Singpost caught in vandalism act!

I have to learn about PR in my Poly times - how PR professionals help companies solve conflict, how they help to enhance how the publics (customers, shareholders, investors, etc.) see these companies.

PR is a useful tool - especially since it is (mostly) free and thus cost-effective - but I've learnt that not all PR plan works, if the PR person did not anticipate problems and prepare for Plan B.

One that doesn't work is the SingPost "acts of vandalism" on mailboxes (click on link to read more). It has used graffiti as a viral marketing effort which many has said "did not sent out the message".

In line with this week's reading, Joy Chia talks about how the public relations profession will remain relevant if it continues to adapt its practice to respond to new wats to capture the public's attention, and to be collaborative with multiple parties and stakeholders to achieve the best possible outcomes for organisations and society.

Likewise, Singpost is using a new way to attract attention - viral marketing. it refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses.

In my opinion, it will work to the company's advantage if the buzz is appropriate. If not, it will only create unwanted attention

But still, bad publicity is better than no publicity, no? What do you think?

(Read before Week 2:
1. Understanding Twenty-first Century Public Relations - Joy Chia AND 2. Trends and Developments - Joy Chia)