Using Applied Public Relations to Develop the Londonderry Rail Trail

This project uses applied public relations research and theory to plan, implement and evaluate a campaign in partnership with nonprofit organization Londonderry Trailways to facilitate the development of the Londonderry Rail Trail in the town of Londonderry, New Hampshire. Using formal organizational analysis and research techniques, this project explores the strengths, weaknesses, opportunities and threats facing the organization relative to the Rail Trail project and outlines a comprehensive plan to address these issues. This plan, which was implemented between June 1, 2015, and January 1, 2016, includes a digital media campaign and various promotional events aimed at engaging key stakeholders and expanding local awareness of the Rail Trail project. This campaign has been effective in achieving its objectives, as demonstrated by exceeding social media engagement targets, seeing 20 new contributors (2.6 times the goal), six media placements and raising $3,509 ($1,000 more than the goal). Finally, recommendations are provided for future public relations efforts to continue facilitating the development of the Londonderry Rail Trail, and for organizations addressing similar issues in the construction of local community trails