Consumer Relations

Trends in Consumer Behavior, according to textbook

1. Women with more spending power; The power of the purse-holder
2. Diversity;Ethnicity is growing; black, Hispanic, Asian, gay ect.
3. Entrepreneurs & Telecommuting
4. Health Care, Aging & Alternative Medicine
5. Adult Education; Don't stop learning!
6. Demand for Luxury Goods
   

I don't want to beat a dead horse, but the biggest trend in consumer behavior currently is connecting with consumers on their own level. Where are consumers? Social Media, obviously. Brands and businesses have to make an effort in the social media realm if they want to maintain solid relationships with their consumers, especially if they are an e-commerce entity. I know this textbook is outdated, but even when it was published social media was not a new concept. 



This great article from Mashable.com talks about social media tactics and consumers How Social Media Can Reinvigorate Consumer Advocacy. The article suggests that there are certain approaches that should be considered.

Games!: "Consumer activism needs to be fun & gratifying". Companies like Groupon & Living Social have shaken up the consumer's experience. It's puts both power and entertainment back into the consumer's hands. Websites like Carrotmob.org help encourage consumer spending in socially conscious companies. "Vote with your Money" is their catch phrase.

Building up Social Conscious Consumption: Supporting new products & industries that can change the world. Buying products like electric cars & energy efficient appliances can help put the pressure on government and regulatory associations to make the morally right consumption decisions. If these associations see the power of consumers through the choices (purchases) they are making, it highlights the 'need for change'.

Point of Purchase Activism: Location based pop-ups during purchases Showing online consumers eco & efficiency options

Lift the Veil: Consumers get smart about inauthentic & authentic messages. They can tell when you're faking it and they are cutting through the clutter.

Rapid Response:  Consumers have the power to apply pressure to brands and companies not aligned with their own social values.

Consumer based social change can be the future for consumer relations. The more involved with media the consumer is, the more aware they are of a brands values. The article sums up the purpose of outlining these trends in a well rounded conclusion: 

"There’s a lot of exciting work to be done to build a 21st century consumer movement. Organizers, programmers, social media mavens, progressive companies and everyday consumers can be part of the next great wave of technology-driven social change. To be effective, that movement will need to be fearless, fact-based, hopeful, culturally mainstream and — most importantly — fun."

Local non-profits

I know that non-profit communications were discussed at length last week, but it's a topic that has been on my mind for some time. I interviewed Chris Boget, the Executive Director of the Lake Champlain Land Trust for a College Capstone class assignment. About half-way through the interview, Chris brought up some interesting points about the future of PR within the non-profit sector. The first issue on the table was the governor's proclamation that tax dollars would not be spent on PR. So what did they do? Change the title away from public relations. That is precisely what Boget is doing with the pr position they are about to announce, changing the job title from public relations to constituent outreach coordinator. 

This is an interesting way of addressing the public's perceptions of public relations. Technically, this is yet another way of 'spinning' the truth, which does speak directly to the public's perceptions. 

Outreach and Programs Coordinator & Office Manager

The Outreach and Programs Coordinator will develop and direct all education & community programs, special events, fundraising plans, publications, and electronic communications.

Office Manager will manage our office, serve as Executive Assistant to Exec. Dir., oversee special projects, & cross-train with Outreach Coord. on key tasks. Depending on the candidates, positions may be full- or part-time.

To apply, visit our website www.LCLT.org. Resumes reviewed beginning March 28. EOE. No phone calls.

The Lake Champlain Land Trust is a dynamic, regional non-profit organization saving the islands, shorelands, and natural areas, and protecting the Lake's water quality, since 1978.

Non-Profit & Community Relations

Although I am trying not to be too picky when seeking a post-graduation job, I have to say that I truly hope to be working in the non-profit sector. My work with Sustain Champlain, The Waterwheel Foundation, and most recently ECHO has only inspired and motivated my passion for non-profit work. The downside to this passion is of course, compensation. Although I do not exactly know what public relations professionals make in the world of non-profits, I suspect there is a wide range of salaries and the entry level positions might leave something to be desired.

Since I started working with Waterwheel I have received e-mails from Guidestar, a resource who's mission is:

"To revolutionize philanthropy and nonprofit practice by providing information that advances transparency, enables users to make better decisions, and encourages charitable giving."

This article, titled, "Think 'People', not 'organization'" , written by Larry Checco of Checco Communications, touched on a few of the topics the community relations chapter mentioned in the textbook. A major correlation is the idea of finding common ground among communities and organizations. This can mean within the community or organization if there is a disagreement or issue, but it can also mean finding common ground in communities that have a working relationship with each other. Focusing on the similarities instead of the difference builds trust, an obvious sign of a successful relationship.

The article also defines an organization as:

"An organization is defined as a social unit of people, systematically structured and managed to meet a need or to pursue collective goals on a continuing basis."

Not very different than my definition of community. 

Checco also mentioned co orientation, without actually saying the word when he talked about the way an  organization treats its employees and how that reflects the way other communities/ organization will perceive them.

"In many respects, your organization's brand is a referendum and reflection on how it treats its people. My experience working with many organizations over the years has taught me that the better an organization treats its people—including employees, customers, clients, and volunteers—the better the organization's brand."