Red Cross Public Relations: Strategies and Failures

Red Cross Public Relations: Strategies and Failures

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).