Public relations students developed a strategic communication plan to help Eugene’s bus system connect with more riders.
by McKenzie Leary, Class of ’26
Last winter, 26 students from the UO School of Journalism and Communication (SOJC) helped map the route to a more sustainable and connected Eugene.
SOJC students created a comprehensive strategic communication plan for Lane Transit District (LTD). The 32-page report, developed for the Sustainable City Year Program (SCYP), focuses on reducing barriers and combating negative stigma toward public transit use among students in the Eugene-Springfield area.
Students created the Long Term Mobility Strategic Communications Plan for JCOM 471: Public Relations Planning Process, a required class for all public relations majors in the SOJC. Taught by Professor of Practice and PR Area Director Attila Schillinger, the course took students through the full process of campaign planning.
“This was the first time in their program that students could experience the full PR planning process with a real client, from an in-person briefing to setting goals, applying research and developing strategic and creative solutions,” Schillinger said. “They had the chance to pitch their ideas directly to senior professionals, which is invaluable preparation for entering the industry.”
Students were split into five teams, who met with LTD representatives Brendon Melton and Eric Breitenstein to discuss the organization’s long-term goals for promoting public transportation in Lane County. From there, students conducted industry research and interviewed members from their target audience to identify specific barriers to public transit use.
Countering negative perceptions about riding the bus
Emma McFarland, a fourth-year PR and advertising student, was part of Lane Changers, the student team that surveyed first-year UO students.
McFarland’s team found that many students perceived public transit as unsafe or unclean. To counter these negative perceptions, her group strategized ways to educate UO Orientation staff on informing incoming students about the bus system. They also recommended that LTD organize tabling events on campus and gamify LTD rides through scavenger hunts.
McFarland said the class was given the freedom to get as creative and innovative as they could. “(Schillinger) let us go free and share our ideas,” she said. “He always asked why, why, why to help us get to the root of what we were doing.”
Other teams focused on distinct populations, including older adults, sorority members, Lane Community College students and Bushnell University students. After conducting focus groups and audience-specific research, every group made mock-ups and submitted a written strategic plan.
McFarland then combined the reports into one comprehensive document for LTD. The final report summarizes the class’s overall observations of the immediate barriers to bus ridership and provides specific strategies and tactics LTD can implement in its long-term community plan, Connect 2045.
Reflecting on the class’s work over the term, Schillinger said he was impressed.
“The class tackled complex issues around the perception of public transportation,” he said. “Many students had never used public transit before. Taking an LTD ride became a powerful learning experience that reshaped their assumptions and deepened their appreciation for the role of LTD in our community.”
Melton, who is a senior planner at LTD, said he expects the students’ ideas will be implemented.
“The ideas that were presented, especially around student engagement, used creative approaches including gamification and business partnerships,” Melton said. “As we begin the LTD Connect 2045 planning process, we look forward to incorporating these ideas into our outreach efforts.”
McKenzie Leary is a fourth-year public relations major in the UO School of Journalism and Communication, minoring in global studies. She is passionate about creating multimedia narratives, traveling and advocacy. McKenzie loves having the opportunity to share people’s stories and is also working on her novel.