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key publics Determining I Am RVA’s key publics is an important step in analyzing the organization. We determined that I Am RVA has six key publics that warrant attention in a public relations campaign. After determining the key publics, we conducted research to determine key characteristics about each group. In this section, we include some important information about each individual key public. Each of these publics fall under the main category of the local Richmond community. cyclists Cyclists make up one of the key publics most important to I Am RVA. Because I Am RVA focuses on bike safety, specifically through the production of metallic helmets, current cyclists are essential to the organization. For this key public, we asked ourselves two questions to help us better understand this group. Why don’t some cyclists wear helmets, and why should all cyclists wear helmets? Why don’t some cyclists wear helmets? Through our research, we found that there are large groups of cyclists who are staunchly anti-helmet. We researched the rationale behind this in order to better help I Am RVA develop <strong>campaigns</strong> to influence this group to practice bike safety. An article by Bruce Barcott entitled “Senseless” explained some of the thought processes behind the anti-helmet movement. According to this article, half of all bike riders were wearing helmets by 1999 (Barcott, 5). Barcott also states that as more riders used helmets, brain injuries also increased. Below are some key anti-helmet arguments laid out by Barcott in “Senseless” that explain the rationale used by helmet opponents (Barcott, 12). By understanding these arguments, we can help I Am RVA better combat them. They make motorists complacent. A study done by psychologist Ian Walker found that motorists drove 3.35 inches closer to him when he wore his helmet. They increase risky riding. If you trust your helmet to protect you, you may engage in riskier behavior. They scare away riders. Helmet laws make the sport seem dangerous. They diminish bikeshare usage. 12
Sarah Knapton, a science reporter for the Telegraph, cited a British neurosurgeon, Henry Marsh, in her article “Cycle helmets are useless, says brain surgeon.” According to the article, Marsh believes that cycling helmets are too flimsy to be beneficial. (Knapton, 1). This article also cites the same study done by Ian Walker that examined how motorists treat cyclists who wear helmets. Now that we understand why some cyclists feel helmets may do more harm than good, we must examine why cyclists should wear helmets. Pro-helmet arguments will help us determine effective ways to target cyclists who don’t currently wear helmets, as well as those who are anti-helmet. why should all cyclists wear helmets? The use of helmets is widely promoted. We sought to find key arguments for the importance of helmet use that would be helpful in I Am RVA’s quest to connect with cyclists to promote bike safety. A study done by the Cochrane Injuries Group looked at how the use of helmets impacted injury in crashes, including those that involved motor vehicles. The study found that helmets provide “a 63 to 88% reduction in the risk of head, brain and severe brain injury for all ages of bicyclists,” (Thompson, Rivara, Thompson, 1). This diagram shows how helmet use affects fatalities related to cycling accidents. Source: Oklahoma State University Cyclists who wear helmets are better protected from injuries that can be fatal. By promoting this idea to current cyclists, I Am RVA can increase awareness for their organization while also promoting bike safety in the Richmond community. 13
Page 1 and 2: I AM RVA RESEARCH | FALL 2015
Page 3 and 4: executive summaries
Page 5 and 6: industry research Many non-profits
Page 7 and 8: safety If respondents answered that
Page 9 and 10: interviews Our research group was t
Page 11 and 12: Interviewees believe the best optio
Page 13 and 14: secondary research
Page 15: size and scope Again, I Am RVA is r
Page 19 and 20: legislators Cycling related legisla
Page 21 and 22: Universities breed 20-minute neighb
Page 23 and 24: There are already numerous resource
Page 25 and 26: I Am RVA is primarily engaged with
Page 27 and 28: twitter I Am RVA has 65 followers o
Page 29 and 30: The Nonprofit Website Project Handb
Page 31 and 32: social, political, and economic con
Page 33 and 34: The Science Museum of Virginia had
Page 35 and 36: motorists opinion of cyclists Time
Page 37 and 38: industry research The Richmond area
Page 39 and 40: “two way street” An Ad Campaign
Page 41 and 42: competition and similar organizatio
Page 43 and 44: helmets-r-us Helmets-R-US would ser
Page 45 and 46: method We chose to distribute a sur
Page 47 and 48: Question 3: Are you a cyclist? Resu
Page 49 and 50: Question 7: For what purposes do yo
Page 51 and 52: Question 11: Have you ever been ser
Page 53 and 54: Question 15: How do you get your ne
Page 55 and 56: Question 19: Have you ever heard of
Page 57 and 58: Question 23: What is your annual ho
Page 59 and 60: interviews 57
Page 61 and 62: Question 2: What are your suggestio
Page 63 and 64: Question 10: In what ways could I A
Page 65 and 66: method Our primary research method
Page 67 and 68:
promises of helmet wearing are stro
Page 69 and 70:
5 Reasons to Ride Bikes on Campus.
Page 71 and 72:
LaMotte, Peter and LEVICK. How Not
Page 73:
Vassar, J. (2014, August 16) Bicycl
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