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Key Publics<br />
Determining I Am RVA’s key publics is an important step in analyzing the organization. We<br />
determined that I Am RVA has six key publics that warrant attention in a public relations campaign.<br />
After determining the key publics, we conducted research to determine key characteristics about<br />
each group. In this section, we include some important information about each individual key public.<br />
Each of these publics fall under the main category of the local Richmond community.<br />
Cyclists<br />
Cyclists make up one of the key publics most important to I Am RVA. Because I Am RVA focuses<br />
on bike safety, specifically through the production of metallic helmets, current cyclists are essential<br />
to the organization. For this key public, we asked ourselves two questions to help us better<br />
understand this group. Why don’t some cyclists wear helmets, and why should all cyclists wear<br />
helmets?<br />
Why don’t some cyclists wear helmets?<br />
Through our research, we found that there are large groups of cyclists who are staunchly antihelmet.<br />
We researched the rationale behind this in order to better help I Am RVA develop<br />
campaigns to influence this group to practice bike safety.<br />
An article by Bruce Barcott entitled “Senseless” explained some of the thought processes behind<br />
the anti-helmet movement. According to this article, half of all bike riders were wearing helmets<br />
by 1999. (Barcott, 5) Barcott also states that as more riders used helmets, brain injuries also<br />
increased. Below are some key anti-helmet arguments laid out by Barcott in “Senseless” that<br />
explain the rationale used by helmet opponents. (Barcott, 12) By understanding these arguments,<br />
we can help I Am RVA better combat them.<br />
They make motorists complacent. A study done by psychologist Ian Walker found that motorists<br />
drove 3.35 inches closer to him when he wore his helmet.<br />
They increase risky riding. If you trust your helmet to protect you, you may engage in riskier<br />
behavior.<br />
They scare away riders. Helmet laws make the sport seem dangerous.<br />
They diminish bike-share usage.<br />
Sarah Knapton, a science reporter for the Telegraph, cited a British neurosurgeon, Henry Marsh, in<br />
her article “Cycle helmets are useless, says brain surgeon.” According to the article, Marsh believes<br />
that cycling helmets are too flimsy to be beneficial. (Knapton, 1). This article also cites the same<br />
study done by Ian Walker that examined how motorists treat cyclists who wear helmets.<br />
Now that we understand why some cyclists feel helmets may do more harm than good, we must<br />
examine why cyclists should wear helmets. Pro-helmet arguments will help us determine effective<br />
ways to target cyclists who don’t currently wear helmets, as well as those who are anti-helmet.<br />
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