media frenzy ensues. Here are tools you can implement – via company policy manuals, practice exercises, and
crisis drills – to be ready.
Establish clear communications channels beforehand. Unforeseen emergencies are, by their inherent nature,
chaotic. But your first role in any crisis scenario is to ensure you get as much reliable information on the
situation as quickly as possible.
Know who will be the voice and face of your company. Decide now that a pre-determined companydesignated
spokesperson will be the only voice representing your company with the media, law enforcement
officials, federal or state agencies, and the public. The company president & CEO is often the best choice, as s/
he ideally brings gravitas, solemnity, poise and a sense of control to the chaos, exuding an air of authority that
instills confidence among the public – and your customers.
Practice your messages beforehand and stick to them. Determine what your key messages will be, script
them, memorize them, and practice them. Most important, keep them simple.
Strive to regain control of the situation. In any crisis communications situation, regaining the offensive
must be integrated into every action you take. You ultimately must reposition your company from a reactive
stance, where events are driving your responses, to one of reclaiming control over the situation, where your actions
are driving the swift resolution and containment of the fallout from what has happened.
Transparency is credibility. You must at all times be open, forthright, and candid. Make sure you are
conveying accurate and reliable information. Doing so will build goodwill and help ease crisis tensions, thus
solidifying your credibility.
Detail the corrective actions you’re taking. Compile a detailed list of everything you’re doing to rectify the
situation, step-by-step, action by action. Don’t blame, speculate or refuse to comment. Any or all of the three
will only make things worse. Remember the media relations maxim, “If you fight it, you ignite it.”
Run everything by your legal counsel. This is where those billable hours are worth every penny and then
some. Ensure your attorney reviews everything you plan to say, do, release, or share with anyone outside the
company for your own legal protection.
Remember, this too shall pass. Although the first stages of a burgeoning crisis may seem like an eternity, it
won’t last. That is, providing you take these steps to contain it.
5

SAMPLE OP-EDs
[Your Company Logo Here]
Motorcoaches Are The 17-Cent Solution
[By Your Name Here]
The current 17-cents-per-gallon partial federal fuel tax exemption for motorcoaches allows bus operators
to fill in mobility gaps across the country. It helps us to provide bus service that links to other intermodal
transportation connections. It pays priceless societal dividends by removing cars from the road, reducing energy
consumption, and slashing carbon dioxide emissions.
Each full motorcoach has the potential of removing 55 autos from the highway. Motorcoaches provide 206.6
passenger miles per gallon (MPG), the highest among all modes of transportation. Commuter rail gets 92.4
passenger MPG, transit buses achieve 31.4 passenger MPG, domestic air carriers achieve 44 passenger MPG,
personal automobiles averaged 27.2 passenger MPG, and hybrid cars 46 passenger MPG.
For more than 14 million rural U.S. residents, motorcoaches are the only available mode of public intercity
transportation service, going where air and rail do not. There are five times as many motorcoach terminals
nationwide as there are airports, and six times as many bus terminals as there are intercity rail terminals.
Persons who are mobility-impaired rely on motorcoaches for accessible transportation. Students and seniors
use motorcoaches for educational trips, sports outings, and travel to cultural and historical destinations. And
business executives use motorcoaches to commute.
No wonder motorcoaches account for 751 million passenger trips annually, moving more people than the
airlines do in some years and moving more people in two weeks than Amtrak does all year. Better yet, given
how motorcoaches infuse tourism dollars into everywhere they go, every state is a bus state. One motorcoach
spending one night at a destination generates as much as $11,660 for that local economy in meals, lodging, and
other spending.
Motorcoach traveler and tourist demand generates more than $55 billion annually in economic transactions.
The demand for goods and services created by motorcoach travel, combined with new motorcoach sales and
industry equipment purchases, generates employment for 792,700 people.
With many seeking answers on how to solve America’s 21st century transportation needs the bus industry is
available today as the cost-effective answer – ready to go anywhere there’s pavement, and still the most costefficient
way to provide mobility to those most in need.
Motorcoaches provide that cost-effective mobility to millions of Americans at virtually no cost to taxpayers,
while other transportation sectors receive billions in annual federal subsidies. Motorcoaches account for a mere
6 cents in federal subsidies per passenger trip, while public transits cost taxpayers 77 cents per passenger trip,
commercial air carriers cost taxpayers $4.32 per passenger trip, and Amtrak costs taxpayers $46.06 in taxpayer
subsidies per passenger trip. The 17-cents-per-gallon fuel tax exemption is an investment that’s a bargain by any
measure.
The partial fuel-tax exemption is an investment in moving America. Motorcoaches are the travel solution
available today. A dime, a nickel and two pennies are an investment with far greater return in total benefits to
society. The motorcoach fuel tax partial-waiver investment is 17 cents of common sense.
6

