An Empirical Study of the Effectiveness of Public Relation Campaigns of Rescue 1122

Abstract

This survey study evaluates the PR efforts and strategies of Rescue 1122 in informing people of their services and projecting and cultivating a positive image of Rescue 1122 in the minds of the public. The study used the Lindenmann Model (Lindenmann, 2003) of PR evaluation comprising of three steps: outputs, outtakes, and outcomes. The sample of 300 was randomly taken from the two towns of Lahore. Output was measured in terms of information disseminated regarding the services and facilities offered by Rescue 1122 and were found to be very effective. Majority of the people seemed to be aware of the systems, services and area of operation of Rescue 1122. The outtakes, referring to awareness, comprehension and attitude about 1122, were also found to be effective. The PR department is successful in convincing people that Rescue 1122 is a force of highly professional, competent, and committed people. They have achieved the desired level of comprehension and have shaped positive attitudes in the public very efficiently. The outcomes, referring to the changes in behavior of the people and positive image of Rescue 1122, were successfully achieved. However, the PR efforts were unable to convince people of saving ICE numbers in their cell phones.