the pr plan
TRANSCRIPT
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The PR Plan
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PR Efforts
Research
Planning and Programming
Implementation
Evaluation
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The Public Relations Plan
Proposal: Response to Request for Proposal (RFP).
Plan: Comprehensive Program (Contract)
Evaluation Report
Case Study
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Our Client: Bike to Work Day
Atlanta
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PR Plan
Situation Analysis
Target Publics (Audiences)
Objectives
Strategies
Tactics
Calendar
Budget
Evaluation
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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
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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.”
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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?
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Objectives
Informational
Behavioral
Attitudinal
SMART: Specific, Measurable, Attainable, Realistic, and Time-Bound.
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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.”
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Strategy
Overall theme
Key messages
Organization or campaign’s unique angle
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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.
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Tactics
Implementation, execution, deliverables
AKA “The fun stuff”
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Tactics: Bike to Work
Flyers, posters
Booths at health & environmental fairs
News releases and media kits
Social media: Twitter, Facebook, YouTube
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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
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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.