SAMPLE OP-EDs
[Your Company Logo Here]
Motorcoach Travel Is The Greenest
[By Your Name Here]
When you travel by motorcoach, you’re choosing the greenest option. Don’t take my word for it. Listen to the
scientific and academic authorities.
The Union of Concerned Scientists, recently released a report entitled: “Getting There Greener: The Guide
To Your Lower Carbon Vacation.” Their scientific conclusion: go by bus to go green.
“A couple traveling on a motorcoach will generate nearly 50 percent less global warming pollution than they
would driving a hybrid car,” the study found. [YOUR COMPANY NAME HERE] couldn’t have said it better
ourselves. Couple that scientific study with the updated DePaul University study showing how more bus travel
cuts carbon dioxide, and science and academia have spoken eloquently:
“The growth of new bus operators … over the past year has reduced the carbon dioxide emissions by an
estimated 36,000 tons,” the DePaul study by Dr. Joseph P. Schwieterman found. “These estimates are based on
the proportional shift in travel from less fuel efficient modes to more fuel-efficient modes of transportation.”
[YOUR COMPANY NAME HERE] saying that motorcoaches are green and cost-effective; now, the
academic and scientific communities have begun to carry the message for us — both to policy-makers and the
media — after doing the research themselves.
Motorcoaches lead every other travel mode in terms of fuel efficiency on a per-passenger basis, averaging
more than 200 passenger miles per gallon, according to a 2008 study by MJ Bradley & Associates. The
study, “Updated Comparison of Energy Use & Emissions from Different Transportation Modes,” shows that
motorcoaches offer a whopping 206.6 passenger mpg, the highest of 14 modes studied.
Among the 14 modes studied, personal automobiles averaged 27.2 passenger mpg, SUVs 15 passenger mpg
and hybrid cars 46 passenger mpg. Independent bus operators, who provide more than 751 million passenger
trips annually, continue to be the greenest way to go, with virtually no federal subsidy. The motorcoach industry
continues to attract new riders, each day, the old fashioned way: through providing a superior travel experience
that allows Americans to reduce their carbon footprint, while still maintaining their freedom of mobility to go to
our country’s great destinations, whether for business or leisure.
Coaches typically seat 55 passengers, potentially removing up to 55 single-occupant autos from congested
roads. That cuts gridlock, emissions and wasted energy.
Bus service is cost-effective, accessible, convenient and hassle-free, as well as green. We infuse every
community with tourism dollars through retail spending on lodging, dining, attractions, souvenirs and tax
revenue. We bind the nation together and provide mobility to millions of Americans who otherwise wouldn’t
have it.
It’s this simple: motorcoaches are part of America’s energy solution.
7

SAMPLE LETTER TO THE EDITOR
Letters To The Editor
Newspaper Name
Street Address
City, State, Zip
Email address for letters
To the Editor:
Your story about bus safety [“Story Headline,” Date, Page Number] failed to acknowledge that most of the
tragic bus crashes cited could have been avoided if federal and state law enforcement officials had been more
aggressive in keeping illegal bus operators off the roads. Bus safety begins long before the first passenger
ever boards.
The fatal August 2008 crash in Sherman, Texas, is a clear example of the consequences from governmental
failure to enforce the law. The bus operator in that incident, Angel Tours, had no authority to offer bus service.
Safety officials had revoked the company’s legal operating authority – but failed to take action to enforce
the company’s compliance, such as impounding their buses. Lax law enforcement will continue to trump
every engineering breakthrough our industry offers in safety technology, because any occupant protection
enhancement to buses will always be outmatched by government inattention.
Motorcoach passenger safety is our top priority, as a company and as an industry. We’re proud that
government data shows motorcoach travel is the safest form of surface transportation (www.safersys.org)
and we invite our customers to view our safety practices, and to look at our national rating. But we want to
make the safest even safer, which is why our company, as a member of The American Bus Association, has
been calling for a massive government crackdown against criminal operators for more than a decade. Such
an effort would keep rogues off the road, safeguard the public, and end the tragic but avoidable incidents that
cost lives. How much longer must the industry’s call for more government action go unanswered?
Sincerely,
YOUR NAME
YOUR TITLE
YOUR COMPANY
YOUR CONTACT INFORMATION
8

SAMPLE LETTER TO THE EDITOR
Letters To The Editor
Newspaper Name
Address Line
City, State, Zip
Email for letters
To The Editor:
In the interest of accuracy, your story about transit competition [“Story Headline,” Date, Page Number]
should have included the fact that the rule prohibiting charter work by publicly funded transit buses is 20
years old.
The negotiations resulting in the final rule spanned an entire year preceding it being issued. The local
transit authority, represented by their national lobbying group, agreed to the final rules, along with groups
representing both taxpayer-subsidized and free-market bus groups.
Indeed, the segment of the law that prevents publicly funded transit agencies from running game-day
sports shuttles has been on the books for nearly two decades. It is only now being enforced by the Federal
Transit Administration.
The American Bus Association, of which we are a member, has nearly 800 bus operator members, 75
percent of which are mom-and-pop small businesses that have fewer than 10 buses. However, while we are
an industry of small businesses, we move more than 750 million passengers annually. Some independently
owned and operated bus companies have already been called upon to provide game-day shuttle service.
And we all do it well. We must deliver exceptional customer service or we go out of business.
Sincerely,
YOUR NAME
YOUR TITLE
YOUR COMPANY
YOUR CONTACT INFORMATION
9

