The role of PR in contemporary business has expanded beyond that of a boundary spanner; rather, it now absorbs the stakeholder into the organisation and attempts to influence and be influenced by their individual values and viewpoints, rather than merely facilitate basic interaction. By stepping out of the traditional constraints of public relations, it becomes easier to relate to the communities the organisation relies upon, and to facilitate two-way symmetrical communication and principle exchange.
Wednesday marked the end of Meridian Services' BUSTED Roadshow, a three-day collaborative effort with Nova 93.7 and Jiffy Foods to promote anti-theft initiatives on commercial and residential building sites around the Perth metropolitan area. Originally operating under the moniker 'Name and Shame', the subsidiary of Meridian Services is supported by the four 'big builders' (JWH group, ABN group, Summit Homes and BGC) and looks to stamping out theft and illegal dumping once and for all.
The roadshow moved between sites in the northern, eastern and southern suburbs and gave out promotional material about the initiative, as well as providing builders and supervisors, many of whom did not realise how affected they are as stakeholders, with face-to-face interaction. The value of developing such a rapport has historically been overrated by big business; in the 1890s, when corporations were first granted the status of 'person' by the courts, they could not understand why they were still being treated with suspicion by their constituents.
As I mentioned previously, Meridian Services splits their
resources between 4 different brands, designed at achieving varying
purposes according to their designated stakeholder groups. BUSTED targets those on the ground, the tradies who have their tools stolen and are set back weeks and even months by unsanctioned actions of third parties. These parties understand how the costs of site theft and delays in building time ultimately cost the consumer or the homebuyer, and are wholeheartedly committed to helping BUSTED's success.
If you look at traditional PR within a business, the practitioners for the most part act as 'preachers', seeking to communicate their organisation's values to the surrounding publics. BUSTED's movement amongst its stakeholders, coupled with tactical use of modern engagement techniques gave BUSTED a face, rather than just a name, to those it is trying to help. I spent almost ten minutes speaking to two site supervisors who were amongst the most passionate supporters of the program I've ever met; the conversation stretched from tattoos to building experience to the footy, with each topic tying back to the problems caused by site theft and crime. This alone signified how prevalent the common problem was, and how in-tune so many publics are to creating change for the long-term.
Currently I'm undertaking the follow-up to the roadshow: drawing up lists of those with whom we interacted, calling and emailing each company and subsidiary and monitoring and updating the various social media mediums used by the company. The traffic and interest shown in BUSTED has increased dramatically in the immediate days following the roadshow; only time will tell, however, if the roadshow and all that stands behind it will make a lasting impact on the reduction of site crime.
From what I've seen of my fellow interns, each journey is progressing differently, with many having finished their internship and some barely started. To all of you, my advice is this: if you are granted ANY opportunity to have direct and meaningful contact with your stakeholders, TAKE IT! If you are not, CREATE THE OPPORTUNITY! There is no limit to what can be learned and what can be imparted with face-to-face communication.
Cannot wait to read further updates from you all!
Phoebe
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