The PR Plan

PR Efforts

Research

Planning and Programming

Implementation

Evaluation

The Public Relations Plan

Proposal: Response to Request for Proposal (RFP).

Plan: Comprehensive Program (Contract)

Evaluation Report

Case Study

Our Client: Bike to Work Day

Atlanta

PR Plan

Situation Analysis

Target Publics (Audiences)

Objectives

Strategies

Tactics

Calendar

Budget

Evaluation

Situation Analysis

Concise description of everything that is known about the situation

Problem statement

Communication audit: history, mission, past communication efforts and structure of the organization

Situation: Bike To Work

“Although 40% of adults in the Atlanta area own bicycles, only 3% say they bike to work at least once a week. In the last decade, the average morning commute has increased by 20 minutes and carpool programs have reported a 17% decline in participation.”

Target Publics: Bike to Work

Primary: Bicycle owners, ages 18-34, in the Atlanta metro area.

Secondary: Atlanta area employers.

Non-bikers? Bike shops? Media?

Objectives

Informational

Behavioral

Attitudinal

SMART: Specific, Measurable, Attainable, Realistic, and Time-Bound.

Objectives: Bike to Work

Objective 1: “To increase participation in Bike to Work Day by 10% (YOY).”

Objective 2: “To increase the percentage of Atlanta working adults who are aware of bike-related resources from 15 to 20% by December 2011.”

Strategy

Overall theme

Key messages

Organization or campaign’s unique angle

Strategy: Bike to Work

Biking is an economical alternative to driving.

Biking helps the environment by reducing pollution.

Biking can build a stronger community and boost employee health as well as morale.

Tactics

Implementation, execution, deliverables

AKA “The fun stuff”

Tactics: Bike to Work

Flyers, posters

Booths at health & environmental fairs

News releases and media kits

Social media: Twitter, Facebook, YouTube

Calendar and Budget

Calendar

Campaign begins

Campaign ends

Events

Distribution of info to media (editorial calendars)

Evaluation date

Budget

Estimation of program costs

Printed materials

Events

Hourly billing

Evaluation: Bike to Work

Objective 1: “To increase participation in Bike to Work Day by 10% (YOY).”

Evaluate: Count riders on bike to work day by setting up pit stops along the major routes.

Objective 2: “To increase the percentage of Atlanta working adults who are aware of bike-related resources from 15 to 20% by December 2011.”

Evaluate: Survey participants and local businesses, OR pre- and post-event questionnaires for new participants.