VTrans communications director highlights outreach: Drive Well Vermont, rail‑trail promotion and public information consultants

Amy Tatko, director of communications and public outreach for the Vermont Agency of Transportation, told the House Transportation Committee on Jan. 22 that her office coordinates press releases, social media, highway safety campaigns and project‑level public outreach and that the agency emphasizes rapid responses to public inquiries and targeted paid campaigns.

Tatko described a compact communications team (she identified the current team as one person responsible for agency and DMV communications) that handles press releases, incoming press inquiries, social media accounts (about 54,000 Facebook followers), paid highway safety campaigns, rail‑trail promotion and public information for construction projects. She said VTrans aims to connect reporters to subject matter experts rather than speak through a single spokesperson.

On safety messaging, Tatko described the Drive Well Vermont effort, which uses a positive, Vermont‑focused tone rather than scare tactics and covers impaired driving, distracted driving, speed, motorcycle safety and teen driver outreach. She said the agency runs paid ads—on social and broadcast channels—and uses NHTSA‑funded programs when available.

Tatko said social media also supports recruitment; targeted posts have increased both the quantity and quality of applications for hard‑to‑fill positions. She said the communications team responds to every public inquiry and cited an example where the agency reprioritized line‑striping in response to a constituent complaint within about 36 hours.

On rail‑trail work, Tatko said VTrans advertises the Vermont Rail Trail system, including the Lamoille Valley Rail Trail (LVRT), and that the agency places ads across the northeastern U.S. and Canada. She said paid promotion supports trail use and tourism in connection with federal rail‑trail management funding.

Tatko described a network of six public information consultant firms under contract to handle outreach for construction projects that will affect traffic. Those consultants create stakeholder lists, send weekly email updates during construction seasons, and contribute to a weekly road construction report published from April through November. Tatko said the program provides project photos and a single point of contact for neighbors and local media.

Tatko also highlighted internal programs and outreach activities: “Inside AOT,” a lunchtime interview series for employee engagement; the school plow‑naming program and Vermont Plow Day, which promotes agency outreach to schools; and a holiday “Rudolph” plow that participates in local parades. She said the agency produces video work, including an agency overview video.

Committee members asked about the scope of advertising for rail trails and the highway message signs; Tatko clarified which programs she oversees and which are run by other VTrans offices. The committee chair thanked Tatko and acknowledged the breadth of her programs.

Ending

Tatko said VTrans will continue targeted safety campaigns, rapid press and public response, ongoing rail‑trail promotion and contractor‑led project outreach to keep communities informed during construction seasons.