Is Queen Elizabeth II the Top PR Official in England?

Queen Elizabeth II is the current Head of State for the United Kingdom, however, she holds no political or executive power in her own government.  The Prime Minister holds the powers of government, while the Queen simply “…undertakes constitutional and representational duties ….”  Therefore, Queen Elizabeth II acts to connect government with its constituents by focusing on “…national identity, unity, and pride….”  With Queen Elizabeth’s success of connection between the two parties, the populous is given “…a sense of stability and continuity.…”  With limitations on the monarch’s power by the Bill of Rights and other legislation post-civil war, the office has evolved over time into one of internal and public relations.

What do her duties entail?

The Queen often travels throughout the Commonwealth, visiting, observing, and listening to Her Majesty’s people, their needs, desires, and opinions.  The Queen recently traveled to West Sussex where Her Majesty visited a charity called Canine Partners, which focuses on canine training for puppies, service animals, and works with other charities. As shown in the picture above, Her Majesty is observing a puppy training class. After which, Her Majesty went to visit Chichester Festival Theatre, which is “…one of the UK’s flagship theatres, renowned for the high standard of its productions as well as its work with the community and young people.”

The Queen contributes, participates, and visits numerous charities, philanthropies, and organizations which help develop, better, and revolutionize the United Kingdom politically, socially, and economically. These duties prescribed to the office of Queen are extremely important to maintain peace, security, normalcy, and tradition.

PR Scandal that affected the Monarchy royally….

The Royal Family is not perfect. They have had several scandals, including divorce, abdication, and treason. They have gracefully, humbly, and successfully recovered from all despite the effects. Former King Edward VIII married an American woman with no title, no money, and no position in society and who was a divorcee. This was viewed as an error in judgment by the King, which would come full circle as it inspired him to abdicate the throne just as tensions were rising in Europe before World War II. As was later discovered, this would not be the only “error in judgment” made by King Edward. After World War II, a series of documents was published proving his relations, support, and actions to be pro-Nazi, pro-Hitler, and pro-Aryan. The Marburg Files would further tarnish the shine of the Crown, with attributes of treason.  Such attributes, however, did not hinder the Royals in their role in the United Kingdom.

Will the Monarchy survive?

Despite the actual importance, the Monarchy of England is viewed as simply an office of service between the government and the people. The Monarch is now a marionette that is used to benefit the Commonwealth and ensure its survival. Additionally, the Queen has successfully conveyed a recent history of prosperity, unity, and peace, which has willed the people of the world to fall in love with the Royal Family and their every move, causing them to be revered more as celebrities than as heads of state. Therefore, I do personally believe that the monarchy will survive if they can continue to deepen, personalize, and romanticize their relations with the public. With their success in this, they will forever rule as the Head of State, Queen/King, and the biggest Public Relations Officer in the United Kingdom.

 

Emily Williard is an exchange student, currently studying public relations at Ulster University, as part of her degree in Public Relations at Appalachian State University in the US. She can be contacted on Instagram at emilee_5 or LinkedIn at https://www.linkedin.com/in/emily-williard-0196a4151.

Dior Catastrophe With Cara Delevingne

WHAT DID DIOR DO WRONG IN THIS CAMPAIGN?

 Dior has successfully gotten international media coverage about their new Capture Youth product with the face of the product being Cara Delevingne. The response to Dior’s selection of a 25 year old model/actress, Delevingne, was definitely not the coverage or reaction that they expected. The target audience of this product is not having it, and quite an uproar has commenced with all different generations expressing feelings of confusion, anger, and hurt. Women of all ages say that Dior missed the target audience by selecting Delevingne to head the campaign because she’s too young, she doesn’t have any wrinkles, and they have nothing in common with her.

