The Peril of Me-Too PR: Leveraging Case Studies for Strategic Impact
By Ishola Ayodele
Introduction:
In the dynamic field of public relations (PR), the contrast between strategic and impulsive reactions stands as a pivotal determinant of success or failure. This dichotomy underscores the inherent dangers of impulsive PR initiatives, especially those that blindly follow trends and risk offending cultural or religious beliefs unintentionally. Such actions can swiftly tarnish brand reputation, alienate audiences, and erode trust, as evidenced by numerous high-profile blunders in recent memory.
Conversely, Strategic PR approaches prioritize foresight, planning, and a nuanced understanding of audience sensitivities. By anticipating potential challenges and proactively addressing them, PR professionals can mitigate risks, foster positive relationships, and safeguard brand reputation. Embracing the proactive nature of PR empowers professionals to navigate the complexities of the modern media landscape with confidence and effectiveness, ensuring that their initiatives resonate positively with target audiences while avoiding the perils of impulsive reactions.
The Landscape of PR Blunders:
In Nigeria, as in many other places, there seems to be a prevalent lackadaisical attitude among PR professionals towards learning from case studies. This attitude proves to be a significant hindrance to the effectiveness of communication strategies, leading to recurring PR blunders that tarnish the reputation of companies and raise questions about their professionalism and commitment to effective communication.
Illustrative Examples:
The recurring PR blunders during religious festivals in Nigeria serve as glaring examples of the consequences of neglecting to learn from past experiences.
In 2022, Zenith Bank in an attempt to connect with the Muslim community posted an Eid L-fitri message on their social media handles. In the ad, a man is seen sitting down and pointing the index finger of his left hand to do Tashahhud also known as at-Tahiyyat meaning the “testimony of faith.”
In 2022, Sterling Bank in celebration of Easter posted an Easter ad on social media platforms. The message contained a picture of a golden-brown bread divided into two with the caption ‘LIKE AGEGE BREAD, HE ROSE!”
Sterling Bank 2022
In commemoration of the 2023 Easter, Friesland Campina WAMCO Nigeria Plc, manufacturers of Peak Milk ran an ad. The advert featured a photograph of a dented tin of Peak Milk, punctured in two places, with a nail dripping milk beside it. The caption reads, ‘BRUISED AND CRUCIFIED FOR US #GOODFriday’.
And during this year’s Easter celebration The Federal Inland Revenue Service (FIRS) found itself embroiled in controversy during the recent Easter celebration when it launched an ad campaign with the caption, “Jesus paid your debts, not your taxes”. The message, seemingly juxtaposing religious beliefs with tax obligations, sparked immediate uproar from various quarters and as usually it suffered a backlash just like every off its kinds. Critics argued that the ad trivialized sacred religious concepts and insensitively equated spiritual salvation with financial responsibilities. The public outcry quickly gained momentum on social media platforms, with many condemning the FIRS for what they perceived as a tone-deaf and offensive marketing strategy. As pressure mounted, FIRS swiftly issued an apology in response to the uproar, acknowledging the misjudgment and expressing regret for any offense caused. The incident serves as yet another cautionary tale highlighting the pitfalls of Impulsive messaging.
Advocating for Change:
The series of PR blunders surrounding religious festivals in Nigeria underscores the urgent need for a shift in attitude from Impulsive PR to Strategic PR. These incidents highlight the repercussions of neglecting to learn from past experiences and failing to consider cultural sensitivities in communication campaigns. Each blunder resulted in backlash, damage to brand reputation, and the need for public apologies—a pattern that emphasizes the critical importance of proactive learning and adaptation in PR practice. As such, the imperative to embrace PR case studies has become undeniable, serving as a vital tool for PR professionals to navigate complex cultural landscapes, avoid pitfalls, and foster positive relationships with their audiences.
Having access to a reservoir of case studies can significantly enhance the success rate of PR Campaigns. Here is how:
Understanding Best Practices:
Case studies showcase successful PR campaigns and initiatives, providing valuable lessons on what strategies worked well in specific contexts. By analyzing these cases, PR professionals can identify best practices and apply them to their own campaigns. Just as it’s essential to understand successes, learning from failures is equally crucial. Case studies of PR blunders or crises offer insights into what went wrong and why, helping PR professionals avoid similar pitfalls in their own work.
