Aiming to improve media coverage, this free workshop provided tools and resources for media professionals, advocates, and civic leaders

On November 21, 2024, BikePGH in tandem with Pedal Love hosted a groundbreaking online and in-person workshop aimed at equipping media professionals, advocates, and communicators with the tools needed to report more effectively on traffic crashes and their impact on vulnerable road users. In the face of Pennsylvania’s troubling rise in traffic fatalities—1,209 in 2023, the second-highest in the last decade—the workshop emphasized the vital role media coverage plays in shaping public perception of road safety, particularly for pedestrians and cyclists.

The workshop was part of BikePGH’s broader efforts to address the increasing rate of traffic-related deaths in Pittsburgh and beyond. In Allegheny County alone, from 2019 to 2023, 267 pedestrians were injured, and 71 lost their lives. Vulnerable road users—especially those walking and biking—continue to face disproportionate harm on the roads. As part of the Vision Zero initiative, which calls for eliminating traffic fatalities and serious injuries, the event offered attendees evidence-backed strategies to improve coverage and raise awareness about the preventable nature of these tragedies.

We were happy to have several civic leaders and advocates attend, as well as some journalists. Thank you to everyone who participated online and in person. Next time we would love to have more journalists attend, but rest assured, you’ll be hearing from us again!

“The Reporting on Traffic Crashes workshop was timely as Pittsburgh City Paper expands our coverage of transit and alternatives to cars. Not only did we learn new tools and turns of phrase, but it underscored some of what we, and other local orgs, can do — and are already doing — to draw attention to these important issues.” – Colin Williams, News Editor, Pittsburgh City Paper.

“The workshop clearly laid out the conscious and subconscious ways in which our language frames the way we react to crash reports. What was especially helpful was highlighting how different sectors affect the way we share and consume these stories, and by comparing the current standard to the preferred norm it was easy to find tangible action items to apply to our office. I would recommend this workshop to anyone who works on keeping their community safe, healthy, and informed.” – Thomas Charyton, CSA, Rep. Abigail Salisbury.

Ultimately, our workshop established the following calls to action:

• For Journalists: Bring this research to your leadership team and ask for a new style guide to be created for your media outlet that adheres to the best practices presented in our Crash Reporting Toolkit.
• For Advocates: connect with your local and regional media to share this research and ask for improved coverage.
• For Civic leaders: find funding to train your staffs, and local/regional law enforcement in the research recommendations.

We’d especially like to thank Melissa Balmer from Pedal Love for your storytelling workshop expertise, and for calling attention to the importance of “bridge-building” through this work. Thank you for highlighting the ways in which personal stories are the “superpower” to motivate people to action. We can compile data all day, but the real change happens when there’s a story. And that’s something that all of us– advocates, media professionals, and civic leaders– can all relate to in one way or another.

“This is a problem we can solve.”

With Pittsburgh’s increasing investment in safer, more bike-friendly infrastructure and traffic calming measures, workshops like these are a crucial part of moving toward a safer, more equitable transportation system for all. BikePGH is committed to continuing this conversation and advocating for change—both through grassroots efforts and informed media coverage that will ultimately save lives.

For more information on this workshop’s resources, upcoming events, and how you can get involved in making Pittsburgh’s streets safer, contact us!

Miss us? You can also check out the video of the full workshop here: