Red Cross’s development of consumer relations and marketing successes has been achieved primarily through several public relations tactics such as online word of mouth, media sources, internet, publicity, integrated marketing communication, awards and online word of mouth (Lattimore et al, p.280, 2004). Online word of mouth has succeeded primarily through Facebook and twitter. The Red Cross has used social mass media to create and nurture relationships with the publics, volunteers, community, and the media (Suen, 2002). Social media have facilitated efficient service, provided more coverage, and enabled sufficient feedback. Its usage has also exhibited dialogic doctrines, control mutuality and communality (Lattimore et al, p.280, 2004).
Publicity-wise, the Red Cross has used the tactic to encourage volunteers and donations (Suen, 2002). It has several times assembled an advertising initiative that attested to be exceptionally effective through Posters (represented persuasive and widespread components of the campaign), Newspapers (countless newspapers and enterprises generously provided public service advertising funding), and Public speaking (Lattimore et al, p.280, 2004).
The Red Cross has also used special event fundraising to raise essential financial support for their endeavors (Suen, 2002). Public consciousness and involvement in their causes increased public visibility for the sponsoring of charity (Lattimore et al, p.280, 2004). Through that they got to provide active roles for volunteers, leadership development and training, cultivated new prospects and improved donor relations.
They have also used Integrity marketing communication through creating yearly integrated marketing campaigns (Suen, 2002).
The Red Cross has also used awards as a public tactic (Lattimore et al, p.280, 2004); it yearly recognizes volunteers at the Annual meeting and volunteer appreciation event. The ICRC which stands for the International Red Cross and Red Crescent Movement alongside the (IFRC) International Federation of Red Cross ,has been the most honored society within the movement and one of the most commonly renowned organizations in the globally, having been awarded several Nobel Peace Prizes in 1963,1944 and 1917 respectively (Suen, 2002).
The hurricane Isaac and super storm Sandy hurt the Red Cross in terms of public relation tactics. As it is norm. The Americans sent millions of dollars to the Red Cross society, assured their money would assist in providing aid through the Red Cross. They were mistaken. The Red Cross absconded major elements of its mission after Isaac and sandy, leaving behind acrimony and a trail of unmet needs, according to an enquiry by ProPublica.
The charity’s faults were evident in private reports and personal emails, as well as first hand narrations from recent and past disaster relief experts. To add insult, Red Cross officers at state headquarters in Washington, D.C. added the charity’s incompetence to provide relief by averting assets for public relations usage, as one internal report relays. Distribution of relief provisions were politically driven, supervisors instructed lots of trucks to be driven around and emergency vehicles were taken away from assisting the people affected and allotted to serve as settings for media conferences, annoying disaster responders at the scene.
After the disaster, the red cross issues problems left victims in serious circumstances and vulnerable to harm. Handicapped victims been given proper cots and sex offenders were around the children all because the organization did not follow the right procedures.
According to relevant sources, the Red Cross lacked basic supplies issue to the affected in the days just after the disasters. In other instances when supplies were abundant, they wasted since it could not find the individuals who needed them (Suen, 2002).
News streaming through the social media, internet, media houses and word of mouth (Lattimore et al, p.280, 2004),showed that the topmost Red Cross officials were only concerned about the look of aid, not actually delivering it which is in every sense demoralizing.
Anastasia Suen (2002) The Red Cross. New York: Power Kids Press.
Dan Lattimore; Otis W Baskin; et al (2004) Public relations: the Profession and the Practice. Fourth edition page. 280. New York: McGraw-Hill,