Whose job is it anyway?

The Institute of Social Marketing defines its discipline as that which ‘is concerned with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the social consequences of marketing policies, decisions and activities’. (Lazer and Kelly, 1973) Social marketing looks at negative human behaviours such as smoking and excessive alcohol consumption and seeks to implement campaigns aimed at changing such actions.

It’s as if the ‘marketing profession’ grew a conscience and recognized that it was one of the key factors contributing to the rise of destructive activities; 'they' were the ones that made smoking and binge drinking cool. On the other hand, they're probably just being clever and came up with another avenue through which to make more money. Social marketing is in effect the marketing industry’s very own CSR.

During Sean Kidney’s recent lecture at the University of Westminster, he presented an approach identical to how PR specialists tackle problems and formulate campaigns: understanding the context, defining objectives and how they will be measured, determining target audiences and developing strategic solutions.

My primary concern in listening to his presentation, was a nagging question of how I, as the PR practitioner fit into everything. With all this talk about solutions usually lying in changing the physical environment, altering legislation and adjusting prices, where does the PR role fit it? To some degree social marketing sounds like a great arena to enter as I’d simply do some probing, get some research done, throw my hands in the air and point to the MP or structural engineer who’d be in a better position to effect change.

I would argue that although these solutions have their merit, something has to be said about communication and its role in educating individuals. Change cannot come about unless there is an awareness of the problem and potential solutions; therein lays the pathway through which PR can make a noteworthy contribution.

The video clip below, a stunt done by the popular TRUTH campaign in the US, highlights the usefulness of PR in social marketing campaigns.

References

Institute for Social Marketing (2007). What is Social Marketing [online] Available from: <http://www.ism.stir.ac.uk/what_is_social_marketing.htm> [Accessed 30 March 2009].

Sean Kidney (2009). Strategy. [online] Available from: <http://www.seankidney.com/resources/social-change-strategy-checklist> [Accessed 30 March 2009].

You Tube (2009). Infect Truth’s Commercial, Baby Invasion. [online] Available from: <http://www.youtube.com/watch?v=Do5eTAg9qMo> [Accessed 30 March 2009].