So the hot topic at the moment on social media and ‘big debate’ as cited by PR Week is the ALS Ice Bucket Challenge. Today Ian Griggs has published an article through PR Week asking if these types of campaigns reach the charities ultimate goal of long term engagement.
Many moons ago, I wrote about the PR reason behind the no make up selfie. But, I completely bypassed the PR value behind it and the long-term objectives. The debate raised by PR Week is very interesting, but on this one I think they have missed the point. These campaigns aren’t about long-term engagement, it’s about awareness and bringing the charity to the global stage.
ALS has been shot straight in to the lime-light and become a house hold name by being beamed through our computers, tablets and mobiles by our friends, family, celebrities and role models.
Campaigns like the ice bucket challenge are short, sharp and facilitate engagement. However, they are not sustainable. It’s all about brand awareness and once this has been gained organisations then have the power, legitimacy and opportunity to run campaigns to form long-term engagement.
Brands are built by creating strong emotional ties and Denise Lee Yohn, a PR academic, suggests four ways to do this, which can be seen in the image below.