“I want to create change; I want to create impact”: Personal-activism narratives of Indigenous Australian women working in public relations

The role of activism is important in the field of Indigenous Australian public relations as a strategy for creating change and giving back to Indigenous people and communities. However, there is a dearth of information on how, when, and why Indigenous women employed in public relations engage in activist practices. This paper aims to help fill this gap by exploring the activist practices used by Indigenous women working in public relations in their personal lives. By considering personal activism from the perspectives of Indigenous women in public relations, we can further conceptualize activism within the profession. Through the critical lens of Indigenous women’s standpoint theory, and utilizing an Indigenous yarning method, five Indigenous women discuss their definitions of activism and the various ways in which they engage in activism within their personal lives. This paper builds upon the ideas of activism within public relations and demonstrates the power of public relations in terms of influencing social change for Indigenous people and others.     

Power struggles: A sociological approach to activist communication

This paper proposes an alternative approach to the scholarship of activist public relations, based on the ideas of the sociologist Pierre Bourdieu; notably his understanding of activism in society. Although Bourdieu is one of the most quoted sociologists in the world (Santoro, 2011; Truong & Weill, 2012), his work has only received limited attention in public relations, and has been entirely ignored within the context of activist communication. This is despite his focus on power, relationships and the role of activists in modern democracies, all of which are central themes in public relations practice and research. Based on Bourdieu’s theory of practice, the discipline’s prevailing, dominant, industry serving, functionalist paradigm positions public relations’ role in society as to perpetuate social inequalities. However, drawing on his ideas leads us to question if public relations skills could be equally utilized to challenge existing power imbalances in society, either in support or on behalf of those groups and individuals whose voices have been drowned out by traditional public relations efforts. The author argues that Bourdieu was not only an accomplished scholar, but also an activist in his own right. It is this combination of personal experience with academic ideas that lends weight to his scholarly work through which he urged the scholarly community to utilize their skills, knowledge and research to challenge (perceived) inequalities in society. The emergence of this type of activist academic, committed to giving voice to multiple coexisting, sometimes directly competing points of views, would arguably further justify and strengthen the existence of public relations as a scholarly discipline in its own right.     

Building communities: The postmodern CSR practitioner as a dialectical activist-agent in India

This study examined the conceptualization of the postmodern public relations practitioner as an organizational activist who contributes to democratic processes in the context of community relations and corporate social responsibility (CSR) in India. Elite, in-depth conversations with 19 senior executives at 16 companies in India well known for their CSR initiatives revealed that practitioners appeared to be both organizational activists and agents. As organizational activists, they acknowledged the existence of diverse voices in local communities, interjected these voices into management discourse, situated decision-making in local contexts, identified tensors in the relationship between the corporation and its publics, and negotiated new meanings through dissensus. Paradoxically, as organizational agents, they used these participatory, open processes of dialogic communication to shape public opinion in favour of the organization, feeding modern organizations’ proclivity for consensus. While the findings of the study support the postmodern conceptualization of the public relations practitioner as an organizational activist in the context of CSR and community relations, the agent aspect of the activist-agent dialectic problematizes and complicates this conceptualization thus enhancing understandings of the postmodern practitioner who enacts CSR within a modernist framework and navigates the intricacies of the activist-agent dialectic in their daily performance of building community relations and enabling democratic processes.     

Social gains from the public relations voice of activist investors: The case of Herbalife and Pershing Square Capital Management

This article investigates the purpose, practice and outcome of the financial public relations (PR) of activist investors, which is framed as the exercise of the activist voice.The object of investigation is the organizational discourse of the activist hedge fund Pershing Square Capital Management during an investment position it took in the health products firm, Herbalife, from 2012 onwards. Pershing Square spent $50 million dollars (USD) on investigations and campaigning and this public relations output was interpreted using a combination of organizational discourse analysis and narrative analysis.Pershing Square delivered a social gain, when the regulator intervened to levy a fine to redress the losses of Herbalife distributors and ordered the company to change its business practices. With this change in governance, Pershing Square achieved the type of social gain normally associated with social activism or corporate social responsibility.The case suggests that the economically-derived exit-voice-loyalty continuum is a useful theoretical frame for considering social gains arising from the public relations of activist investors. Moreover, the findings suggest potential for future work considering public relations as a process that enables, enhances and enacts the vocalization of economic, social and political interests.     

