How do you Keep the 99% Alive?

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When people hear, “We are the 99%” they know that you’re referring to the Occupy Wall Street (OWS) Movement.  I studied sociology in university and have a keen interest in causes where social disparity is the main focus, so I followed the rise (and eventual fall) of the OWS closely.  We all have our ideas of why OWS was slowly forgotten about after the last of the protests were broken up.  I think it was the lack of organization and concrete demands, along with the shift in public image from one of Robin Hood public crusaders to fringe protesting lazy free-loaders (which even those in vehement support of the movement would not want to be associated with).  

                                                     Video Credit YouTube 

If we were to look at this from a purely PR perspective it was missing the A and E from the RACE formula.  The research and communication components of the campaign were done very well.  There was so much valid information the OWS movement did a wonderful job of spreading to people all over North America and beyond.  It became very difficult for anyone to ignore the astronomical socioeconomic gap between the elite and the rest (majority) of the population.  During the original protests the public was inundated, via all major communication channels, with the movement’s message.   

Let’s look at action and evaluation.

By bringing attention to the inequalities prevalent in capitalist societies the OWS may have hoped their adversaries would freely change, but engaging your adversaries is not often an effective PR strategy.  There were no real demands or suggestions for their supporters or neutrals.  When the current campaign stopped being effective the group didn’t do a complete assessment and evaluation of what worked and what didn’t.  And because of that they just continued on with their failing approach.  Although I have complete adoration for the OWS’s message of equality, communication, love and community I didn’t know what I could do to help make a difference, nor did I see how camping out somewhere would bring about lasting change.       

Ultimately, for a campaign to be successful you must employ the RACE formula, and ensure you revisit it for the duration of your campaign because it is cyclical.  I believe to have the movement continue there must be a shift from the original awareness campaign to one of a call to action through specific demands/requests.  They have already engaged their supporters and persuaded neutrals to become proponents of the campaign.  They now must regroup and reengage and tell their audiences what to do–such as boycott products and services, change their consumption habits (with specific examples), sign petitions, force their local politicians into action, and debate.      

When you see things the OWS movement was trying to prevent through their protests occur, such as doubling federal student loan rates, a new strategy must be implemented.  Otherwise, the protests, arrests, and awareness campaigns become nothing more than a wildly successful PR stunt of the past.   

The recipe calls for 3 cups reputation, ¼ cup engagement, and a dash of edginess…

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Although researchers at The University College London are claiming that ‘happy accidents’ a.k.a. serendipity moments are no accident, it does not mean you can rely on them to make your PR campaign an effective one.  There is definitely some great timing required which you can chalk up to luck, but unless you have a well-researched and planned out campaign all of the luck in the world isn’t going to help you.  With the added pressures of budget and time restraints a PR pro cannot afford anything other than getting their campaign right the first time.

Luckily there are a multitude of methods you can employ, which are completely customizable, to get you the most salient data for your campaign.  If you are trying to examine a particular issue, or discover something then you may want to employ primary research methods such as surveys, interviews, polls, and focus groups.  These are usually quite expensive, and if sample size, question format, or quantifying subjective ideas so they can be measured is not done correctly you will not get accurate results.  Most of us use secondary research in our daily lives when we look at existing data and information, and using it for a PR campaign is just as effective.  These campaigns cost much less, trends are apparent, you get extensive information in large areas, and data is easily measured. 

Regardless of which method you choose you will be conducting research for the same reason.  You want to know who you publics are, how they feel, what’s important to them, thereby where you should focus the most time, money, and energy.  The formative research is the difficult part, but it is going to ensure you are running your campaign effectively and efficiently.  Without completing the formative research you run the risk of missing your target audience, sending them the wrong message, sending them extraneous and irrelevant information (zero value added at a high cost), and having your product/brand ignored.  When you put the effort into doing the appropriate research and correctly interpret your results this translates into the most tangible measure – dollars and market share.  Your social media presence and popularity can be measured by social media measurement tools, a positive reputation and customer loyalty will endure long after your campaign has ended.   Once your campaign has been completed you will do some evaluative research, which is especially important if your campaign is not as successful as anticipated.  This will provide you with invaluable secondary research for any future campaigns, and a great opportunity to learn from your mistakes. 

There is no measurable combination of qualities that will determine how your PR campaign will turn out.  What from outward appearances seems to be completely subjective – perceptions, opinions, ideas, and beliefs can be quantified.  This is done through (proper) research.   You only make the sophistication of the extrapolation, interpretation, and translation of that data look like luck because you were so prepared.