Uses and Gratifications Theory

Uses and Gratifications Theory states that people are active users of media and select how they will use it. For example, one person may choose to get their daily news from the newspaper, while others will find news sources on the internet or television.

Product (RED) partners with a wide array of companies, including Starbucks, Dell, Gap, and Converse. (RED) also uses many different forms of media,such as Twitter, Facebook, Blogs, and Myspace. This insures that (RED) is reaching a diverse audience.

• Facebook has many (RED) "profiles".

• From Starbucks to skateboards(RED) is targeting many audiences.

Product (RED) is PARTNE(RED) with nine different brands to reach one aim: A global fund to fight AIDS, Tuberculosis, and Malaria.
The top nine brands urging consumers to "DO THE (RED) THING" for the campaign are:

• Apple
• Dell
• Converse
• Starbucks
• Windows
• Hallmark
• Emporio Armani
• Gap
• American Express

For further information visit thewebsite.

To get further information about the '(RED) idea', the (RED) website provides recent news updates and links to their blog.

When it comes to Public Relations it is (RED)'s job to reach as many audiences and provide information in as many ways possible that can be easily accessible for supporters and consumers.
For example, (RED) has over 25 different Facebook profiles/groups created by various creators, each having 30-1,500 members. The (RED) Blog, for instance, has had over 514,400 visitors since May 17, 2006.

Written by Kristen Hedges

Two-Way Symmetrical Model

The two-way symmetrical communication model uses communication to negotiate with publics, resolve conflict and promote mutual understanding and respect between the organization and its publics. In this win-win model, the organization and their publics adjust to each other. A two-way symmetrical public relations plan relies on honest, open communication and requires that both sides be willing to adjust to the other. This model also requires mutual respect and efforts to achieve understanding on behalf of both parties. In general, two-way symmetrical communication is like a respectful, open conversation between the organization and its publics.

Project (RED) utilizes the two-way symmetrical model of communication in its social media campaign. The example that our group has chosen to illustrate the two-way symmetrical communication model is Project (RED)’s Twitter account.

Project (RED) and Twitter
@joinred is the (RED) campaign’s Twitter account. Twitter is a free social networking service that allows its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 characters in length. Twitter users share anything from twitpics (pictures) to interesting URLs and news stories. In some cases, Twitter users follow the updates of causes they believe in. Organizers have capitalized on this technology and some have started using Twitter as a real-time conversation between themselves and their publics to gain interesting and useful feedback about their audience. Project (RED) is no exception.

@joinred has 1,950 following and 1,972 followers. This nearly one-for-one ratio suggests that the Twitter account is an example of the two-way symmetrical model because the organizers are interested in starting a conversation to find out what their publics want. By following the users that follow them, @joinred organizers can gain a sense of the things that their users are interested in and use that information for future research and campaigning. Furthermore, @joinred organizers have started open conversations with their publics regarding the (RED) campaign and its future.

-Example: @joinred: “We’re curious…what other products or services do you think we should consider turning (RED)?” (March 26, 2009)

This example clearly shows that (RED) organizers are interested in involving their publics with strategy and marketing decisions, especially regarding Product (RED), the consumer side of the (RED) campaign. This example of using social media to follow the two-way symmetrical model of communication has proven integral thus far in the campaign and will undoubtedly continue to do so.

Written by Logan Juve

Elaboration Likelihood Model

The Elaboration Likelihood Model says that people are often influenced by repetition of a message, highly credible spokespeople, or tangible rewards. The Elaboration Likelihood Model encourages people to think about an issue by making it worthwhile. Even though people do not necessarily want to think about AIDS in Africa, Product (RED) uses repetition and popular spokespeople to deliver the message.

The example that our group has chosen to illustrate the Elaboration Likelihood Model is idea branding through consumerism and celebrity endorsements.


Product (RED) is a celebrity driven business model created to raise money for the Global Fund to help African AIDS programs. It is founded by Bono and fund-raiser Bobby Shriver. Bono is seen frequently in the media due to his popular status in the music industry and his involvement in charity work. He is the main vocalist of the Irish rock band U2. He is also a leader in the fight against poverty and hunger and is especially recognized for his activism in Africa. Bono’s involvement gives Product (RED) a huge advantage due to his fame. Bono is an influential celebrity who has contributed a lot to Product (RED) and its success.

