The BC SPCA (The British Columbia Society for the Prevention of Cruelty to Animals) is a not-for-profit organization dedicated to protecting and enhancing the quality of life for domestic, farm and wild animals in British Columbia.
This organization set out a strategic plan for 2009-2013, where one of their goals was to increase adoptions and save lives. This goal was to be achieved through increased marketing of adoptable animals with the goal of making the BC SPCA the public’s ”first adoption option.” Strategies were to include the annual adoption drive to increase the number of quality adoptions. They also wanted to make use of the internet to promote the adoption of animals. BC SPCA utilizes their social media platforms to help in the savings of animals lives literally minutes before animals are euthanized. So their communication strategy is not “not merely a vehicle for spreading messages about an product, service, or client” it’s about establishing relationships with society and obtaining win-win solutions, which in this case are saving the lives of animals.
Video courtesy of YouTube.com
I agree with Steyn's characterization of communication as part of an organization's strategic fabric. In reading Argenti, Howell, and Beck (2005) this week I feel the quote from Dell chairman Michael Dell hits the nail on the head when he says, “I communicate with customers, groups of employees and others, while working in a strategy. A key part of strategy is communicating it. Communications is key to operations and execution and an integral part of the process.”(pg 84)
Communication, in any form is key, to the success of a company and not in just externally with stakeholders and society but also internally. Poor internal communication leads to poor external communication. BC SPCA, said in their strategic plan for 2009-2013 that “Recognizing the enormity of our mission, we will make special efforts to enlist, motivate, support and engage as many stakeholders as possible to join us in fulfilling our mission. We will earn their trust and support through open dialogue and the highest levels of transparency and accountability. Accordingly, we will ensure that our guiding principles and beliefs drive our strategic communications. A comprehensive internal communications plan will be developed and implemented to address information gaps within the society and to enhance the level of understanding, participation and engagement of staff and volunteers.” (BC SPCA 2008) Earning the trust and support of stakeholders through open dialogue is important, but how they will do it is just as important. Communications is not just words but actions. BC SPCA takes action to accomplish their set goal through forms of campaigns, events and social media sites which requires clarity and consistency, adjectives that should describe communications.
References
Argenti, P., Howell, R.,& Beck, K. (2005, Spring). “The strategic communication imperative.” MIT Sloan Management Review,46(3).
BC SPCA. (2008). “A strategic plan for the british columbia society for the prevention of cruelty to animals 2009-2013.”
Hi Christine - Great statement, "Communications is not just words but actions". That is very apparent in the BC SPCA commercials to help raise funds and awareness for their mission. That Sarah McLachlan commercial gets me every time!
ReplyDeleteThe creation of that commercial took an immense of strategy. Do you think that if the BC SPCA released a new commercial showing dogs that have been rescued to good, loving homes would be as effective as their current commercial? What would you suggest that the BC SPCA does to increase awareness and action from viewers?
I think it would be more effective if they posted the dogs going to good, loving home. I understand the need to show the animals that have been injured but rescued, but there are some people like myself that cannot even make it through the commercial whole commercial. I have watched it in its entirety before but every time it comes on TV I feel the need to change the channel or walk away.
DeleteAs for increasing awareness, I think partnering with companies would help in raising awareness. Partnering with animal food companies like Beneful or Pedigree would be one idea. They can also partner with chain stores comparable to a Pet Smart like we have in the US. Holding adoption events once a month would be a great way for people to see the animals up close. Two of our dogs were brought into our family simply because we happen to be a pet store and we couldn’t walk away.
I agree with you, Christine! I think that once you get people into a pound or a pet store, they won't be able to leave without rescuing a cat or a dog. I'm guilty on that one myself!
DeleteChristine, I think it would be interesting to see how effective these commercials would be if they used positive images to spur action as opposed to negative ones. Persuasion is a difficult thing. Either the images can be not effective enough, where people will over look them and not take action, or they can be too powerful, where people will turn away. A lot of people find that these commercials are too graphic and instead of watching it through and taking action, they switch the channel so as not to be upset by it. It's a difficult balance. I think that's why it would be interesting to see how positive images would affect people's actions. It might have the opposite effect don't you think? Instead of showing animals in need, they show animals going to good homes and it eliminates the sense of urgency.
DeleteI forgot to mention it in my post but I also think that partnerships would add value to the campaign as well. As long as the partnerships are with reputable organizations with positive track records I think it will increase awareness and ultimately help the cause. I know locally, at the Dutchess County Fair, there are reps from the ASPCA and other rescue organizations spreading awareness for adoption and they get me every time. Whether I am considering adopting a dog or not I will gladly stop and listen to what they have to say if there are animals there.
DeleteI agree Laura the images can be too much. In the BC SPCA commercial I posted on the blog I have seen it in full two times. It is too much for me personally to handle and it is about two minutes long. The BC SPCA starts off strong showing the animals and then goes into their information. I end up muting the channel and leaving the room for a few minutes. There are some commercials I can handle but this one tears me up every time. I think for people like me it would be a better to show the positive that came with the negative.
DeleteChristine, I totally agree with Amanda. Your writing, that stated, "Communications is not just words but actions" rings very true with me. Also, you are right about the Sarah Mclachlan video does exactly what it intends to do...every time.