SAMPLE PRESS RELEASE
[YOUR COMPANY LOGO HERE]
For Immediate Release
Month, Date, 2009
Contact Name
Phone & email
[Your Name] HAS BEEN SELECTED TO SERVE ON AMERICAN BUS ASSOCIATION [BOARD/
MAC/COMMITTEE/TASK FORCE/BLUE RIBBON PANEL]
CITY, State/Province – Month, Date, 2010 – [Your company/attraction/destination/product or service provider]
today announced [TITLE, NAME] has been unanimously elected to serve on the [Board of Directors/MAC/Environmental
Committee/Top 100 Committee/Communications Committee] of the American
Bus Association (ABA), the leading group travel & tourism industry association with nearly 4,000 members
in North America.
ABA represents approximately 1,000 motorcoach and tour companies in the United States and Canada.
Its members operate charter, tour, regular route, airport express, special operations and contract services.
Another 2,800 member organizations represent the travel and tourism industry and suppliers of bus products
and services who work in partnership with the North American motorcoach industry.
An ABA member since [YEAR], [YOU] were unanimously elected to the ______________ and recently
attended his/her first _______________. The ABA [name of committee] is instrumental in providing
leadership and direction for the members of ABA and for the motorcoach, tour and travel industry on [specific
issues].
ABA’s many membership segments include bus and tour operators, motorcoach manufacturers and
equipment suppliers, tourist attractions and regional destinations.
“The election of [YOU] to [THIS GROUP] is a milestone for our company and our industry,” said
[Your highest-ranking official]. “By having a connection at the top levels of ABA, our company will be
able to leverage his/her expertise to tap into the lucrative motorcoach/tour and travel market.”
The motorcoach industry provides 751 million passenger trips annually in North America. More people
travel by bus in two weeks than ride Amtrak all year. Studies show that in some years there are more
people traveling by motorcoach than by commercial airlines.
“I am honored to have the opportunity to serve on the ABA [entity] and look forward to assisting [my
segment] in expanding their outreach to the motorcoach travel market,” you concluded.
MORE INFO: Your PR person, Your Company, phone/email; Eron Shosteck (ABA) 202-218-7220
10

SAMPLE PRESS RELEASE
[YOUR COMPANY LOGO HERE]
For Immediate Release
Month, Date, 2009
Contact Name
Phone & email
[Your CVB/DMO] Motorcoach Guidelines Now Online To Help Operators Plan
[Your Town/City] – The American Bus Association’s “Operator Trip Planning” online resource for bus and
tour operators seeking information on motorcoach parking, street access, drop-off points and other critical
regulation information about tourism destinations they may be traveling to recently added [Your CVB/
DMO] to entice operators to visit [Your City’s] “motorcoach friendly” attractions.
“ABA is helping operators plan their group tours, and at the same time providing cities and regions such as
[ours] the chance at no cost whatsoever to show operators how much bus tour groups are welcomed in our
neck of the woods,” said [Name, Title]. “The success of the ‘Operator Trip Planning’ page on buses.org
shows ABA uniquely connects bus and tour operators with the tourism destinations to which they travel.
And we’re delighted to be a part of it.”
ABA’s “Operator Trip Planning” page, located at http://www.buses.org/operatortripplanning, and easily
accessed via a right-hand-side button on the buses.org home page, has more than doubled in the number of
destination resources provided in the past few months.
Our CVB emailed a link to our motorcoach guidelines on our homepage, and ABA posted it under the
[U.S. or Canadian] category, then by [state or province], and finally by our [city or region]. In sum, 28
states and provinces (and DC) are included.
“Motorcoaches are always welcome here,” added your CVB/Dept. of Tourism. “This will help drive tourism
to our region,” [Name] added. “And bus tour groups help drive the local economy and create jobs.
One motorcoach spending a single night in [our destination] can infuse the local economy with up to
$11,660 in tourism dollars spent on lodging, dining, retail shopping, attraction tickets and more.”
# # #
11

Why endure chronic congestion when there’s an available cure?
Each motorcoach takes up to 55 cars off of gridlocked roads, unclogging bottlenecks and
improving air quality. And for those riding with us instead of driving their cars, motorcoaches also offer
the added remedy for hurry sickness. We’ll drive. You relax.
Relief is here. Take the motorcoach as often as symptoms indicate.
INSERT YOUR COMPANY LOGO
12

TAKE UP TO 55 CARS OFF CONGESTED STREETS.
INSERT YOUR COMPANY LOGO
13

When Bus Tour Groups Depart, They
Leave A Lot Behind
About $12,000 For The Local Economy.
One motorcoach spending one night at a destination generates as much as
$11,660 for that local economy in meals, lodging, and other spending.
Indeed, motorcoach traveler and tourist demand generates more than $55
billion annually in economic transactions. That makes every state a bus state.
A message brought to you by the
[DESTINATION/ATTRACTION/CVB/DMO].
14

