In its purest form PR often promotes
one group's endeavors to persuade another group to its point of view. There is
competition for the available time and space. Some individuals seem to get more
than their fair share. Other are barely visible. Some do not appear at all. The
competition is a fact of life in the news business. That's why it is important
to develop a "hook", a reason that your organization should be
singled out for coverage.
Here's 3 questions concerning public
persuasion that I'm going to answer providing my own examples.
What made you change your opinion of a public figure, organization or
brand?
Upon my arrival in Canada from Republic
of Belarus in 2010 I was not familiar enough with Walmart, the largest retailer
in the world. It was obvious: Winnipeg is packed with company's stores. I must say that my impression about their business was not
vivid, because some former employees I know had negative experience with
Walmart. The list of reasons explained seemed to be endless: horrible wages and high
demands, poor health insurance and
environmental approaches, discrimination against pregnant, labor abuses, high
staff turnover, union-busting, shareholders' greediness, local retailer oppression,
outsourcing from Asia with terrible labor violations. Company spends more
spying on their own employees than on security of their consumers, who are
being robbed, raped and murdered on the parking lot (2005 Walmart parking lot crimes). Word of mouth played its role in shaping my own opinion on Walmart
policies. Now I wonder how does the company address such a bad publicity. Food for thought for a separate blog post...
What factors have influenced your decision to do or not to do something?
Being a member of GoodLife Fitness
Club for the past year I've been constantly following company's presence in the
media. Thanks to their efforts to give every Canadian the opportunity to live a
fit and healthy good life, I got engaged with this whole idea instantly and
can't imagine my life without regular exercising anymore. Since its foundation
in 1979 GoodLife have created a big community with their own values (7 corevalues), which are shared with a positive attitude through multiple ways,
whether it's a blog, forum, facebook page, twitter, training program,
marathons, charity cause, etc. They are definitely good in gathering people. I
find their campaigns are very appealing and messages clear, for example: "When
you experience the life-enhancing benefits of exercise, others around you do as
well." Every new campaign includes short TV spots, radio spots, direct
mail, online and in-club merchandising material. While writing this post I came
across GettingStarted Page, which starts with Founder and CEO's, David
Patchell-Evans's, appeal to fitness beginners. The page contains information
that can be personalized by all kinds of new members, it has many 20 minute
video tutorials, FAQ about workout, club services and reward programs. GoodLife
Fitness do not just draw our attention to make us join the club, they show how
to achieve our personal goals by being a guide into the world of fitness.
What had made you think differently about an issue?
An American stand-up comedian,
social critic, satirist, actor, and writer/author George Carlin made me think
differently about issues in politics, psychology, religion, and other
aspects of socio-cultural life. By employing black humor Carlin was making light of otherwise
solemn subject matter; he knew how to bring up very unpleasant, serious, or
painful topics and make people think about them. Death, war, disease, crime,
corruption, bureaucracy, beliefs, mass cultures, taboos, everything that arises
from stressful, traumatic, or life-threatening situations were served by Carlin
on a plate just like a dish flavored with light, silly, or satirical fashion.
His "Seven Dirty Words" comedy routine was complained about to the
Federal Communications Commission (FCC) back in 1970's. However, the U.S.
Supreme Court upheld the FCC action, ruling that the routine was "indecent
but not obscene" and giving FCC freedom to determine what constituted
indecency in different contexts. "I think it’s the duty of the
comedian to find out where the line is drawn and cross it deliberately," -
noted Carlin.Portrait by Odwin Rensen
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