Class 8: Public Relations (sigh)

Just the thought of Public relations produces a sarcastic eye roll which I have no control over.

I have to be honest. I am not a fan of PR, It frustrates me as an industry as its purpose appears to be about hiding problems and minimising damage rather than solving problems. Maybe I am too idealistic and have yet to be seduced by the 'dark side' of communications but I feel that the skills which our degree gives us would be wasted if we didn't at least attempt to 'do the right thing'.

I think maybe I have been jaded by the foundations of PR unit. Our final assessment was looking at the Working Holiday Visa, and it's issues regarding horticutural businesses which exploit these temporary workers. A practice which has lead to the death of at least one backpacker. We were creating our communication plan from the perspective of Tourism Australia attempting to minimise criticism of the WHV and avoid a PR crisis. Unions, workers rights advocates and the family of a dead backpacker were all classed as 'threats' or 'non-supportive stakeholders' to the campaign. And so the plan required programming to defend against them. The mental gymnastics required to feel justified in doing such a thing are exhausting and the whole thing made me feel icky.

But thats just a very general and very negative take on the industry. Public relations have the potential to do real good, especially when it comes to community projects. Today's post takes a look at a succesful community campaign. The 2019 Golden Target nominee for Crisis management, The #savelunapark campaign. Created by Cannings Communications.

So lets break it down.

Issue: Changes in NSW state legislation opened Luna Park up to potential development and an Uncertain Future.

Goals: Broadening the base of support for Luna Park at a business level and community level. 

Purpose: protect Luna Park from potential development or government overeach

Messages: The overriding message of SAVE LUNA PARK is always a powerful one. Members of the community don't even need a full understanding of the issues to lend their support to the campaign, the message implies that Luna Park needs community help in order to maintain its current state of operations. Communities are always resistant to change, particularly when it involves iconic architecture and this message encapsulates that sentiment perfectly.

Audiences: respected and high profile organisations in Sydney and the general public within sydney and wider NSW.

Stakeholders: developers, state government, community in sdyney, public figures, owners of luna park, customers, employees of luna park, high profile organisation

Communication method: An online campaign using a hashtag on social media, onine petition and business lobbying of Local government.

Timeframe: late 2017 till mid 2018

Result: It was a success as the parliamentary support which it achieved allows the park to operate unchanged now and into the future.

This campaign is a good demonstration of the flip side of PR. While PR is often described as the communication between an organisation and its publics it can really be a channel for two way communication (Grunig et al 2007). This is something which is incredibly important in order for the voice of the consumer to be heard. Business interests seem to continually take centre stage over the customer going into the future. Just look at the conduct of Australia's banking sector in recent years. The consumer market needs to become more aware of its own stakeholders and label its threats and non-supportive businesses.

On a side note have you ever sat back and really thought about how damn creepy St Kilda Luna park is compared to it's sydney counterpart?

Seriously... what is this. In Sydney even the architecture has its lips done and is attempting to "grow it's followers", typical.

-T

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Grunig, James E., Grunig, Larissa A., & Toth, Elizabeth L. (2007). The future of excellence in public relations and communication management : Challenges for the next generation. Mahwah, N.J.: Erlbaum.

Roberts, William 2019. 25 Oct CANNINGS RECEIVES GOLDEN TARGET AWARD. Cannings Comms. Viewed Dec 11 2019. https://canningscomms.com.au/2019/10/25/cannings-issues-management-campaign-receives-golden-target-award/

"mmm enjoying this starwars themed post, I am. Makes PR bearable. it does"