How can the 'Respect Campaign' - FIFA/CIES International ...

future:• UEFA can drop the ‘Respect campaign’• UEFA can transform the’ Respect campaign’ into a purely PR-oriented concept or• UEFA can decide to use the idea behind ‘Respect’ as a global communication strategy.This decision must be taken by UEFA in a timely manner according to the later proposedtimeline.1. Dropping the ‘Respect campaign’First of all UEFA can leave the current ‘Respect campaign’ alone and start all over. UEFAstarted the campaign in an ad hoc way and until today they do not have a written documentwith clear goals and objectives. A suggestion therefore could be to start from scratch andbegin with the most essential part, the writing of the missing document. In our opinion this isnot the best option, as it would take time, effort and cost money. But, more important, it willconfuse the football fans and will endanger the credibility of UEFA.2. Transformation into strict PR-conceptAnother option is to use the ‘Respect campaign’ strictly for PR-purposes. This alternative isclose to what the ‘Respect campaign’ is right now, as the exposure of the current campaign isits strength. If UEFA selects this option they could focus even more on visibility and buildfurther on what is already out there. UEFA could still use the ‘Respect campaign’ during itscompetitions but money and time, coming with pursuing a PR-campaign, could be saved.3. Transformation into ‘global communication strategy’The last alternative is to use the ‘Respect campaign’ as a ‘global communication strategy’.This option goes back to UEFA’s initial purpose. The main objective of creating the ‘Respectcampaign’ was “to create an overarching communication campaign with the objective ofapplying it systematically in UEFA’s competitions and promoting it via UEFA mediaoutlets.” 9898 UEFA Memo, To the Executive Committee: UEFA RESPECT concept, March 3, 2008.36