3. The Public Relations Plan
Proposal: Response to Request for Proposal (RFP).
Plan: Comprehensive Program (Contract)
Evaluation Report
Case Study
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?
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.”
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.
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.