Transforming Public Perception: Strategies for Improving the Image of Inherently Divisive Brands

In today's consumer-driven market, public perception can make or break a brand. Some companies, like police departments, university parking services, and insurance companies, are inherently divisive. Regardless of their policies or values, these services are often met with public resistance. GVSU Parking Services, like many university parking authorities, faces a significant challenge in improving its image among students who view it as an adversary rather than a service. However, with the right public relations (PR) tactics, even these divisive brands can reshape their image, foster goodwill, and build positive relationships with their communities.

Understanding the Divisiveness

Certain brands and services will always struggle with public sentiment. University parking departments across the country struggle with public sentiments among college students. , University parking services are often seen as profit-driven entities that impose fines and restrict parking availability, making them unpopular among students. Many students view parking enforcement as a hassle, leading to feelings of frustration and anger.

The key challenge for these brands is that they often face a public that perceives them negatively, regardless of the intentions behind their actions. However, with effective PR strategies, it is possible to shift this perception and foster more positive relationships.

Acknowledging Mistakes and Embracing Transparency

The first step in transforming a brand's image is acknowledging past mistakes and embracing transparency. If a company makes a misstep, it is crucial to address it head-on with sincerity. For instance, university parking services could publicly address any issues students have faced, such as confusing policies or unfair fines. A genuine apology, coupled with a commitment to address the issues, can go a long way in rebuilding trust.

Transparency is key. Brands must share information about their operations, decision-making processes, and any challenges they face. This openness helps create an environment of trust and ensures that consumers understand the reasons behind certain policies or actions. For GVSU Parking Services, this could involve providing clear communication about why certain parking regulations exist and how the fees are allocated to maintain campus infrastructure.

Engaging in Open Dialogue

Engaging in open dialogue with the public is another critical strategy for improving the image of divisive brands. In an age where social media reigns supreme, creating channels for feedback and communication allows consumers to voice their concerns. This not only helps brands address issues in real time but also demonstrates a willingness to listen and make improvements.

For GVSU Parking Services, a dedicated online platform or social media presence can allow students to share their experiences, ask questions, and express concerns. Parking services could then respond directly, whether through social media posts or in-person meetings, showing that they value student feedback. By fostering an open dialogue, parking services can shift from being seen as an authority figure to a community ally, helping students feel heard and valued.

Demonstrating Social Responsibility

Another way to improve public perception is through social responsibility. Consumers, especially younger generations, are drawn to brands that support causes they care about. By investing in community initiatives, brands can demonstrate their commitment to making a positive impact.

GVSU Parking Services can enhance its image by partnering with student organizations or local charities to support initiatives such as sustainability projects, food drives, or mental health awareness campaigns. This shows that the service cares about more than just enforcing rules – it is actively contributing to the betterment of the campus community. Social responsibility can create emotional connections with students, making them more likely to view parking services positively.

Using Humor and Relatability

Humor can be a powerful tool for transforming a brand’s image. By using humor or irreverence, companies can break down barriers and make themselves more relatable to their audience. This is especially effective for younger audiences, who appreciate a lighthearted approach to serious topics.

University parking services can leverage humor to connect with students. For example, a social media campaign featuring humorous skits about common parking frustrations can both entertain and educate students. Relatable memes or funny posts about parking struggles can humanize the service and make it feel less like a faceless bureaucracy. Humor can also serve as a way to diffuse tension and shift the conversation away from animosity toward understanding.

Final Thoughts

In a world where public sentiment is a powerful force, divisive brands like university parking services must be proactive in improving their image. By acknowledging mistakes, engaging in open dialogue, demonstrating social responsibility, and using humor, these organizations can reshape perceptions and foster stronger connections with their communities.

For GVSU Parking Services, creating a sense of community where students see parking enforcement as a helpful part of campus life – rather than an adversary – is key. By humanizing the service, being transparent, and engaging with students in meaningful ways, parking services can transform negative sentiments into positive relationships. With the right PR tactics, even the most divisive brands can turn the tide and build a brighter, more connected future.

About Sophie

Sophie is a senior majoring in Public Relations and Advertising. This will be her first semester as an Account Executive. After graduating she hopes to find work in public relations that allows her to travel, see the world, and build a career.