This campaign is an illustration of the application of one Grunig and Hunt’s model of PR, which is the two-way symmetrical model. Lattimore et al. (2011) state that this model depicts a public relations orientation in which organizations and their publics adjust each other and it focuses on social science research methods to achieve mutual understanding. In this case study, strategic research is utilized to determine the public’s attitude. Particularly, the Razor agency started the campaign by a conversation through Nike’s fanpage on Facebook, asking female to share their problem on running (Marketing 2013). Then, the agency discovered the truth that woman often run alone and they were always affected by the fear that prevent them from achieving their goals by themselves. Understand the public, Razor and Nike created a running community for female runners. It is clear that in this case study, the public concern is about female’s problem on running alone and ‘She runs the night’ is immediately created to address that concern.
The video produced by AdNews (2012) explores the magnificent result that after four months fifty thousand strong community was built, meaning that they had certainly achieved mutual understanding as well as the respect with their public.
Social learning theory
The tactic of using five real female runners as the campaign’s ambassadors is put under consideration as the application of the social learning theory. Lattimore et al. (2011) indicate that this theory attemps to explain and predict behavior by looking at another way individuals process information. Personal example is one factor that making receivers acquire new behavior which means people can learn new behaviors merely by observing others ( Bandura 1077). Those runners were appeared in the campaign’s posters, advertising, video clips talking about their own running experiences and asking other women to share stories and running difficulties. They were also the host of weekly running club to encourage other women to become parts of the community (BizCommunity 2013).
Social exchange theory & celebrity endorsement
She runs media launch event.
Ellie Gloulding , singer.
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