Celebrity endorsements:
There are many celebrities who endorse (RED) products. Celebrities can be seen promoting Product (RED) through
• advertisements
• public relations events
• clothing lines

Celebrities are credible sources that many people admire; therefore knowing that they support this cause influences other people to think about Product (RED) and its message. Celebrities are powerful sources in the media.

Idea branding through consumerism:
The (RED) image has been distributed all over products including clothes and technology. People recognize the brand (RED) logo because it is placed on a wide variety of products. People have become familiar with this logo and are beginning to understand the (RED) message through repetition.

Idea branding through consumerism and celebrity endorsements have encouraged the public to think about Product (RED) in their everyday lives.

Written by Laura Modjeski

Public Information Model

Public Information is one of the four models of Public Relations. The main objective of this model is its intent to inform its audience rather than to push for more publicity or promote its message and products. Public Information is often for nonprofit organizations, along with governmental and educational institutions. This model strives to provide information, which may not be fully researched, but that interests the public and grabs at their attention. A main characteristic of the Public Information Model is its one-way communication.

The Product (RED) Blog is a perfect public relations use of the public information model. It fulfills the requirements of informing the audience, provides interesting facts and links, but doesn’t give the opportunity for feedback from the public.

The Product (RED) Blog is updated almost daily and has drawn nearly 520,000 visitors since May 2006. The main purpose of the blog is to provide detailed updates about the campaign through posts.

Some examples of Product (RED) Blog posts are:
-“Saluting Sylvia”: The story of a HIV positive woman in Swaziland who has received grant funds from Global Fund.
-“New Gap (Product) Red Tees Available”: Represents how (RED) products are working towards the cause.
-“Millions of people alive today thanks to programs financed by the Global Fund”: Shows the difference made by the campaign and how the public can help.

Some of the posts provide videos that show people getting involved and promoting their support for the (RED) campaign.

The blog also offers multiple links to important, related sites:
- Product (RED) websites
- Global Health Fund
- (RED) Facebook
- (RED) Myspace
-Includes links to all the Product (RED) websites.

The Product (RED) Blog is a great source of information for the public to turn to for updates and related organizations, but there is no opportunity for the audience to contribute input and ask questions. (RED) Facebook, myspace, and twitter are the websites for audience interaction and participation, which would lead to the two-way symmetrical model.

Active bloggers and Product (RED) supporters can count on the (RED) blog as their main source of information and updates on the organizations progress. The blog continues to advance and the number of viewers will continue to as well.

Click here to check out the Product (RED) blog.

Written by Ashlea Holcomb

Social Exchange Theory

The Social Exchange Theory uses a cost versus benefit analysis to predict behavior based on rewards and costs of the decision. People will factor in the consequences of their behavior before acting in order to keep costs low and rewards high. If a decision has an option with low costs and high benefits, the person will choose that action. Product (RED) has created products that give the consumer high levels of both tangible and intangible benefits with a low monetary cost.

Product (RED) uses their logo on a variety of products that are available for purchase. Some examples from the extensive list of (RED) products available include:

• iPod
• Dell Computers
• American Express Credit Cards
• Gap T-Shirts
• Starbucks Gift Cards

A full list of products available can be found here

When a person owns and displays their (RED) merchandise, it shows their knowledge and concern for the cause, as well as a sense of globalism. The consumer also gets the direct and simple benefit of obtaining a new physical product.

In addition to the obvious tangible rewards, owning and displaying (RED) merchandise provides intangible rewards such as:

• Social recognition
• A sense of belonging to a larger cause
• A general good feeling because the consumer is helping the organization
  

These (RED) products are well known and highly recognizable so most people can identify the cause, which adds to these intangible benefits.


Written by Amy SantaMaria

Celebrity Endorsements

(RED) Celebrities

Benicio del Toro Christy Turlington Helena Christensen
Bono Common Jennifer Garner
Chris Rock Damien Hirst John Legend
Elle Macpherson Giorgio Armani Julia Roberts
Michael Stipe Penelope Cruz Russell Simmons
Scarlett Johansson Scissor Sisters Steven Spielberg
The Killers

Product RED

Click here to find out about Product RED.