The PR Plan

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The PR Plan

  1. 1. The PR Plan
  2. 2. PR Efforts Research Planning and Programming Implementation Evaluation
  3. 3. The Public Relations Plan Proposal: Response to Request for Proposal (RFP). Plan: Comprehensive Program (Contract) Evaluation Report Case Study
  4. 4. Our Client: Bike to Work Day Atlanta
  5. 5. PR Plan Situation Analysis  Tactics Target Publics (Audiences)  Calendar Objectives  Budget Strategies  Evaluation
  6. 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. 7. 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.”
  8. 8. 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?
  9. 9. Objectives Informational Behavioral Attitudinal SMART: Specific, Measurable, Attainable, Realistic, and Time-Bound.
  10. 10. 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.”
  11. 11. Strategy Overall theme Key messages Organization or campaign’s unique angle
  12. 12. 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.
  13. 13. Tactics Implementation, execution , deliverables AKA “The fun stuff”
  14. 14. Tactics: Bike to Work Flyers, posters Booths at health & environmental fairs News releases and media kits Social media: Twitter, Facebook, YouTub e
  15. 15. Calendar and Budget Calendar Budget Campaign begins  Estimation of program costs Campaign ends  Printed materials Events  Events Distribution of info to media  Hourly billing (editorial calendars) Evaluation date
  16. 16. 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.

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