Hotline

Hotlines provide customers and concerned citizens easy access to seek information or express opinions to businesses, government agencies, and nonprofit organizations. Hotlines originated as 1–800 numbers to replace personal letters from customers who wrote to obtain information or express concerns. Savvy businesses were among the first organizations to realize 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 service, such as might occur with an insurance policy. Government organizations and nonprofits soon recognized the virtue of this kind of constituent contact.

Hotlines can play a vital role in people's lives. Imagine for a moment a young couple who obligated themselves to prepare one of the major holiday meals for other members of the family or friends—or both. Early on the morning of the event, the young 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 just call Mom. But that might mean admitting the truth: 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? Should the package wrapping that plump turkey have a 1–800 number printed on it so that the young cooks could talk to an expert regarding how to prepare that magical meal that appears so easy when Mom fixes it? Realizing the marketing and customer relations value of such a number, poultry companies proudly display “1-800-Call-Turkey.” Frontline companies committed to customer relations print such numbers to give customers access to expertise.

The backs, sides, tops, bottoms, and fronts of packages now routinely include that magical 1–800 number or the even more modern version: an e-mail or a Web site address. The reality of this public relations tool is that companies 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 able to reduce uncertainty and feel a sense of accomplishment—part of what is necessary to build a mutually beneficial relationship. They also feel included in the organization. They are more than a customer; they are a valued customer. Customer satisfaction is more than a buzzword; it is a commitment indeed.

This public relations tactic can be used to ease communication with members, donors, activists, media, employees, students, and all of the stakeholders in a long list. Not only does the link allow for information to be sought, but 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 information to citizens in an as-needed basis. At tax preparation time, for instance, the Internal Revenue Service can use links of this type to assist taxpayers. So can activist groups and other nonprofits, opening themselves to those who seek information and voice concerns.

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