Shaping the Narrative: Shared Micromobility Advocacy through Media

Policy change doesn’t happen in a vacuum. Public visibility often makes the difference between a policy idea and a policy win. Stories told in the press, on social media, and through community outlets build momentum, elevate local successes, and influence decision-makers at every level of government.

Why Media Matters at Every Level

Local coverage can be especially powerful. City councils, municipal staff, transit agencies, and provincial or state officials all pay attention to what’s reported in neighborhood papers, community newsletters, and local radio. A well-placed story can help set the tone for public debate and guide policy decisions.

At the national level, media stories carry weight in both Ottawa and Washington, D.C. Parliamentary and congressional staff track coverage from back home to understand what matters to constituents. Strong local stories about shared micromobility show that people rely on these services, reinforcing the case for national policies and funding that support their growth.

Working with the Media

1. Craft a clear, consistent message. Keep your advocacy goals simple and memorable. A single, strong sentence such as “Shared micromobility reduces traffic, cuts emissions, and makes it easier for people to get where they need to go” can carry across interviews, op-eds, and social posts.
2. Connect the local and the national. When advocating federally, tie the issue directly to community impact: “Expanding eligibility for federal funding would allow us to add more stations in underserved neighborhoods right here in [City].” When working locally, point to clear successes: “The pilot program in [Neighborhood] has already helped hundreds of residents save on commuting costs.”
3. Build relationships early. Reporters are more likely to cover your story if they already know you. Reach out before you need coverage, introduce yourself as a resource, and share background or local rider stories that make their work easier.
4. Put people at the center. Statistics are powerful, but personal stories are memorable. Hearing about a senior reaching healthcare appointments on an e-bike or a shift worker depending on scooters to get home at night, broadens people’s perspectives beyond just their own experiences with shared micromobility.
5. Be prepared for interviews. Repetition is key in getting a point across. Identify three key points you want to make, and return to them regardless of the question. Clear, concise answers in plain language work best for both journalists and their audiences.
6. Use opinion pieces strategically. Letters to the editor and op-eds remain highly effective tools. They work well for highlighting local wins, countering misconceptions, or connecting a local issue to a broader national debate.
7. Think beyond traditional media. Neighborhood newsletters, blogs, and social media channels often shape community conversations. Policymakers in both Canada and the U.S. pay attention to what their constituents are reading and sharing in these spaces.

Bringing It All Together

Media is one of the strongest advocacy tools available to shared micromobility supporters. By keeping messages clear, tying them to local realities, and showing the human side of bikes and scooters, advocates can shape the narrative and ensure shared micromobility is recognized as essential to the future of transportation.