PUBLIC RELATIONS, ADVERTISING, AND THE GENERALIZED ICEBERG THEORUM (SIC) (MOTORCYCLE HELMET USE)

Public relations (PR) is defined as a mind-changing technique used essentially to convince people to think differently about certain subjects. PR is directed at producing copy and materials to reach identified target audiences, and creating projects and plans to achieve a desired effect. It is pointed out that a PR firm's rational argument, in order to be effective, must make sense in terms of the individual's values and commitments. As an example, the approach used by the author's PR firm in a motorcycle helmet use campaign for the Motorcycle Safety Foundation is described. Press releases telling riders to wear helmets and presenting supportive reasons would not work. The approach has been to penetrate the consciousness of the public first by writing about the economic appeal of motorcycles (lower initial and maintenance costs and better fuel economy than cars). The next step has been to point out that many motorcyclists are novice riders, that half of all motorcycle accidents involve riders with less than six months' experience, and that the way to prevent accidents is to choose the right cycle, consider a rider course, and, of course, wear protective clothing. Many stories, pictures, and films have been released making a positive and useful connection between the message about helmets and other information desired by the viewers. Production of publicity materials attuned to current public attitudes is compared with the same firm's efforts to promote road and bridge improvement. A critical difference was found in the connotation of "highway" (negative) vs. "road" (positive).

• Supplemental Notes:
  • Conference held in Washington, D.C., 18-23 May 1980. Also published in HS-029 680, International Motorcycle Safety Conference Proceedings. Volume 2, p 771-80.
• Corporate Authors:

  Motorcycle Safety Foundation

  780 Elkridge Landing Road
  Linthicum, MD  United States  21090
• Authors:
  • Truitt, R H
• Publication Date: 1980

Media Info

• Pagination: 10 p.

Subject/Index Terms

• TRT Terms: Advertising; Helmets; Mass media; Motorcyclists; Prevention; Public relations; Publicity; Safety; Utilization
• Subject Areas: Research; Safety and Human Factors; Security and Emergencies;

Filing Info

• Accession Number: 00390499
• Record Type: Publication
• Source Agency: National Highway Traffic Safety Administration
• Report/Paper Numbers: HS-029 694
• Files: HSL, USDOT
• Created Date: Nov 30 1984 12:00AM