More American commuters are choosing to bike to work these days. Though 90 percent of commuters still drive or ride commuter rail to work, the percentage of those choosing to pedal into the office has risen 60 percent in the past ten years. While that may not seem like a big jump over such a span of time, it does signal a widening understanding and acceptance of other options.

CEO of 5WPR Ronn Torossian says this trend, which is increasing, signals a public relations opportunity for the bicycling industry.

First, the report in question offers a demographic breakdown. Men are slightly more likely to choose to cycle than women. While this gap is not tremendous, it can be instructive for a company trying to pare down its target market, or develop its next marketing campaign.

Sports PR
Bicycle Industry

Further, younger single adults are more likely to cycle than their older, married counterparts. This adds a lifestyle component to the potential PR direction, a vital component of any campaign that addresses a change in lifestyle.

Best of all, this trend is being encouraged not just by the free market, but also by public money and infrastructure projects. Cities are investing more in safer bike lanes, and others are debuting bike sharing opportunities that make it even easier to switch to two-wheeled travel.

Torossian says that culture and geography also play a part in this trend, and should not be ignored by any company interested in reaching this market. Portland, for instance, has a high rate of bicycle commuters, more than 6%, which is one of the highest rates of any municipality in the nation.

Finally, Ronn Torossian said any PR campaign should also include a component that makes it easier for the greater community to enthusiastically accept, or at least tolerate, the cultural shift that comes with changing transportation options. Even if more people are trying it, and the government is behind it, it is still paramount to win hearts and minds.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.