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PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
PR plan
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PR plan

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  • 1. The PR Plan
  • 2. PR Efforts  Research  Planning and Programming  Implementation  Evaluation
  • 3. The Public Relations Plan  Proposal: Response to Request for Proposal (RFP).  Plan: Comprehensive Program (Contract)  Evaluation Report  Case Study
  • 4. Our Client: Bike toWork Day  Atlanta
  • 5. PR Plan  Situation Analysis  Target Publics (Audiences)  Objectives  Strategies  Tactics  Calendar  Budget  Evaluation
  • 6. 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
  • 7. Situation: BikeToWork  “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.”
  • 8. Target Publics: Bike toWork  Primary: Bicycle owners, ages 18-34, in the Atlanta metro area.  Secondary:Atlanta area employers.  Non-bikers? Bike shops? Media?
  • 9. Objectives  Informational  Behavioral  Attitudinal  SMART: Specific, Measurable, Attainable, Realistic, and Time-Bound.
  • 10. Objectives: Bike toWork  Objective 1: “To increase participation in Bike toWork 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.”
  • 11. Strategy  Overall theme  Key messages  Organization or campaign’s unique angle
  • 12. Strategy: Bike toWork  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.
  • 13. Tactics  Implementation, execution, deliverables  AKA “The fun stuff”
  • 14. Tactics: Bike toWork  Flyers, posters  Booths at health & environmental fairs  News releases and media kits  Social media: Twitter, Facebook,YouTub e
  • 15. 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
  • 16. Evaluation: Bike toWork  Objective 1: “To increase participation in Bike toWork 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.

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