Road Safety PR and Media Training
Getting your road safety message into the headlines isn’t always easy. Journalists and online audiences are bombarded with stories every day — so how do you make yours stand out?
Training from experience
I’m Rebecca Morris, founder of Vision Zero Communications and a nationally recognised road safety communications specialist with over 20 years’ experience.
A former journalist and qualified marketer, I have led national communications at RoadPeace and delivered campaigns for PACTS, Project EDWARD, local authorities, police forces and businesses committed to reducing road harm.
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I’ve achieved widespread coverage on issues ranging from young drivers and Vision Zero to speed cameras and life-saving road safety solutions. Known for my energy and passion for reducing road harm, I bring this to every training session.
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Choose from a group masterclass or a tailored one-to-one session, depending on your needs.
Who the training is for
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This training is designed for anyone who needs to communicate road safety stories with clarity, impact and authority. Whether you’re on the front line of road safety delivery, shaping strategy, or supporting campaigns, you’ll benefit from a practical, road safety–specific approach to media and PR.
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Road safety officers and partnership staff
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Charities and non-profits working in road safety, public health or active travel
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Corporate communications teams – even experienced comms professionals benefit from a tailored road safety approach
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Police, fire and local authority staff with a road safety remit
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Senior managers and elected members likely to face media interviews
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Businesses committed to reducing road harm
Interactive Group Training
Road safety storytelling and media relations masterclass
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What you will learn
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Understanding the media
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How journalists work – what they are looking for and what they need
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What makes a story newsworthy and how to spot opportunities
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Storytelling for road safety
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Turning data and reports into human-centred stories that resonate
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Using real-life experiences to add impact and credibility
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Aligning with national campaigns for greater reach
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Maximising your message
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How social media amplifies your PR and increases visibility
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Planning and strategy: when and how to share your story
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Dealing with negative coverage and protecting your reputation
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Practical media skills
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Preparing for radio and TV interviews – hints, tricks and confidence boosters
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How to brief elected members and senior managers for media appearances
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Writing and delivering strong media comments
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Hands-on press release writing exercise with live feedback
One-to-One Coaching
Tailored road safety PR and media training​
Sometimes a group workshop isn’t the right fit. My one-to-one version offers a fully personalised session designed around you and your organisation.
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Ahead of the training, I will spend time understanding your priorities so that the session is focused on the issues that matter most to you. This could include:
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Preparing for an upcoming media interview or campaign launch
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Exploring how to strengthen your organisation’s road safety PR approach
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Developing responses to sensitive or high-profile issues
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Focusing on a particular area of work, such as young drivers, Vision Zero, or a new product or service
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The session covers the same core skills as the masterclass — understanding how the media works, what makes a news story, storytelling techniques, strategy and planning, and dealing with negative coverage — but everything is tailored directly to your organisation and its challenges.
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By the end of the half-day, you’ll have practical outputs you can use immediately, whether that’s a sharpened news release, a clear set of media lines, or greater clarity on how to position your story with journalists.