In fairness I can certainly see why Dior might have thought it was a good idea to have a beautiful 25 year old woman as the face of their campaign, but their obvious message, if you use our product, this is the results that you’ll get – the flawless look of Cara Delevingne, is so far out of the realm of reality as to be absurd. Now that being said, can we just talk about all the different ways Dior’s PR with this campaign was a huge flop? Dior’s intended audience is women who have wrinkles, so clearly women pushing mid-thirties and beyond. That makes sense; this is the correct target audience. These are the women who are going to be buying this product with the hopes of seeing less wrinkles and a younger face. Dior needed to be a little more realistic… no matter how much of this cream women in their target audience use, they are never going to look like Delevingne, someone who hasn’t lived long enough to have any wrinkles, so why piss off and offend your target audience? Delevingne would be perfect if you were targeting audiences who consisted of teenagers and twenty year olds. At least then Delevingne would give an accurate and more realistic product testimony on what the product did for her and could do for them. Dior’s target audience is not going to take this product seriously because they’re not seeing someone their age “using” it and showing the “amazing” results. The lack of common ground they have with Delevingne when it comes to products like this is decades’ worth. There is just absolutely no way that she can give a product testimony that will actually persuade the target audience to take this product seriously and to actually try it. Rightfully so.

You wouldn’t see Clinique release some product aimed at twenty year olds with Jennifer Aniston as the face of their campaign because the product doesn’t relate to Aniston and Aniston doesn’t relate to the target audience. (Still a huge fan of Jennifer, goals.) I honestly don’t understand how Dior thought this was a good idea. How did they not see the problems that would come from this? It was a good try, Dior, but better luck next time. Next time go with Jennifer Aniston or someone equally as beautiful and equally as mature. At almost 50 years old, Aniston is the beautiful woman whom your target audience would’ve related to the most and would’ve sold the product better.

INSPIRATION THAT DIOR CLEARLY NEEDED

 I guess it was wishful thinking that Dior paid attention and took notes from past campaigns that were successful. Let’s take a look at Aveeno’s 2014 Positively Radiant Face Moisturizer with Jennifer Aniston as the face of the campaign.

Younger and older generations look at Jennifer Aniston as a beautiful, successful, glowing woman. In the commercials you see Aniston’s face literally radiating with a healthy, young, and wrinkle free look. Yes, we know Photoshop has a lot to do with lack of wrinkles and the exuberant radiant look on her face, but when people see that commercial, that is not the first thing that comes to mind. The first thing that comes to mind is, “Wow, she looks absolutely stunning. I need to use whatever she’s using.” Next they see and hear Aniston’s product testimony on how that specific product is what made her face look so flawless on top of radiant. I mean, why would the target audience not buy and use a product that looks like it has successful results with a ‘credible’ product testimony?

DIOR’S NEXT STEP

Dior is one of the most well-known and respected brands in the world, so no matter how horrible this campaign went, they have the chance to really fix this. They could partner Delevingne up with an actress or model who is older and produce a short film. In the short film they could have a woman reminiscing about her younger days with her young, radiant, and smooth looking skin. Her younger self could be portrayed by Delevingne and have the more accurate representative talk about how well the cream has worked to getting back to her old skin.

No matter what Dior chooses to do next in response to this campaign, they better go at it with a more conscious and sensitive approach. Audiences don’t like to be lied to or insulted, and with this campaign Dior tried to do the former and succeeded brilliantly with the latter. It remains to be seen whether their reputation is injured beyond repair. After several decades of selling fine cosmetics, I tend to think they can rehabilitate their reputation, but this kind of campaign can’t be ignored. The modern consumer is a lot more intolerant of such antics and companies, like Dior, can quickly find themselves in quite a fix. A repeat performance may have women permanently abandoning the brand altogether in favour of a more respectful vendor.

 

Emily Williard is an exchange student, currently studying public relations at Ulster University, as part of her degree in Public Relations at Appalachian State University in the US. She can be contacted on Instagram at emilee_5 or LinkedIn at https://www.linkedin.com/in/emily-williard-0196a4151.