Take it easy. Ride a motorcoach.
If the plush upholstered seats, individual climate control, audio and video
capabilities and the freedom to recline and relax make it feel a little like
you’re traveling in your living room, then we’ve done our job.
INSERT YOUR COMPANY LOGO
15

Save a penguin. Take a motorcoach.
By supporting motorcoach transportation, which gets 206.6 passenger miles per
gallon and is the most fuel-efficient way to travel, you might help save an ice cap or two.
INSERT YOUR COMPANY LOGO
16

TRADE MEDIA LIST
Company Name First Name Last Name E-Mail Telephone
AASCHTO Journal Lucus Wall lwall@aashto.org 202-624-5800
AGTA Sandra Mundy smundy@agtawab.org 314-516-7271
American Bus Exchange Brian Niddery media@busexchange.com 705-835-6006
American Road Magazine Dick Bublitz dickbublitz@sbcglobal.net 818-992-0366
Association Bisnow Curtis Raye curtis@bisnow.com 202-966-1200
Bureau of National Affairs Lorraine Gilbert lgilbert@bna.com 800-372-1033
Bus & Motorcoach News Bruce Sankey busnews@cox.net 623-930-8421
BusRide Magazine Zane Ewton zewton@busride.com 800-541-2670
BusRide Magazine David Hubbard david@busride.com 602-265-7600
Convention South Fran Morley franmorley@mac.com e-mail only
Destinations of NY State Peter Carafano peter@donys.com 845-246-8733
Destinations of NY State Charlie Daley charlie@donys.com 845-246-8733
Group Travel Leader Brian Jewell brianj@grouptravelleader.com 888-253-0455
Group Travel Leader Herb Sparrow hsparrow@grouptravelleader.com 888-253-0455
Group Travel Planet Jill Becker jill@collinsonpublishing.com 770-582-9700
LCT Magazine Jon LeSage jon@lesagecommunications.com 310-533-2563
LCT Magazine Martin Romjue martin@lctmag.com 310-533-2563
Metro Magazine Alex Roman alex.roman@bobit.com 310-533-2589
Metro Magazine Janna Starcic janna.starcic@bobit.com 310-533-2589
Metro Magazine Nicole Schlosser nicole.schlosser@bobit.com 310-533-2589
Motor Coach Canada News Brian Crow brianc@motorcoachcanada.com 416-229-9305
National Bus Trader/Bus Tour Larry Plachno lplachno@busmag.com 815-946-2341
North American Journeys Jake Steinman jake@visitnaj.com 415-339-0578
NTA Tuesday Tonya Cummings tonya.cummings@ntastaff.com 859-226-4255
OMCA Report Brian Crow info@omca.com 416-229-6622
Premier Tourism Marketing Jeffrey Gayduk jeff@ptmgroups.com 630-794-0696
School Transportation News Bill Paul bpaul@stnonline.com 310-792-2226
Serendipity Publishing Matt Poe matt@spmags.com 616-458-8371
Serendipity Publishing Kasie Bomer-Smith kasie@spmags.com 616-458-8371
Toll Roads News Peter Samuel editor@tollroadsnews.com 301-631-1148
Trade Show Executive Hil Anderson handerson@tradeshowexecutive.com 760-929-9666
Travel Talk Media Sandy Dhuyvetter sandy@traveltalkmedia.com 760-753-1114
Travel Weekly Theresa Bednarczyk tbednarczyk@travelweekly.com 201-902-1500
Travel Weekly Mike Fabey mfabey@travelweekly.com 201-902-1500
Travel Weekly Jerry Limone jlimone@travelweekly.com 201-902-1500
Travel Weekly Kimberly Scholz kscholz@travelweekly.com 201-902-1500
Travel Weekly Arnie Weissmann aweissmann@travelweekly.com 201-902-1500
Travelmole.com David Wilkening telephone preferred 310-237-1060
18

