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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.