Audience Insights:
Understanding audience perceptions is crucial in crafting effective PR campaigns, and case studies serve as invaluable tools for gaining insight into the beliefs, ideologies, and sensitivities of target audiences. By carefully studying audience reactions and interactions with similar campaigns or products, PR professionals can identify patterns and trends that inform their strategies.
The article itself serves as a testament to the importance of understanding audience perceptions. It’s evident that Nigerians, in particular, have strong sensitivities regarding religious beliefs, as illustrated by the numerous PR blunders during religious festivals highlighted in this article. Despite these clear examples, it’s concerning that some PR teams continue to make similar mistakes, underscoring the need for greater awareness and education within the profession.
Equipping oneself with a repertoire of PR case studies is indispensable for PR professionals seeking to evade past errors and craft campaigns which effectively resonate with their target audiences, resources like the magnum opus ‘PR Case Studies: Mastering the Trade’ volumes 1 and 2, penned by the acclaimed Strategic Communication expert Ishola Ayodele, serve as invaluable assets. These volumes not only spark creativity but also function as robust research tools, offering insights into the dynamics of successful and unsuccessful PR endeavors and, crucially, the underlying reasons behind their outcomes. By analyzing case studies that reflect the cultural, social, and political landscape of their audience, PR professionals can develop campaigns that are not only impactful but also respectful and relevant.
Sources of Innovation and creativity:
Access to a reservoir of case studies isn’t just about learning from past successes and failures; it’s also a wellspring of creativity and innovation, capable of inspiring masterclass PR campaigns. Take, for instance, the iconic ‘See Finish’ campaign by Modicom, which drew inspiration from Miranda’s ‘The 3 Orange Men’ campaign. By reenacting and reimagining elements from this earlier campaign, Modicom crafted a fresh and impactful message that resonated with audiences, showcasing the transformative power of leveraging existing ideas in new and inventive ways.
Similarly, the viral success of Coca-Cola’s ‘Drink the Ad’ campaign can be traced back to Asa Candler’s innovative ‘In-shop Sampling’ promotion in 1889. Candler, the founder of Coca-Cola, recognized the potential of direct engagement with consumers to boost sales. Building upon this foundation, Coca-Cola’s modern-day campaign ingeniously transformed the concept of sampling into an interactive and immersive experience, captivating audiences worldwide.
By tapping into a diverse range of case studies, PR professionals can unearth hidden gems of creativity and innovation, sparking fresh ideas and strategies for their own campaigns. Whether it’s adapting proven concepts to contemporary contexts or pushing the boundaries of traditional approaches, the reservoir of case studies serves as a well of inspiration for crafting masterclass PR campaigns that captivate audiences, drive engagement, and achieve lasting impact.
CONCLUSION
The landscape of PR blunders, particularly those surrounding religious festivals in Nigeria, serves as a stark reminder of the critical importance of transitioning from impulsive PR to strategic PR. As evidenced by the high-profile examples discussed, neglecting to learn from past experiences and disregarding cultural sensitivities can lead to damaging repercussions for brands and organizations. However, there is hope on the horizon. By advocating for change and embracing the proactive nature of PR, professionals can navigate the complexities of modern media landscapes with confidence and effectiveness.
The imperative to learn from PR case studies is undeniable. Studies have shown that access to a reservoir of case studies significantly enhances the success rate of PR campaigns. Understanding best practices, gaining audience insights, and tapping into sources of innovation and creativity are just a few of the benefits that arise from studying past PR initiatives. Learning from case studies is not just about avoiding mistakes; it’s about leveraging insights to drive impactful, culturally sensitive communication strategies.
Ishola, N. Ayodele is a distinguished and multiple award-winning strategic communication expert who specializes in ‘Message Engineering’. He helps Organizations, Brands and Leaders Communicate in a way that yields the desired outcome. He is the author of the seminal work, ‘PR Case Studies; Mastering the Trade,’ and Dean, the School of Impactful Communication (TSIC). He can be reached via [email protected] or 08077932282