SAFETY MEDIA LIST
Company Name First Name Last Name E-Mail Telephone
ABC Television Network Lisa Stark lisa.stark@abc.com 202-222-7358
Arizona Republic Robert Anglen robert.anglen@arizonarepublic.com 602-444-8169
Arizona Republic Mike Clancy mike.clancy@arizonarepublic.com 602-444-8169
Arizona Republic Bob Golfen bob.golfen@arizonarepublic.com 602-444-8169
Associated Press Suzanne Gamboa sgamboa@ap.org 202-828-6442
Associated Press Michael Sniffen msniffen@ap.org 202-828-6442
Associated Press Joan Lowy jlowy@ap.org 202-828-6442
Associated Press- Texas Kelley Shannon kshannon@ap.org 202-828-6442
Birmingham News Post Kent Faulk krfaulk@bellsouth.net 256-551-0169
CBS Radio Network Scott Braddock scott.braddock@cbsradio.com 202-457-4321
CBS Radio Network John Hartge jhx@cbsnews.com 202-457-4321
Chicago Tribune Rick Popely rpopely@tribune.com 312-222-3232
CNN Newsource Kyung Lah kyung.lah@turner.com 202-777-7266
Columbus Dispatch Jonathan Riskind jriskind@dispatch.com 901-529-2384
Congress Daily Elaine Povich epovich@nationaljournal.com 202-296-6110
Congressional Quarterly Colby Itkowitz citkowitz@cq.com 202-419-8497
Detroit News Nolan Finley nfinley@detnews.com 313-222-2294
Detroit News David Shepardson dshepardson@detnews.com 313-222-2294
Dispatch Broadcast Tom Walker tomwalker@dispatchbroadcast.com 212-737-4630
Fox News Channel Pilar Oritz pilar.ortiz@foxnews.com 202-448-0283
Fox TV DC WTTG Annie Yu annie.yu@foxtv.com e-mail only
Houston Chronicle Brett Clanton brett.clanton@chron.com e-mail only
Houston Chronicle David Ellison david.ellison@chron.com e-mail only
Information Radio Kathleen Martens kathleen.martens@cbc.ca 204-788-3098
KPHO CBS Phoenix Jeff Butera jbutera@kpho.com e-mail only
LA Times Ronald Brownstein ronald.brownstein@latimes.com 202-824-8332
NBC TV, Telemundo Daniel Morales dxmorale@telemendo.com 202-885-4200
Newsday Tom Incantalupo tom.incantalupo@newsday.com 631-843-2795
Reuters America John Crawley john.crawley@reuters.com 202-898-8377
Roll Call Kate Ackley kackley@rollcall.com 202-824-6800
Sacramento Bee Tony Bizjak tbizjak@sacbee.com 916-321-1059
Scripps Howard Astrid Munn agmunn@gmail.com e-mail only
The Hill Jim Snyder jsnyder@thehill.com 202-628-8500
The New York Times John Tierney jtier@nytimes.com 212-556-1566
The Wall Street Journal NY Daniel Henninger henninger@wsj.com 212-416-3776
The Wall Street Journal NY Kim Strassel kim.strassel@wsj.com 212-416-3776
USA Today DC Dan Carney dcarney@usatoday.com 703-276-2400
USA Today DC Rick Hampson rhampson@usatoday.com 703-276-2400
Washington Post Sholnn Freeman freeman@washpost.com 202-234-7424
WFAA Dallas Jonathan Betz jbetz@wfaa.com 504-723-3688
WFAA TV Dallas ABC Jason Whitely jwhitely@wfaa.com 504-723-3688
19

ENVIRONMENTAL MEDIA LIST
Company Name First Name Last Name E-Mail Telephone
ABC Television Network Dennis Powell dennis.m.powell@abc.com 202-222-7358
Associated Press Seth Borenstein sborenstein@ap.org 202-828-6442
Associated Press Joseph Hebert jhebert@ap.org 202-828-6442
Associated Press John Heilprin jheilprin@ap.org 202-828-6442
Associated Press Samantha Bomkamp sbomkamp@ap.org 202-828-6442
CNN Newsource Kyung Lah kyung.lah@turner.com 202-777-7266
Columbus Dispatch Kevin Joy kjoy@dispatch.com e-mail only
Detroit News David Shepardson dshepardson@detnews.com 313-222-2294
Greenwire Alex Kaplun akaplun@eenews.net 202-737-4340
Houston Chronicle Brett Clanton brett.clanton@chron.com e-mail only
MarketWatch Michael Maynard mmaynard@marketwatch.com 202-824-0564
MSNBC David Shuster david.shuster@msnbc.com e-mail only
Nashville Tennessean Anne Paine apaine@tennessean.com 615-259-8071
National Geographic Traveler Andrew Nelson andson@ngs.org 212-610-5519
National Public Radio Elizabeth Shogren eshogren@npr.org 202-513-2000
National Public Radio Elaine Heinzman eheinzman@npr.org 202-513-2000
NBC Television Network Tom Costello tom.costello@nbcuni.com 202-885-4200
NBC Today Show Peter Greenberg peter@petergreenberg.com e-mail only
New York Times Felicity Barringer febarr@nytimes.com 212-556-1566
New York Times - Washington Andrew Revkin revkin@nytimes.com 202-862-0300
News Hour with Jim Lehrer Kwame Holman kholman@newshour.org 703-998-2961
Newsday Tom Incantalupo tom.incantalupo@newsday.com 631-843-2795
Plenty Magazine Morgan Wolf morgan@plentymag.com 212-757-3447
Reuters America Chris Baltimore chris.baltimore@reuters.com 202-898-8377
Reuters America Tom Doggett tom.doggett@reuters.com 202-898-8377
Rockford Register Star Thomas Bona tbona@rrstar.com 815-987-1343
Sacramento Bee Tony Bizjak tbizjak@sacbee.com 916-321-1059
Sacramento Bee Chris Bowman cbowman@sacbee.com 916-321-1059
San Antonio Business Journal Sandra Lowe Sanchez slowesanchez@bizjournals.com 210-341-3202
San Francisco Chronicle Jane Kay jkay@sfchronicle.com 415-777-8704
San Francisco Chronicle George Raine graine@sfchronicle.com 415-777-8704
San Jose Mercury News Matt Nauman mnauman@mercurynews.com 408-920-5917
San Jose Mercury News Paul Rogers progers@mercurynews.com 408-920-5917
Springfield Republican Jim Kinney jkinney@repub.com 413-788-1000
USA Today Sharon Silke-Carney scarney@usatoday.com 703-276-2400
USA Today Chris Woodyard cwoodyard@usatoday.com 703-276-2400
USA Today Anne Carey acarey@usa.today.com 703-276-2400
Wall Street Journal (DC) Jeffrey Ball jeffrey.ball@wsj.com 202-862-6631
Wall Street Journal (DC) Mike Spector mike.spector@wsj.com 202-862-6631
Wall Street Journal (NY) Kim Strassel kim.strassel@wsj.com 202-862-6631
Washington Post Juliet Eilperin eilperinj@washpost.com 202-234-7424
Washington Post Mike Ruane ruanem@washpost.com 202-234-7424
Wichita Eagle Bill Wilson bwilson@wichitaeagle.com 316-268-6290
20