The Role of Public Relations With Internal Activists

Abstract

Within the context of benefits/outsourcing reviews at a small, Eastern U.S. college, this qualitiative case study examined potential internal activism, employee/organizational leadership communication strategies, and ensuing changes in internal public relations practices/structure. Findings revealed that employees implemented activist strategies in response to perceived communication gaps, prompting organizational leadership to increase solictiation of employee input and commit to ongoing, two-way symmetrical communication; structural changes in internal public relations practices and reporting relationships also resulted. Extending previous activism research findings to internal publics as activists, in this study I suggest that the prodrome of potential employee activism should inform future public relations practice.     

Fringe public relations: How activism moves critical pr toward the mainstream

The dominance of Excellence Theory in public relations theory and research may be eroding as contemporary issues in corporations, including the concern with activist challenges to reputation management and corporate social responsibility, increase in visibility and demand explanation. We argue that Excellence Theory‘s seemingly reluctant evolution has provided unsatisfactory treatments of concepts like power and activism, even though it has attempted to address some limitations of the symmetrical model's efficacy in responding to activist challenges. Excellence Theory‘s acknowledgment of once-vilified concepts like persuasion and power sets the stage for critical public relations theory and research to emerge as significantly more capable of addressing activist advocacy and concomitant issues. The paper argues that critical theory, buoyed by acceptance of its key concepts, its increasing access to presentation venues and journals sympathetic to once-marginalized, alternative perspectives, is poised to infiltrate the public relations orthodoxy. This possibility offers hope that once marginalized pluralistic approaches, especially critical public relations, may disrupt the colonization of the orthodoxy and infiltrate mainstream public relations.     

Is Sex Work Sex or Work? Forming Collective Identity in Bangalore

While sex worker activism grows increasingly vibrant around the world, the forms and practices of sex work vary widely, and are often secret. How do sex workers come to see themselves as sex worker activists? What tensions emerge in the formation of collective identity within sex worker activist organizations, especially when the term “sex work” has often traveled linked to transnational organizations and funding? To answer these questions, this article analyzes in-depth interviews and participant observation on sex worker activism in Bangalore, India. Focusing on an organization I call the Union, I argue that it was first within the “shop floor” of transnationally funded HIV prevention organizations, and then within the activist work of the Union, that sex workers came to identify collectively as activists at a large scale. However, distinct configurations of practice among gendered groups of sex workers in Bangalore meant each group related differently to the formation of a sex worker activist collective identity. Two aspects of sex workers’ practice emerged as particularly central: varying experiences of sex work as “sex” or as “work,” and varying levels of anonymity and visibility in public spaces. Organizing through transnationally funded HIV prevention programs helped solidify these categories of differentiation even as it provided opportunities to develop shared self-hood.     

Historical institutional child abuse: Activist mobilisation and public inquiries

The abuse of children in institutional settings is an issue of ongoing social, public, and political concern internationally. While societal responses to historical abuse have been the subject of considerable scholarship in recent years, conceptualisation of the role of activism remains limited. This article aims to advance sociological and interdisciplinary perspectives on nonrecent institutional child abuse through a conceptualisation of activist mobilisation. The article begins by providing context for the emergence of institutional child abuse as a social issue. A brief overview of key themes and debates in the interdisciplinary literature is then offered, and a critical gap in current scholarship is identified in relation to activism. Drawing on illustrative examples of activist mobilisation, both in the form of survivor narratives and strategies aimed at influencing policy, the article sets out how a sociology of activism in the field of historical institutional child abuse might proceed. Through attention to the social dynamics of activism, and conceptualisation of collective action in this domain as a social movement, the article provides new insights for the field and an alternative to sociological theorisation of responses to historical institutional child abuse as simply constituting a public scandal or moral panic.     

