Hotline

Hotlines provide customers and concerned citizens easy access to seek information or express opinions to businesses, government agencies, and [Page 425]nonprofit organizations. Hotlines originated as 1–800 numbers to replace personal letters from customers who wrote to obtain information or express concerns. Savvy businesses realized that customers might wish additional information about products or services. So hotlines were established to make it easy for a customer to call an expert to seek advice on the use of a product or to solve a problem relevant to a product or a service (e.g., insurance policies). Government organizations and nonprofit organizations soon recognized the virtue of this kind of constituent contact.

This public relations tool started with the telephone and migrated to online status. For instance, today a customer is likely to find useful information on a home page, in a chat room, or through a “contact us” link.

Hotlines play a vital role in people's lives. Imagine a young couple who is obligated to prepare a holiday meal for family members or friends—or both. Early on the morning of the event, for instance, the couple comes to grips with the reality that they have a very large, frozen turkey that is far from being easily and readily prepared for that delicious meal they imagined—based on their recollection of “Mom's” holiday table. Now, the couple might call Mom. That would admit the truth that the couple is poorly prepared to deal with the realities of life at the holiday season. So why not call the company that harvested and sold the turkey? Or perhaps, it is wise to go online for advice. Should the package wrapping that plump turkey have a 1–800 number printed on it so that young cooks can talk to an expert regarding how to prepare that magical meal that appears so easy when Mom fixes it? Should there be a Web address printed there to expedite customer contact?

The reality of this type of public relations tool is that companies (and other organizations) are wise to make an easy and useful communication link with customers. Network theory advises that the easier information is to acquire, the more likely people are to obtain and use it to reduce uncertainty and feel a sense of accomplishment— self-efficacy. They feel empowered. More than merely customers, they are valued customers. Customer satisfaction is more than a buzzword; it is a commitment.

This public relations tactic can be used to ease communication with members, donors, activists, media, employees, students—all stakeholders. Not only does the link allow for information to be sought but also for information to be provided and opinions to be expressed by the outsider. Concerned citizens need a number to call if they are worried about their health or safety because of a company's operations. Government agencies can use the channel to provide as-needed information to citizens. At tax preparation time, for instance, the Internal Revenue Service can use this type of link to assist taxpayers. This is also a valuable tool for activist groups and other nonprofit organizations, by opening a channel for people to seek information and to voice concerns, and also can serve as a recruitment tool for new members.

...