TRANSPORTATION BUSINESS MEDIA LIST
Company Name First Name Last Name E-Mail Telephone
Arizona Republic Bob Golfen bob.golfen@arizonarepublic.com 602-444-8169
Associated Press John Heilprin jheilprin@ap.org 202-828-6442
Associated Press Ken Thomas kthomas@ap.org 202-828-6442
Associated Press Teresa Walker twalker@ap.org 202-828-6442
Associated Press Kelley Shannon kshannon@ap.org 202-828-6442
Associated Press Ken Thomas kthomas@ap.org 202-828-6442
Associated Press Suzanne Gamboa sgamboa@ap.org 202-828-6442
Associated Press Brad Foss bfoss@ap.org 202-828-6442
Austin American Statesman Joshunda Sanders joshundasanders@statesman.com email only
Baltimore Sun Michael Dressler mdressler@baltsun.com email only
Birmingham News Kent Faulk kentfaulk@bhamnews.com 256-551-0169
CNN Newsource Kyung Lah kyung.lah@turner.com 202-777-7266
C-SPAN Howard Mortman hmortman@c-span.org 202-626-6527
Dallas Morning News Michael Lindenberger mlindenberger@dallasnews.com 214-977-8746
Detroit News David Shepardson dshepardson@detnews.com 313-222-2294
Greenwire Alex Kaplun akaplun@eenews.net 202-737-4340
Los Angeles Times Ken Weiss ken.weiss@latimes.com 202-824-8332
National Journal Lisa Caruso lcaruso@nationaljournal.com 202-739-8400
National Public Radio Ken Rudin KenRudin@npr.org 202-513-2000
New York Times Matt Wald mattwald@nytimes.com 202-862-0300
Newsday Tom Incantalupo tom.incantalupo@newsday.com 631-843-2795
Politico Danielle Jones djones@politico.com 703-647-8555
Reuters America Chris Baltimore chris.baltimore@reuters.com 202-898-8377
Reuters America John Crawley john.crawley@reuters.com 202-898-8377
Reuters America Tom Doggett tom.doggett@reuters.com 202-898-8377
San Antonio Business Journal Sandra Sanchez slowesanchez@bizjournals.com 210-341-3202
USA Today (DC) Jim Healey jhealey@usatoday.com 703-276-2400
USA Today (DC) Tom Frank tfrank@usatoday.com 703-276-2400
Wall Street Journal (DC) Jeffrey Ball jeffrey.ball@wsj.com 202-862-6631
Wall Street Journal (DC) Gina Chon gina.chon@wsj.com 202-862-6631
Wall Street Journal (DC) Christopher Conkey christopher.conkey@wsj.com 202-862-6631
Wall Street Journal (DC) Robert Matthews robertguy.matthews@wsj.com 202-862-6631
Wall Street Journal (DC) Jeff McCracken jeff.mcCracken@wsj.com 202-862-6631
Wall Street Journal (DC) Brody Mullins brody.mullins@wsj.com 202-862-6631
Wall Street Journal (DC) Mike Spector mike.spector@wsj.com 202-862-6631
Wall Street Journal (DC) Jonathan Welsh jonathan.welsh@wsj.com 202-862-6631
Wall Street Journal (NY) Kim Strassel kim.strassel@wsj.com 202-862-6631
Washington Post Sholn Freeman freeman@washpost.com 202-234-7424
Washington Post Dr. Gridlock drgridlock@washpost.com 202-234-7424
Washington Post Mike Ruane ruanem@washpost.com 202-234-7424
Washington Post Mike Ruane ruanem@washpost.com 202-234-7424
Washington Times John McCaslin jmccaslin@washtimes.com 202-636-4884
WJLA ABC DC Sam Ford sford@wjla.com 703-647-1720
21