A relational approach to social impact: Moving beyond instrumental and consumer approaches

Social impact can be understood as the real or perceived, intended or unintended, relational and agentic consequences that emerge from organizational decisions or actions for individuals, communities, and societies. Inherent here is the recognition that social impact aligns with consequences, whether it be on individuals, communities, and societies, and that these consequences stem from organizational decisions and behaviors. Drawing on wider social impact scholarship, this paper identifies two approaches—instrumental and consumer—that have provided lenses on how organizations make decisions about social impact and related consequences, and the level of involvement stakeholders have in these decisions. This paper proposes that the understanding of social impact should evolve to reflect the relational worldview advocated in the public relations discipline, which is one that emphasizes the importance of organizations, individuals, and communities contributing to a fully functioning society. A relational lens shows that social impact can be understood as changes—whether they be intended or unintended, anticipated or unanticipated, positive or negative—in the way people live, experience, sustain, and function within their society, resulting from organizational decisions and consequent behaviors as co-determined by organizations and their stakeholders. The relational approach requires the adoption of a relational perspective on identifying, predicting, evaluating, managing, and reporting on social impact, operationalized via the seven-step Relational Framework of Social Impact conceptualized in this paper. While social impact is a relatively new term in the public relations literature, this paper highlights how public relations scholarship is well placed to enrich the social impact discipline due its emphasis on fostering a fully functioning society.     

Social License to Operate in Crowdfunding Campaigns

Organizations and individuals need to engage their communities to gain the social license to operate (SLO). In crowdfunding, SLO is reflected in funding by the members of communities of interest around crowdfunding campaigns. Thus campaign creators’ success relies on obtaining SLO from their communities. This article examines how crowdfunding campaign creators engage their communities to gain and maintain SLO to secure funding for their campaigns. Content analysis of 68 successful and unsuccessful Kickstarter campaigns shows how successful campaign creators build their communities by the use of weak ties and have abundant relational and episodic engagement with their communities to obtain SLO. The results also show how successful campaign creators practice dialogic engagement to maintain their SLO over time. This study expands public relations to crowdfunding by framing crowdfunding as a community engagement practice and operationalizing SLO as tangible funding.     

Beyond organization-centred public relations: Collective action through a civic crowdfunding campaign

Public relations scholars have called for a shift from organization-centred approaches and practices to community, – or collective-based ones. With the Internet, the latter have become more frequent although under-researched or not well understood. This article addresses those gaps by researching a community-based campaign in New Zealand and by underpinning the research with collective action theory. Methodologically, it combines netnography, thematic analysis, and interviews with major players, to analyze a civic crowdfunding campaign. It provides an account of how two amateur activists not only initiated and managed this campaign, but also raised US$1.5 million (NZ$2.27) within three weeks to buy a private beach and gift it back to the New Zealand public. The article seeks to add to both PR scholarship and practice. It adds to the former by analysing the campaign and identifying success factors for civic crowdfunding campaigns more generally; and to the latter by accounting for a different kind of activist and community-based PR that goes beyond organization-centred approaches to offer gratifying community-centered work that improves the reputation of PR for contributing to the common good.     

2010 Practice Analysis: Professional competencies and work categories in public relations today

Without question, the profession of public relations has changed greatly over the years, but the practice of that profession has remained unchanged in the last half century. The 2010 Practice Analysis conducted by the Universal Accreditation Board as a follow-up to its 2000 study examines professional competencies and work categories in current public relations practice. Results indicate that knowledge, skills, and abilities (i.e., professional competencies) for public relations practice in 2010 centered on general business skills, media relations, and theoretical knowledge. The strategic planning process of research, planning, implementation, and evaluation, as well as public relations ethics and legal issues, were connected to both general business skills and media relations. Four groupings of work categories in 2010 were public relations management, issues management, corporate communications, and media relations; each of these work category groupings reflected clear areas of extant public relations scholarship, suggesting that the theory and practice of public relations may be closer to each other than is commonly decried.     

