Although, in the eyes of Munro (2016) public relations are not trustworthy, he does acknowledge that “…good public relations practitioners, with good, honourable intentions can be beneficial to society…” (Munro, 2016). This can be applied to Chatterbox Marketing’s Black Saturday Bush Recovery campaign, which involved a three-year campaign with the goal to rebuild the town of Marysville, Victoria’s reputation and subsequently increase tourism in the devastation stricken area.
In order, to achieve this goal they sourced instagrammers with large followings and that fitted the interests of their target publics. They acted as, according to Smith (2009) as “informal opinion leaders” (Smith, 2009, p. 55), who are believed to be by Smith (2009) as excellent candidates in fostering word-of-mouth support. This campaign appears to have employed the diffusion of innovations theory (Rogers, …show more content…
What can be certain is that the symbiotic relationship has the potential to result in both beneficial and detrimental consequences. Adding to this, is the outright power struggle between both professions that shifts continually, has resulted in a mutual distrust and a cautious dependence on each other. When there is a perceived balance of power, incredible feats can be achieved and can result in a more positive society. Although, at this moment they are separate entities, as proposed by Bowen (2012) they could easily become one-in-the-same. Munro (2016), states that the idea of having public relations students take part in journalism courses; if it were to happen this ‘convergence’ may soon become a reality. However, this will only be achieved if the two professions can recognise their similarities instead of solely highlighting their
In order, to achieve this goal they sourced instagrammers with large followings and that fitted the interests of their target publics. They acted as, according to Smith (2009) as “informal opinion leaders” (Smith, 2009, p. 55), who are believed to be by Smith (2009) as excellent candidates in fostering word-of-mouth support. This campaign appears to have employed the diffusion of innovations theory (Rogers, …show more content…
What can be certain is that the symbiotic relationship has the potential to result in both beneficial and detrimental consequences. Adding to this, is the outright power struggle between both professions that shifts continually, has resulted in a mutual distrust and a cautious dependence on each other. When there is a perceived balance of power, incredible feats can be achieved and can result in a more positive society. Although, at this moment they are separate entities, as proposed by Bowen (2012) they could easily become one-in-the-same. Munro (2016), states that the idea of having public relations students take part in journalism courses; if it were to happen this ‘convergence’ may soon become a reality. However, this will only be achieved if the two professions can recognise their similarities instead of solely highlighting their