Types of PR campaigns - public relations explained

It is useful to point out that within the PR activity in the consumer's behavior area, a few types of PR campaigns are available. According to Patrick Jackson of Jackson , Jackson and Wagner in New Hampshire (Newsom and co. 1993), there are six types:

1. First of all, practitioners build public awareness campaigns by means of which people are announced of something. For example, school begins again, please don't run over little kids who go to school. They just announce.

2. Secondly, practitioners can devise information with awareness campaigns which provides information and at the same time announces something. This is totally different from the first type of campaign.

3. Thirdly, practitioners may prepare a public education campaign and by this we understand that the person has assimilated the material and she applies it in her daily behavior.

4. In the forth place, PR practitioners need to strengthen the attitudes and behavior of those who agree with the organization's position. All that clients need is a reminding of the common values shared by both sides. These are reinforcing attitudes and behavior campaigns.

5. And sometimes, in the fifth place, practitioners have to change or try to change the attitudes of those who don't agree with the organization's position. We are talking about a changing attitudes campaign .

6. Finally, in the sixth place, today PR practitioners can plan modifying behavior campaigns . In order to convince people, for instance, that it is necessary to wear seat bells or that driving drunk is not good for them or for the society.

So as we could see there are campaigns build up for different reasons: to increase knowledge about the company's products, to promote more favorable opinion towards the company or to encourage more positive feedback from consumer groups. In consequence, these six types of activities are a part of the PR process and they try to motivate different levels of behavior.

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