Reframing Crash Reporting in News Media: A How-to Guide for Road Safety Professionals
Presenter: Elyse Keefe, Road Safety Project Coordinator, UNC Injury Prevention Research Center
Description: The ways in which news media frame crashes can have a significant impact on the public’s view of who is responsible, the motivation for making change, and beliefs about potential solutions. Unfortunately, research has found that reporting on crashes typically places responsibility on individual road users (particularly those on foot or biking) and frames crashes as isolated events. In order to build public knowledge and support for a Safe System approach, it is crucial that road safety professionals use effective messaging strategies to reframe crash reporting. The CSCRS media framing guide was recently updated to include step-by-step guidance, tips, and examples for professionals to help reframe the message.