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Introduction
In the modern marketing system, PR is an indispensable tool for psychological impact on society. It occupies a prominent place in the positioning and transaction of goods and services and the formation of trust and opinion. Attempts to form public consciousness into the necessary model do not sweep away old notions of tastes, views, and habits; however, they change their direction. Unlike advertising, PR helps to build confidence in the source of information, which significantly increases the effectiveness of communication tools. The campaign conducted by Alcohol and Drug Foundation is a vivid example of how the theories and practices of PR can help alter people’s behavior even when circumstances force them to act otherwise. This study will analyze the case to highlight ways PR concepts can be applied appropriately. Correspondingly, based on the analysis, it will be possible to highlight the company’s weaknesses and offer recommendations to improve the reach of the audience. There are numerous theories of public relations, each of which involves various practices. However, only their proper application in each case enables one to achieve the desired outcome.
The Aim of the Campaign
COVID-19 is a topic that is still on the agenda in numerous countries. It was covered multiple times in various media, TV shows, and millions of studies on the Internet. From this, it can be stated that it is almost impossible to launch a national campaign related to the pandemic and make it interesting for a potential audience. However, this is precisely what the Alcohol and Drug Foundation managed to do due to the innovative use of PR techniques and concepts. The campaign aimed to influence numerous Australians (especially parents of young children) to be mindful of drinking at home and raise awareness of the risks of increased alcohol consumption associated with the COVID-19 lockdown without shame or negative impact on the audience. More broadly, the campaign sought to position ADF as a thought leader in evidence-based drug and alcohol harm minimization. Leadership and PR strategies were carefully selected based on qualitative and quantitative research to promote the idea. A competent base made it possible to achieve the final goal and ensure mass awareness of the population about the existing problem. The selected PR tactics allowed not merely to achieve results but correspondingly to surpass them.
Viral PR and Leadership Strategy
The case of the Alcohol and Drug Foundation can be considered an example of the proper application of most PR strategies. First of all, the excellent purpose of the company should be noted, aimed at promoting healthy ideas to the masses. To achieve this goal, several successful techniques were applied, among which the concept of viral PR should be mentioned in the first place. Viral PR is the process of creating communication with the public by launching a high-profile news story that continues to spread autonomously (Ferguson and Wallace, 2018). Viral video has incomparable advantages over traditional forms of advertising and marketing. The first benefit is that it does not require a large budget. The second advantage is that it is a tool that works instantly, thereby saving the critical resource of time.
The videos are distributed by Internet users who support the concept. Correspondingly, viral content is more believable, unlike traditional advertising or presentation videos. Everyone knows that the purpose of promotion is to sell, to present this or that product in the most pleasing way, which means to deceive (Ferguson and Wallace, 2018). It is not the case with viral video technology; it creates a pseudo-reality, which is conveniently directed to influence the public consciousness. Furthermore, the company did extensive research before considering the strategies, which is an intelligent decision. The whole campaign was built logically, and surveys, research strategies, and social media channels led to more prominent results than expected. A well-chosen tone, a focus on the reliability of sources, and a detailed analysis of the situation and the need for change were decisive factors on the road to success. It proves that proper PR tools can change people’s minds and handle their thoughts in a different direction.
One more strategy is a company’s use of a method of influencer attraction. In this case, an opinion leader should be comprehended as a person or a platform around which a community of loyal subscribers has formed, for whom the influencer is an authority. The Alcohol and Drug Foundation used influencers and the media, which contributed to a broader reach. At the same time, it should be noted that the work with micro-influencers is the most profitable PR strategy. After all, the larger the audience, the lower its involvement (likes, comments, reposts). According to statistics, if a user has up to a thousand subscribers, about 8% of them like it, and if one has 10 million – only 1.6% (Ferguson and Wallace, 2018). Moreover, micro-influencers usually value the trust of their audience and are not willing to promote a company or product that contradicts their beliefs.
In this strategy, it would be appropriate to introduce the two-step flow theory, which assumes that opinion leaders are the first to pay attention to the messages that reach them through communications. They analyze and interpret these messages and then pass the information on to their friends and acquaintances. Recent studies show that the two-step flow is, in fact, multistep: communication goes from opinion leaders to receptive audiences and then to unreceptive audiences (Ferguson and Wallace, 2018). However, the central idea about the role of opinion leaders in the communication process remains unchanged.
Drawbacks and Possibility to Operate the PESO Strategy
The company’s lack of focus on targeting groups can likewise be highlighted as a weakness. All strategies used were aimed at reaching as many people as possible. This approach does not always justify itself, as it is essential to provide research meaningfully to a specific audience. The best reports use infographics or charts to tell their story visually (Westbrook, 2018). Visuals are universal and have an immediate impact on people. In this case, the skillful use of PR techniques managed to achieve even more coverage, but this scope can be a problem for corporations that do not have many resources.
When PR specialists were engaged only in preparing publications in the paper, media, and broadcasting on TV and reported on the number of references of the company and the product, has disappeared. New communication channels are constantly appearing, and specialists are developing various frameworks which allow them to integrate smoothly into the overall communication system of the company (Westbrook, 2018). One possible strategy which could be implemented in this case is the PESO model.
The integrated communications model is needed to make more effective and strategic use of different channels and approaches. It finally overcomes the disputes between the marketing and PR departments. Based on PESO, marketers, and PR develop and implement a common strategy (Westbrook, 2018). In the process, communication messages are turned into content suitable for different channels, and the data collected from the work allows the effectiveness of each tool to be analyzed as a whole. An integrated approach means more strategic unity and efficiency in communications. PESO helps formulate the optimal messages for different channels and lays the groundwork for their conversion into sales, candidate attraction, or other business metrics significant to the company. This way, the company’s pace could be accelerated, and a single, well-thought-out strategy could be followed.
Conclusion
Thus, PR and advertising, as well as other socialization institutions, affect people’s consciousness and behavior through information about the world around them and by changing the person. PR can influence the mentality, value orientations, needs, and interests, as well as the formation of public opinion, morals, and ethics. Under the conditions of neo-totalitarianism, the media, as well as other institutions of socialization, create those value magnetic poles that structure the behavior of citizens in the right direction. The Alcohol and Drug Foundations’ PR campaign is an integrated and multiple uses of media and promotional materials within a unified concept and overall plan to influence people’s opinions and attitudes to promote a healthy image. Through the use of lead generation strategies, viral videos, research, and data-driven strategy, the company could reach the ultimate goal and get a large number of audiences. This example proves that PR techniques can obtain a significant effect with the right and well-thought-out organization.
Reference List
Ferguson, D. and Wallace, J. (2018) ‘Hierarchical consistency of strategies in image repair theory: PR practitioners’ perceptions of effective and preferred crisis communication strategies’. Journal of Public Relations Research’, 30(5), pp. 251-272.
Westbrook, D. (2018) ‘The art of PR war: Scientology, the media, and legitimation strategies for the 21st century’, Studies in Religion, 47(3), pp. 373-395.
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