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 to Work Day
 Atlanta

5. PR Plan
 Situation Analysis  Tactics
 Target Publics (Audiences)  Calendar
 Objectives
 Budget
 Strategies
 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: 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. 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. Objectives
 Informational
 Behavioral
 Attitudinal
 SMART: Specific, Measurable, Attainable, Realistic, and
Time-Bound.

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. Strategy
 Overall theme
 Key messages
 Organization or
campaign’s unique angle

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. Tactics
 Implementation, execution
, deliverables
 AKA “The fun stuff”

14. Tactics: Bike to Work
 Flyers, posters
 Booths at health &
environmental fairs
 News releases and media
kits
 Social media:
Twitter, Facebook, YouTub
e

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. 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.