Can Proactive Communications Modify Behavior?

We know proactive communications programs can have a significant impact on the behavior and actions of the target audience.  Educational campaigns are a staple in the PR industry.

I found an unusual twist.

I was in a store in downtown Flagstaff not too long ago and was intrigued by some letters that were posted near the entrance door. I was thinking I’d be reading a U.S. Mail version of Yelp reviews or other thank you letters from satisfied customers.

What I found was unexpected.  Each letter related to someone who had been convicted of shoplifting from that store.  One letter was from the Coconino County Courts outlining to the proprietor how the shoplifter had been remanded to a diversion program. There were several others that were hand-written letters to the store expressing their sorrow and stupidity for having stolen from the store and how they’d make restitution.  Likely all court-ordered.

It was sort of like a reverse point-of-purchase communication program.

At a time when online customer reviews are rampant, this was an unusual approach to showcasing customers expressing something completely different.  Hopefully it works!

To learn more about how a well-planned and executed proactive communications campaign might benefit your business, click here.

And don’t leave a store with items you haven’t purchased.