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!