Social marketing

Selling/marketing ideas, attitudes and behaviours does seem a bit abstract, however that is social marketing for you.

Unlike product marketing where the profit is for the marketer, social marketing seeks to benefit the target audience and general society based on stated objectives.

I loved my NGO classes, I got first hand insight on campaign issues. I often wonder about originality of a change idea though. There is so much going on in the world, that deciding what needs to change at any point in time is not as seamless as it seems. It goes without saying that deciding what to change arises from a problem that affects a majority.

Whatever the change needed, there is no denying the power of coalitions and influencers. How else can those group of people that always 'wonder what happened' make a decision?

There must be clarity of the change and outcome expected to be achieved.

The great thing about social marketing is it's use of two way communication. The needs/values of the targeted audience have to be listened to in order to effect change.

Crisis Management

As in everyday life where the unexpected happens, organisations are often hit with situations which are not foreseen. It could range from industrial accidents, product recall to natural calamity.

An organisation that has an established team of leaders who deal with crisis will proactively forecast potential crisis that may arise from it's operations. There is a strong focus on PR to recover any damage to public image.

Panic and placing blame would seem like a normal first reaction. However, expressing apology to the people concerned should be the first action in a crisis. There are different scenarios in a crisis situation and it is so important to look at issues from all sides. It is also important to have an already established framework of leadership in place to handle crisis situations.

Alagse-a group of management practitioners who promote thought leadership look at leadership framework for crisis.

Global PR

It may sound such a cliche to say the world is now a global village but it is. Technology has made it possible for fast communication whereby cultures are shared faster than ever before.

How does this internationalisation affect PR?

Harris Diamond-CEO of a well established PR organisation Weber Shandwick refers to globalisation as the growing interdependence and interconnectedness of the world- politically, militarily, economically or technologically.

International PR is used by businesses,multi national organisations, the third sector, even countries use PR to brand their image(country branding).

Simon Anholt's book:competitive identity is an authoritative new text on nation branding and public diplomacy

PR sectors in the international context may be adapted or standard e.g the messaging of a brand is mostly adapted to suit the country of which it is being promoted.The objectives of an organisation is mostly standard regardless of where the brand is being sold.

Internationalism of PR is complex. Different cultures interprete things in different ways. Some gestures mean one thing in one country and another in a different country. Also dynamics of cultures differ as regards relationships,rhetorical style,distribution of power etc.

It is important for a global organisation to have local interpretation of their messages. Global PR is a reality and if an organisation is to grow it has to interact with other countries without harming the interests of the host publics.