In Pennsylvania, public transport users in the southeast of the state recognize the Spanish voice that reminds Spanish-speaking travelers where to stand and how to stay safe, among other recommendations and announcements.
This voice belongs to Elvira Méndez, the Press and Multilingual Communications Officer for the Southeastern Pennsylvania Transportation Authority (SEPTA), the voice behind the bilingual announcements in the Broad Street, Market-Frankford, and trolley stations.
This woman, originally from Luarca, a small fishing village in northern Spain, came to the United States in 2007 on a scholarship for international studies at the University of Richmond in Virginia. A year later, she moved to Philadelphia for a job opportunity and decided to make her life in this country, obtaining citizenship in 2019 after following the protocols.
Elvira Méndez joined SEPTA in 2015 and, in nine and a half years of work, has received four promotions. She spoke with El Sol Latino Newspaper about her role and the evolution of the transportation system.
How has your experience working at SEPTA been, and how has your role within the organization evolved?
Since 2015, my journey at SEPTA has been dynamic and fulfilling. Joining the organization as a Public Relations Coordinator for non-native English-speaking communities was my first step. In this position, I created SEPTA’s first multilingual communications.
When I moved to the Government and Community Relations Department, my focus was on the growing Hispanic community. Becoming SEPTA’s first Spanish spokesperson was a milestone and an honor, allowing me to design and manage the Authority’s first Strategic Public Relations and Communications Plan in Spanish.
My promotion to Public Information Manager marked another significant chapter. I was responsible for delivering all press communications in Spanish to the media and communities. As a Spanish spokesperson during special events and emergencies, I felt and continue to feel a deep responsibility to ensure that critical information reaches our community.
In my current position, I remain involved in media relations to ensure that SEPTA’s messages are inclusive and respectful. I work closely with the press to accurately represent the diverse voices of the communities we serve. My responsibilities include specific outreach to Spanish-speaking communities, ensuring they have access to relevant and immediate information about our services and initiatives.
Over these nine and a half years and four promotions, my role at SEPTA has evolved significantly. What started as an initiative to learn about the needs of multilingual communities and create materials has turned into a multifaceted approach to community engagement and inclusive communication.
How do you prepare to navigate the day-to-day without knowing what will happen?
As SEPTA is one of the largest transportation systems in the United States, my position carries significant weight. The breadth of our services, encompassing buses, subways, commuter trains, and trolleys, means that millions of people depend on us daily. Whether facilitating routine information or providing updates during emergencies, our communications directly affect the lives of countless people.
Managing the dynamic and unpredictable nature of my role at SEPTA is both a challenge and a privilege. As the Press and Multilingual Communications Officer, I am acutely aware of the importance of my responsibilities to ensure that our message is clear, inclusive, and accessible to the diverse communities we serve.
Over the years, I have learned to thrive in the face of unpredictability. Every day at SEPTA brings unique challenges and opportunities to make a positive impact. Whether ensuring that critical information reaches our Spanish-speaking passengers during an emergency or engaging with the public to address their concerns, my role is about making a difference in people’s daily lives.
How was your work experience during the pandemic?
The COVID-19 pandemic is undoubtedly the most significant challenge I have faced, both personally and professionally, during my career at SEPTA. The rapid onset of the crisis forced us to adapt quickly to unprecedented circumstances, restructuring how we operate and communicate with the public.
As we continue to navigate the post-pandemic landscape, I am proud of the progress we have made and remain dedicated to ensuring that SEPTA remains a safe, reliable, and inclusive transportation option for all. The lessons learned during this challenging period will undoubtedly shape the future of public transport, and I am honored to be part of that journey.
Navigating the pandemic was overwhelming on a personal level. Like many, I had to manage the anxieties and uncertainties that came with the health crisis. Balancing the demands of my role while ensuring my safety and well-being was a delicate act. However, it was also a time of profound personal growth as I learned to adapt to new ways of working and communicating and found the strength to support others during this tumultuous period. The need for quick, accurate, and clear information was paramount, and ensuring that this information was accessible in multiple languages became even more critical.
What changes have there been at SEPTA to improve service?
Over the years, SEPTA has been committed to evolving and improving its services to meet the needs of our passengers and keep up with technological advancements. The introduction of Apple Pay and other contactless payment options is just one example of how we continually work to enhance the passenger experience.
Looking ahead, SEPTA remains committed to continuous improvement. We are exploring new technologies, sustainable practices, and innovative solutions to further enhance the passenger experience. Our goal is to make public transport not only a practical option but also the preferred option.
What improvements have been made for Spanish-speaking users?
Since joining SEPTA in 2015, I have focused on making the transportation system more inclusive and accessible for our Spanish-speaking community. Recognizing the diversity of our passengers, we have implemented several initiatives specifically designed to better serve Spanish-speaking users. These include translating existing materials, bilingual audio announcements, Spanish signage, and customer satisfaction surveys in Spanish.
As SEPTA’s first Spanish spokesperson, I have worked to establish formal and consistent communications with Hispanic media and have improved our customer service by hiring more bilingual staff.
Working to improve accessibility and communication for Spanish-speaking users has been a fundamental and rewarding part of my role at SEPTA. Over the years, I have seen firsthand how these improvements have made a tangible difference in the experience of our passengers.
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