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In the program Vodafone World of Difference Program , the communications firm chose to implement a Customer Service Relations (CSR) effort that reached out to the Australian public in a bid to boost its corporate image.
The challenges that the program faced were immense and these included apathy towards CSR activities and suspicions surrounding corporations motives. As a result, Vodafone and its partners had to choose a reliable Public Relations (PR) method to ensure that its goal of improving the communitys trust was met. By January 2004, a significant majority of Australian adults (41 per cent) said that they spent a large amount of time on charitable activities and this provided corporations, who were mistrusted by a whopping 77 per cent of the populace, with an opportunity to engage the country at a level that is close to many peoples hearts. The public relations systems most suitable for such an effort would be three of James E. Grunigs four PR models.
The first benefit that would accrue from this holistic approach is that Vodafone would be in a position to achieve its objectives which include raising the profile of its CSR program, re-invigorating PR activities, increasing media coverage and raising program enrolment rates. This is because the three models involve use of a reciprocal communication method that enables corporations to understand the publics worries while enabling the public to appreciate the firm as a well meaning entity. This is crucial for image improvement and financial success.
The second benefit is that the fourth model encapsulates the aim of all of Grunigs publicity models. The first model, Publicity, seeks to influence the public to behave as a corporation wants. In the case of Vodafone, the application of this model would shift Australian charitable activities into the companys ambit. Since Australians were prolific in philanthropy and Vodafone had the funds to engage in it, the best result would come when both sides combine efforts and produce synergistic advantages.
The third benefit from this approach is that it incorporates Grunigs second PR model that brings the media on-board. The Public Information model uses press releases and other communication systems that reduce the indifference and suspicion the media has towards CSR programs. When the public joins the firm to implement the Vodafone World of Difference Program on a cooperative basis, the media would become less suspicious.
The One-way Asymmetrical model can be avoided. It involves using persuasion and manipulation to influence the public into behaving as the organization wants without using research to find out how the public feels about the organization. This could fail because the reaction of the public may be lukewarm or even hostile. But the fourth, the Two-way Symmetrical model, enables the organization to engage in a constant conversation that exposes the publics sentiments, giving the firm a chance to tweak its system until it fully satisfies its target audience. This interactive approach applies dialogue between the company and its clientele, providing conflict resolution opportunities that bring about harmony. It has great advantages because it incorporates all the other PR models through an open system of communication.
In conclusion, the best PR systems to apply in helping Vodafone improve its standing would be the first, second and fourth Grunig models since they would provide open and beneficial communication.
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