Enhancing AT&T’s “Shared Humanity” Campaign (2016)

As AT&T’s PR director in 2016, here’s how I’d continue and enhance the “Shared Humanity” campaign:

Campaign Goals:

• Objectives:
  • Increase brand favorability by 15% within a year.
  • Reduce negative stereotypes about AT&T by 10%.
  • Increase positive associations with “connecting people” by 20%.
• These objectives are measurable and attainable within a year.

Public Relations Programs:

1. Expand Storytelling:
   • Partner with diverse storytellers (artists, filmmakers, musicians) to create content that showcases how AT&T technology connects people across cultures, backgrounds, and distances.
   • Utilize social media platforms like YouTube and Instagram for maximum reach.
   • Partnering with diverse creators strengthens the “shared humanity” message and allows for authentic storytelling.
2. Community Engagement:
   • Sponsor local events that promote inclusivity and connection (e.g., cultural festivals, charity runs).
   • Partner with NGOs working on bridging divides (e.g., digital literacy programs).
   • Ground-level engagement demonstrates AT&T’s commitment to the campaign’s message beyond advertising.
3. Employee Advocacy:
   • Encourage employees to share stories about how AT&T technology connects them with loved ones or facilitates collaboration across diverse teams.
   • Utilize employee-generated content on social media and internal communication channels.
   • Employee stories add authenticity and build trust with the public.

Rationale:

• These programs directly address the “Shared Humanity” theme.
• A multi-platform approach (social media, events, employee engagement) ensures wider reach and audience engagement.
• Focusing on storytelling and user-generated content fosters emotional connection and trust.

Monitoring and Evaluation:

• Track social media mentions, brand sentiment analysis, and website traffic to measure campaign effectiveness.
• Conduct surveys and focus groups to gauge public perception of AT&T.
• Regularly assess progress toward objectives and adapt programs as needed.

Conclusion:

By focusing on genuine storytelling, community engagement, and employee advocacy, this campaign can enhance AT&T’s brand image and foster positive associations with connecting people from all walks of life.