professional development powerpoint presentation 6 2010
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The Examination for Accreditation in Public Relations Readiness Review
READINESS REVIEW QUESTIONNAIRE/PRESENTATION
Beth Hardy OkunJune 26, 2010
Presentation Outline
I. Georgia Dept. of Transportation Office of Communications
II. Community Relations Manager/Professional Experience
III. Communications Campaign to
Support the I-85/I-75 and 14th Street Construction Projects in
Downtown Atlanta
The Georgia Department of Transportation
Provides a safe, seamless and sustainable transportation system that supports Georgia’s economy and is sensitive to its citizens and environment.
Office of Communications
Dir. of Communications
Asst. Dir. of Communications
Community Relations Unit
Leader
Community Relations Rep.
Community Relations Rep.
Publications Unit Leader
Web Services/Customer Services Unit
Leader
Asst. Dir. of Communications
Media Relations Unit Leader Speakers Bureau
Unit Leader
Community Relations Manager
Liaison to businesses and communities
Pro-active education on Wildflower Program, Litter Prevention, Construction, etc.
Three employees in community relations unit, leader directed marketing activities and objectives
Additional ExperienceAccount director at Spaulding
Communications servicing Rheem Manufacturing, High Museum of Art, Cifial USA
Community relations manager at Georgia DOT
Held several positions in New York City-based agencies servicing Target, CVS/pharmacy, Shiseido Cosmetics, Johnson & Johnson
Competencies Gained at Georgia DOT
Researching, Planning, Implementing & Evaluating ProgramsAudience identification and
communicationsEvaluation of programsFinancial managementResearch (Basic)Strategic Thinking
Competencies Gained at Georgia DOT
Ethics and LawEthical behaviorIntegrity
Business LiteracyUnderstands all
levels of managementUses organization’s resources
Competencies Gained at Georgia DOT
Management Skills and IssuesDiversitySensitivity to cultural
concernsTeam building
Media RelationsMedia Relations Understands media (operations, reach,
etc)
Campaign Development Approach
Original campaign did not include all components of 4 Step PR Process
Revised program would involve all components (Defining the Problem, Planning and Programming, Taking Action and Communicating, Evaluation)
New campaign components are in blue
Inaccurately identified components included goals, messages, communications disciplines, specific audiences, tactics
Defining the Problem
Quantitative Research by Office of Transportation Data
Monitor north and southbound traffic along the Connector near impacted area before project for six weeks prior to start date during weekends
Monitor traffic along Williams Street (one way) near impacted area before project for six weeks prior to start date during weekdays
Defining the ProblemSupplemental
ResearchQualitative and
quantitative researchTelephone interviewsOpen and
closed-ended questions
Research QualifiersQuestions
Defining the Problem
Problem Statement The Georgia Department of Transportation is performing construction on I-75/85 Connector and on the 14th Street Bridge in downtown Atlanta.
Defining the Problem
Problem StatementAverage daily traffic count is
about 675,000 (north and southbound traffic)
Motorists who use these roadways will be impacted
It’s important for the traveling public to be aware of the projects and lane closures for safety, to reduce frustration and traffic
Defining the ProblemSituation Analysis
The impacted audiences include motorists, public transit riders and construction crews. The commutes of both motorists and public transit riders will be slowed due to significant lane closures or maybe altered. Construction crews work best if motorists are driving slowly through work zones, using alternate routes or mass transit in an effort to maintain work flow and safety.
Planning and ProgrammingPublics
Atlanta motorists/traveling public(weekend traffic and weekday traffic)
Planning and Programming
Communications Goal
To raise awareness of construction projects and lane closures in downtown Atlanta through communications and marketing efforts.
Planning and ProgrammingObjectives
To reduce the amount of weekend traffic on the Connector by 20 percent by April 4, 2008
To reduce weekday traffic on Williams Street by 40 percent by October 1, 2007
Taking Action and Communicating
Communications StrategiesDevelop easy-to-understand construction
messages that all stakeholder groups will useIncrease top-of-mind awareness among
Atlanta motorists by launching and sustaining a comprehensive media relations program
Educate motorists on alternative routes to help them avoid construction work zones
Educate area employers and business organizations on lane closure schedule and alternative routes
Taking Action and Communicating
Tactics
Develop easy to understand construction messages
Engage the State Transportation
Board
Employer Tool Kit
Utilize Midtown Alliance
resources
Taking Action and Communicating
Tactics
Increase top-of-mind awareness among Atlanta
motorists
Organize press briefing
Targeted press event
Develop releases as
needed
Taking Action and Communicating
Tactics
Educate motorists on alternative
routes
Develop Pocket-size
folding map
Provide details using GDOT resources
Attend city NPU
meetings
Taking Action and Communicating
Tactics
Educate employers/ business
organizations on details
Organize at event at TBS
Communicate with
NaviGAtor subscribers
Utilize Phllips Arena
resources
Supporting Collateral
My Role Developed the plan (wrote,
inner-office buy-in, etc)Internal and external liaisonManager vendor selectionManage the budgetManage ad campaign and media buysCommunications coordinationWriting/editingEvent coordinationEdit/Approve list of partner agencies
EvaluationWas the amount of weekend traffic on the Connector reduced by 20 percent by April 4, 2008?
Was the amount of weekday traffic on Williams Street reduced by 40 percent by October 1, 2007?
Supplemental EvaluationM
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Measure alternative commute behaviors
Determine awareness levels related to the construction work
The Magic Wand
Research at development, during execution, adjustments, evaluation
Face to face research, online research and trend study
Explore social media and mobile devices
Thank You
Thanks for your time and commitment to the process!
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