DeleteHi Christine,
ReplyDeleteGreat blog post. You said: "communication strategy is not merely a vehicle for spreading messages about a product, service, or client. it’s about establishing relationships with society and obtaining win-win solutions, which in this case are saving the lives of animals." For an organization like the BC SPCA, establishing relationships with the public is very important. What better way to do this than tear jerker commercials and social media? The win-win solution here is that the BS SPCA needs peoples' help, and people will gain a pet which they can feel great about saving.
Steyn says that PR should focus on people and plan rather than profit. The BC SPCA is spot on with this strategy. An organization like this is not concerned about profit at all. They are more concerned with enhancing the lives of people and animals everywhere. In doing so, they help the planet by finding homes for stray and abused animals that are now off the streets.
Do you think that the BC SPCA can do any more to further engage the public? It seems like the problem of animals needing homes is not going to end. What can this organization do from a social media perspective to keep up with the demand?
-James
I think the BC SPCA right now is doing a great job of getting the public involved. They hold monthly youth workshops where young children and their parents join animal-themed activities and learn about responsible animal care, animal facts and how to develop positive, respectful relationships between people, animals and nature. They also have dinners and silent auctions where proceeds go to the BC SPCA branches. Here are many events listed not only their website, but also on their social media sites. They do not just hold events, but they take the time to research what the interest of the public is and then create events that will encourage people to come out and join their cause.
DeleteI have “liked” their Facebook page and have subscribed to their YouTube channel. They seem to be very active in their social media sites with constant updates regarding pet adoptions, upcoming events and general information. Like you said, it seems like the problem of animals needing homes is not going to end, and I agree. I feel that they can make themselves as an organization better known. I had recommended in my reply to Amanda about BC SPCA partnering up with well-known dog food brands. I know they are based in Canada, but that doesn’t mean that people in the US should not be among those who can help contribute to their cause. In my opinion partnering up with Beneful or another company would help get them better noticed in other countries. Doing joint events, social media posts and promotions would benefit both parties.
Great idea about partnering with dog food brands. Business to business marketing can be very effective, especially when one is well known in the community. It would be wise for the BC SPCA to partner up with a well-known, USA based dog food company to piggy back off of their brand loyalty and awarness.
DeletePerhaps all dog food packaging could have some branding related to the BC SPCA on it. Also, it would be wise for the dog food companies to sponsor the BC SPCA so that they can say something along the lines of "Proud sponsor of the BC SPCA, helping dogs everywhere find the families they need." The public loves this kind of messaging and will result in a better image for the dog food companies and higher awareness for the BC SPCA.
This comment has been removed by the author.
ReplyDeleteHi Christine,
ReplyDeleteYou have made excellent points while analyzing BC SPCA's communication strategy as a real life example of Steyn's characterization of communication strategy.
You had mentioned that you would have preferred to see happy adopted pets going home with their new owners. What do you believe BC SPCA hopes to achieve with its stakeholders as a result of this campaign? What might be the goal(s) of the organization's communication strategy, from both a PR and marketing perspective?
Before and after videos or commercials show the progress and results that have been made. It shows people that the money, time or effort they are putting into the organization has gone to use. I donate to multiple animal rescue organizations and when I get emails or notifications about they good that comes out it makes me feel like my contributions worth something.
DeleteThe PR department which is their community relations department is in constant contact with the public making statements about recent news like the current seizing of 45 dogs from a home and press releases about future events to help their mission. Keeping stakeholders in the loop should be a primary goal. Involving the public and stakeholders in ideas about a program, or event can help in keeping the public interested in the cause. The organization cannot save the lives of animals if they do not have the money and support of the public and stakeholders.
The BC SPCA does not focus on domestic animals like cats and dogs, but also farm animals. The BC SPCA can make this better known through the promotion of events strictly for these animals. I feel the public can sometimes forget animal rescue is not just domestic animals and communicating this through special marketed events would help bring this to the public’s attention.
Hi Christine,
ReplyDeleteThanks for the further explanation. I am well informed about the large animal abuse. Being a horse person, I hear about it all the time and it is just as prevalent as with dogs and cats.
Your perspective on why you'd like to see a different angle on the advertising is interesting. I can absolutely see why that is your preference. I do however think they chose to go the route they did because it is a very effective tug on the heartstrings of their audience. If I am the audience and I see pets going home with new owners, I think to myself "phew, they have adoptions going on, that's great!" However, if I see the sad eyes of animals in cages coupled with a tear jerking song, I am ready to get off my chair and drive right over to the shelter to save those animals. That is my perspective, but I bet many people react as I do.
Christine, your thoughts and analysis of communications' role in organizations and the Steyn reading is very much in line with my own beliefs on the issue. What really stood out to me, early on in your writing, was your focus on the importance of internal communications within organizations. It really stuck with me when you wrote, "Poor internal communication leads to poor external communication." I think this is so incredibly important, and often an overlooked area by companies...and even many seasoned communications professionals. Personally, I have been guilty of this in the past. I think, because of my background as a marketer, I can become very enthralled with the outgoing message. Developing ideas, tactics, and creative elements to reach a consumer or another business is very exhilarating (to me, at least). In this process, I think that a focus on internal relations can go by the wayside. I liked in the Steyn reading where the author talks about employees and shareholders being one of the best tools for organizations to utilize. They (we) area really walking, talking, thinking advertisements. However, if your internal communications and relations are not up to par, these individuals are not being utilized in a significant way to influence your external markets. All in all, great discussion. Kris
ReplyDelete