Metro strains to talk but struggles for clarity among many channels

- (Photo: John Hendel)
WMATA promised a revolution in its communications a year ago. The transit agency was in the midst of rebuilding efforts under new General Manager Richard Sarles and one of the major talking points was the creation of a "two-way conversation" with the system's riders. Sarles brought in chief spokesperson Dan Stessel from New Jersey a year ago and social media manager Brian Anderson from Pennsylvania a few months after that. The City Paper ran a cover story around that time on how the agency was positioning itself to kick open dialogue. So where are we now?
Metro communications is far richer than it frequently had been in the past and yes, more open — but the strategy also tends to be messy and not tightly coordinated in any real sense. The Riders' Advisory Council has challenged the effectiveness of this communication in a letter to WMATA, presented to the Metro Board of Directors yesterday, with suggestions that Metro create a periodic CEO Report, WMATA monthly newsletter, and Monthly Chairman's Report, as well as an outlet for riders' questions. But would these experiments really help WMATA communications? The agency's greatest sin appears to be its desire to experiment without necessarily following through. We see that most clearly in the number of different communication channels, in large part inspired by the challenge of how to convey the six-year Metro Forward campaign. Let's review.
BLOGGING
WMATA maintains three blogs on top of its regular series of press releases and media alerts. Yes, three ... and they're updated rather infrequently at best. The reasoning behind the three is fuzzy. First there's the Metro Forward blog on the WMATA website itself, which ceased posting updates in fall of last year. These posts presented a playful tone directed at the regular business of WMATA and the headlines display a marked difference from any press release: "We know single tracking slows your roll," "Metro’s Addressing an Escalating Problem," or a post about how shoes and other items get caught in Metro escalators ("Yes, they’re hungry, but they have highly specific dietary needs and shoes have no nutritional value"). What voice was this now? People following the transit agency saw a change when these posts began appearing last summer. The last blog post here was Aug. 18, 2011 out of about a dozen total.
























