IBTTA Annual Meeting & Exhibition 2026
KIMLEY-HORN SPEAKERS, PRESENTERS, AND FACILITATORS
Telling a Better Story: A Hands-on workshop because everyone plays a role
November 13th, 2026 | 1:15 pm – 3:00 pm
Tolls have an image problem. This hands-on workshop will provide examples and solutions for four practical ways to flip the script, highlighting why shaping public perception is everyone’s job, not just the communications team.
By the end of the workshop, attendees will be able to:
- Understand and explain the PESO Model, four channels, Paid, Earned, Shared and Owned Media and recognize which they already touch in their own roles.
- Generate concrete tactics in each quadrant for a toll-agency context.
- Reframe a “toll = burden” narrative into a value narrative (safety, congestion relief, modernization, where the money goes).
- Assemble an integrated, multi-channel strategy rather than relying on a single tactic.