Spokespersons in Media Campaigns of Non-Profit Organizations
Zaštitna lica u medijskim kampanjama neprofitnih organizacija
Abstract
The subject of this research is how spokespersons can be used in campaigns of non-profit organizations, with a goal to increase their visibility and gain public support. Namely, many companies employ celebrities for their media campaigns as protagonists and promoters of brand values. With their appearance and engagement, celebrities transfer part of their image and credibility to the brand, which widens and enriches the field of associations which brands trigger in consumers‘ conscience. Non-profit organizations could get similar benefits out of these campaigns. In a society where there is a certain level of fascination with celebrities, i.e. celebrity culture, their influence can be used not only to attract attention to the goods, but also to ideas. The goal of the paper is to show how spokespersons can influence behavior and attitudes of the public by participating in media campaigns, and also the important aspects of choosing a spokesperson. The paper is supposed to be a starting point for practitioners,so they can design creative ideas based on this technique on the non-profit organizations market, especially in Serbia.
Apstrakt
Predmet istraživanja u ovom radu je način na koji se zaštitna lica mogu iskoristiti u kampanjama neprofitnih organizacija, u cilju povećanja njihove vidljivosti i sticanja podrške građana. Naime, mnoge kompanije za svoje medijske kampanje angažuju slavne ličnosti kao protagoniste i promotere vrednosti brenda. Oni svojom pojavom i angažovanjem prenose deo svog imidža i kredibiliteta na brend, čime se širi i obogaćuje polje asocijacija koje brend izaziva u svesti potrošača. Neprofitne organizacije bi na sličan način mogle da imaju korist od ovakvih kampanja. U društvu u kome postoji kultura slavnih, to jest, izvestan nivo fascinacije javnim ličnostima, njihov uticaj se može iskoristiti ne samo za privlačenje pažnje na robu, već i na ideje. Cilj rada je prikaz kako zaštitna lica učešćem u promotivnim medijskim kampanjama utiču na ponašanje i stavove građana i na šta je potrebno obratiti pažnju pri izboru zaštitnog lica. Rad je zamišljen tako da bude polazna osnova za praktičare za osmišljavanje kreativnih ideja za primenu ove tehnike na tržištu neprofitnih organizacija, posebno u Srbiji.
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