INSIDE THE BELTWAY MEDIA LIST
Company Name First Name Last Name E-Mail Telephone
Annapolis Capital Erin Cox ecox@capitalgazette.com 410-268-5000
Associated Press Ken Thomas kthomas@ap.org 202-828-6442
Associated Press Joseph Hebert jhebert@ap.org 202-828-6442
Baltimore Sun Laura McCandlish laura.mccandlish@baltsun.com 410-332-6455
Baltimore Sun Michael Dresser mdressler@baltsun.com 410-332-6455
City Paper Erik Wemple mail@washingtoncitypaper.com 202-332-2100
CQ Craig Crawford ccrawford@cq.com 202-419-8500
C-SPAN Howard Mortman hmortman@c-span.org 202-626-6527
DC Examiner Freeman Klopott fkopott@washingtonexaminer.com 202-903-2000
Frederick News-Post Dan Neuland steeliedan@xecu.net 301-662-1177
Hagerstown Morning-Herald Julie Green jgreen@herald-mail.com 301-733-5131
National Journal Lisa Caruso lcaruso@nationaljournal.com 202-739-8400
National Public Radio Kathleen Schalch kschalch@npr.org 202-513-2000
Reuters John Crawley john.crawley@reuters.com 202-898-8377
Richmond Times Dispatch Paige Mudd news@timesdispatch.com 804-649-6671
Roll Call Ted Goldman tedgoldman@rollcall.com 202-824-6800
The Hill David Silverberg dilverberg@thehill.com 202-628-8500
The Politico Danielle Jones djones@politico.com 703-647-8555
USA Today Sharon Silke-Carney scarney@usatoday.com 703-276-2400
Wall Street Journal Christopher Conkey christopher.conkey@wsj.com 202-862-6631
Washington Post Mike Ruane ruanem@washpost.com 202-234-7424
Washington Post Lena Sun lhsun@washpost.com 202-234-7424
Washington Post Mary Beth Sheridan mbsheridan@washpost.com 202-234-7424
Washington Post Dr. Gridlock drgridlock@washpost.com 202-234-7424
Washington Post Anita Huslin ahuslin@washpost.com 202-234-7424
Washington Times John McCaslin jmccaslin@washtimes.com 202-636-4884
WJLA TV-7 ABC Affiliate Sam Ford sford@wjla.com 703-236-9552
WMAL John Matthews john.matthews@citcomm.com 202-537-0009
WRC NBC Affiliate Kristin Nehls tips@nbcwashington.com 202-885-4000
WTOP Emily Eckland eecklund@wtopnews.com 202-895-5000
WUSA TV-9 CBS Affiliate Bruce Leshan 9news@wusa9.com 202-895-5999
Washingtonian Shari Dalphonse sdalphonse@washingtonian.com 202-296-3600
22

CANADIAN MEDIA LIST
Company Name First Name Last Name E-Mail Telephone
Chatham Daily News Bob Boughner bboughner@chathamdailynews.ca 519-354-2000
Globe and Mail Sarah MacWhirter smacwhirter@globeandmail.com 416-585-5000
Halifax News Lori McKay lmckay@hfxnews.ca 902-421-5829
Lender Post Kevin Blevins kblevins@leaderpost.canwest.com 306-781-5408
London Free Press Althia Raj althia.raj@sunmedia.ca 519-679-1111
New Brunswick Daily Gleaner Catherine Metcalfe cmetcalfe@dailygleaner.com 506-452-6671
Niagara Falls Review Ray Spiteri rspiteri@nfreview.com 905-358-5711
Nova Scotia Business Journal Scott Higgins scott.higgins@transcontinental.ca 902-468-8027
Nova Scotia Chronicle Herald Michael Lightstone mlightstone@herald.ca 902-426-1107
Sudbury Star Mary Nolan mnolan@thespec.com 905-526-4689
The Guardian Jim Day jday@theguardian.pe.ca 902-629-6000
Times and Transcript Yvon Gauvin life@timestranscript.com 506-859-7149
Times and Transcript Emily Ridington sminkin@freepress.mb.ca 506-859-7149
Toronto Sun Doug English torsun.citydesk@sunmedia.ca 416-947-2211
Vancouver Sun Linda Bates lbates@vancouversun.com 604-605-2371
Winnipeg Free Press Shane Minkin life@timestranscript.com 204-697-7308
Winnipeg Sun Lindsey Ward lindsey.ward@sunmedia.ca 204-694-2022
23

