Make a message reliable is not that difficult

I discovered that using partnerships help the brand enhance the campaign’s credibility, especially when the brand does not have the expertise on the problems that are tackled in the campaign. I had this knowledge during the planning of a haircare brand's public relations campaign that solved the mental health problem among its target publics. As Dr. Long recommended, the partnership was the strategy we needed to enhance credibility, make our campaign’s message more persuasive.

Partnership refers to a mutually beneficial relationship, in which the firms share their resources with others to achieve the same objectives (Brinkerhoff 2002). The effectiveness of partnerships has been widely studied. Since all brands specialize in some specific field only, and through partnership, the brand’s strength can be complemented by others (Macdonald & Chrisp 2005). Kim and Choi (2012) found that credible sources make the message more persuasive. The partner acts as a source of credibility in the campaign since it has expertise in the field (Arnold 2012). People have a tendency to trust and rely on trustworthy figures (Greer 2003). Consequently, consumers’ attitudes are positively influenced, leading to changes in their behaviors and increase purchase intention (Olubunmi, Ofurum & Tob 2016).

By acquiring this knowledge, I understand that using partnerships helps the brand achieve the persuasive outcomes that are unable to achieve alone. I will apply this in my next public relations campaign in the Foundation of Public Relations course by partnering with Sunny Care- a psychology institution, so that the haircare brand’s campaign can solve the mental health problems among the target publics. Therefore, the mental wellness message can be conveyed effectively, and persuasively. When launching other marketing campaigns, I definitely think about partnering to get the persuasive effect on the audiences' behaviors.

References:

Arnold, S 2012, ‘Constructing an Indigenous Nordicity: The ‘‘New Partnership’’ and Canada’s Northern Agenda’, International Studies Perspectives, vol. 13, no.1, pp. 105-120, viewed 9 January 2022, Oxford Academic database.

Brinkerhoff, JM 2002, ‘Assessing and improving partnership relationships and outcomes: a proposed framework’, Evaluation and program planning, vol. 25, no. 3, pp. 215–231, viewed 12 January 2021, ScienceDirect database.

Greer, JD 2003, ‘Evaluating the Credibility of Online Information: A Test of Source and Advertising Influence’, Mass communication & society, vol. 6, no. 1, pp. 11–28, viewed 9 January 2022, Taylor & Francis Online database.

Kim, S & Choi, SM 2012, ‘An Examination of Effects of Credibility and Congruency on Consumer Responses to Banner Advertisements’, Journal of Internet commerce, vol. 11, no. 2, pp. 139–160, viewed 9 January 2022, <https://www-tandfonline-com.ezproxy.lib.rmit.edu.au/doi/pdf/10.1080/15332861.2012.689565>.

Macdonald, S & Chrisp, T 2005, ‘Acknowledging the Purpose of Partnership’, Journal of business ethics, vol. 59, no. 4, pp. 307–317, viewed 29 November 2021, ProQuest database.

Olubunmi, AP, Ofurum, O & Tob, LE 2016, ‘Persuasive Communication Strategies: Pictures, Source Credibility and Fear Appeals’, Research Journal of Mass Communication and Information Technology, vol. 2, no.3, pp. 1-9, viewed 9 January 2022, <http://iiardpub.org/get/RJMCIT/VOL.%202%20NO.%203%202016/Persuasive%20Communication%20Strategies.pdf>.