MARKETING MESSAGES
Bus Or Motorcoach? Depends On The Customer
Do you refer to your fleet as buses or motorcoaches? It’s not a trick question, or one with only one correct
answer. But it can be a tricky question. And both answers may be correct, depending on the situation
and the audience.
The bus boosters point out that there’s no better way to convince policy-makers at all levels of government
of the need to treat us as a part of the transportation solution than by showing how we provide the
same benefits to society as transit buses. From taking cars off the road, to saving energy, to cutting carbon
dioxide emissions, we benefit the country as much-if not more- than other modes, with little or no subsidies.
So, the thinking goes, we should make people treat us fairly by embracing what we are: the bus
industry.
“Motorcoach” immediately raises the question of, why choose a long word when we have a perfectly
good short one? Bus is three letters; it’s simple, it fits into headlines and got us where we are.
Yet without a distinct identity, motorcoach proponents counter, over-the-road buses are too easily
confused with transit and school buses. We need to use “motorcoach” to successfully appeal to modern,
upscale-minded customers. It’s the ticket to repositioning ourselves in the marketplace of consumer opinion.
Today’s amenity-laden motorcoaches, with DVD players and leather seats, must be given a new identity
to attract new customers and properly reflect the luxurious experience they offer the modern traveler.
The industry has changed. Consumer tastes have changed. We won’t get new travelers in large numbers
unless we show them that today’s motorcoaches are luxurious, offer many creature comforts and
pamper the rider. With no middle seat syndrome.
So who’s right? Bus backers or motorcoach maestros? Both are. How is that possible? Because for
certain audiences, we’re buses. Government officials, legislators, and regulators need to see us an antidote
for gridlock, foreign oil dependency and just as critical to removing cars from clogged roads as buses operated
by transit agencies. Rural Americans who rely on bus service, because they live far from rail hubs
and airports, need to know we’re still the most hassle-free, affordable and cost-effective way to move
groups of travelers from Point A to Point B.
But to the upwardly mobile consumer, whom we all know will become loyal customers once they experience
their first motorcoach trip, we’ve got to change our image-or they won’t ever take that first trip.
So in marketing, advertising, partnerships with attractions and with the media, we’re motorcoaches. With
the media in particular, nothing convinces a reporter more of a shift in consumer trends than the recasting
of an old product or service in a new way.
Ultimately individual operators will decide for themselves. But there’s no law against using bus for
one audience and motorcoach for another. Politicians tailor speeches based on their audience all the time.
And if anyone ever wonders why you’re using different terms at different times, the answer is simple:
You’re just trying to keep everyone happy. Isn’t that part of customer service?
24

MARKETING MESSAGES
Market Yourself As An Independent Bus Operator, Not The Private Bus Industry
So when we refer to ourselves as the “private bus industry” as a natural way to distinguish ourselves
from the publicly funded transits, it may seem perfectly logical to us. From our perspective, it shows a nice
contrast between the taxpayer-supported transit systems and ABA-member small family operations that serve
customers with virtually no federal subsidies. Or does it?
Despite that we all know ours is a small industry compared to, say, trucking or automobiles, key audiences
are unlikely to think of us in such a way when we call ourselves “the private bus industry.”
Indeed, once we hear private and industry, the media, elected officials and consumers may reflexively
lump us in with images of corporate giants that are easily envisioned when the phrase “private industry” is
mentioned. They’ll easily overlook the word “bus,” or, even worse, think the specific “private industry” being
labeled doesn’t matter, given that it’s too easy to surmise those words automatically group us as part of bigbusiness
corporate America.
In that spirit, consider this proposed adjustment in your self-identification terminology: Rather than call
ourselves “private bus operators,” let’s make a subtle but profound change and start referring to ourselves as
“independent bus operators.”
The change may seem small, but its effect could be enormous. By eschewing “private industry,” we lose
the corporate welfare stigma that is inaccurate anyway, and which distorts the true composition of our operator
members. And the term “industry” implies smokestacks in rust-belt America despoiling the planet for their
own greed.
Sounds like the community of which you are a member? Of course not. But it’s what others in Congress
and the media hear when we call ourselves the “private bus industry.”
But if we start talking about ourselves as “independent bus operators” or even the “independent bus community,”
that simple change in labeling immediately softens our image, differentiates us from the big corporate
behemoths, and creates a positive picture in the audience’s eye of the entrepreneurial, community-oriented,
family run independent small businesses that define so many operators.
“Independent bus operators” sounds so moderate, so centrist, so reasonable. It’s our industry’s-er- community’s-
equivalent of politicians calling themselves “progressives.” Everyone loves that term, and it creates
images of forward-looking, visionary, modern leadership.
Forward-looking, visionary, modern…isn’t that what we emphasize when we discuss the motorcoach role
in transportation solutions?
It’s time our own self-identifying terms reflected the safe, green, convenient, affordable, and accessible
travel option we provide to meet America’s mobility needs.
25

MOTORCOACH PHOTO LIBRARY
ABC/ Van Hool
MCI
Prevost
Setra
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Photos into your
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26

DESTINATIONS AND ATTRACTIONS LIBRARY
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27

SIGNS OF THE TIMES
Street Signs
Logo Library
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28