Activism and the Limits of Symmetry: The Public Relations Battle Between Colorado GASP and Philip Morris

Litigation has forced tobacco companies like Philip Morris to disclose more than 7 million internal documents, including previously confidential public relations plans. We draw from this archive, as well as from activist materials, to demonstrate that, despite vigorous industry efforts to thwart them, activists in this case employed strategies of values advocacy and inoculation and capitalized on economic benefits to persuade publics. This watershed case poses continued challenges for the 2-way symmetrical or mixed-motive theoretical model of public relations. Accounting for public relations activism and understanding its voice in influencing contemporary public debate requires that scholars move beyond this widely accepted model that stresses compromise between activists and organizations. An alternative rhetorical theory of activist public relations is posited to account for groups that refuse to accommodate opponents.     

Working-class ecology and union politics: a conceptual topology

ABSTRACT

This paper argues that Environmental Labour Studies may benefit from incorporating the perspective of environmental justice. We offer a theorization of working-class ecology as the place where working-class communities live and work, being typically affected by environmental injustice, and of working-class environmentalism as those forms of activism that link labour and environmental struggles around the primacy of reproduction. The paper’s theoretical section draws on a social ethnography of working-class ecology in the case of Taranto, a mono-industrial town in southern Italy, which is experiencing a severe environmental and public-health crisis. We show how environmental justice activism since the early 2000s has allowed the re-framing of union politics along new ways of politicizing the local economy. We conclude by offering a conceptual topology of working-class ecology, which situates different labour organizations (confederal, social/community, and rank-and-file unions) according to their positioning in respect to environmental justice.     

Identifying and Responding to Activist Publics: A Case Study

Activist groups are strategic publics because they constrain an organization's ability to accomplish its goals and mission. Activists create issues; they appeal to government, the courts, or media for litigation, regulation, or other forms of pressure. As a result, research on activism has become one of the most important domains of public relations research. I begin this article with the premise that public relations practitioners must develop sensitivity to activists, he able to identify activist publics before they become active, and develop communication strategies to foster mutual understanding with them. The results are reported of a case study of environmental activism against a multinational company working in the Central American country of Belize. The organization failed to identify activist publics at the beginning of its Belize project and made no attempt to communicate with them. The activists then went elsewhere for information and escalated overt pressure on the organization. Media coverage, however, had little effect on the activists because they had their own specialized communication networks and newsletter. The organization then used press agentry and public information models of public relations to counteract the activists; as a result, the pressure escalated. I also found evidence that the organization became more successful with activists when it used a symmetrical model of public relations during a radio debate.     

The ethnic landscape of rural Australia: Non-Anglo-Celtic immigrant communities and the built environment

Rural ethnic minorities occupy unique economic, social, as well as geographical places in Australian society. Non-Anglo-Celtic immigrants have transformed the rural landscapes through the construction of public and private spaces expressing their cultural heritage. These sites can also significantly impact the dynamics of social cohesion and inter-cultural relations in multicultural rural communities. The paper explores the potential role of the sites built by rural ethnic minorities in promoting both intra-group solidarity and inter-group dialogue. It also provides insights into complexities of multicultural place-making. The paper is divided into two parts. The first part briefly explores the literature on the migration and heritage, place, belonging and social cohesion, and the relationship between social capital and the built environment. The second part outlines empirical findings from Griffith, a regional town in New South Wales. The focus is on the places built by Italian immigrants, such as the Italian clubs and the recently built Italian Museum and Cultural Centre. The construction of these places facilitated a sense of solidarity among the Italian immigrants and expressed their belonging to place. However, the immigrant's attempts at place-making simultaneously involved inscribing a degree of exclusivity and a strategy of becoming more a part of their new environment. In doing this there is also potential for multicultural place-making to intensify the existing intra- and inter-group tensions.     

ASSERTING THE POLITICAL SELF: Community Activism Among Black Women Who Relocate to the Rural South

In this article, I address the collective process of politicization in a group of urban working-class black women who have departed from large cities in the northeast United States and resettled in small towns and scattered, isolated rural communities in the Southeast. The study examines how newcomes became politically involved in their new environment and particularly, how social constraints and opportunities embedded within local political culture influenced their experiences of becoming activists. I employ a critical feminist approach in which an understanding of political agency is grounded in culturally and geographically specific social relations. I argue that activist politics of returnees are framed and formed by unequal gender, race, and class relations resonant in the political culture of the rural South. Localized social conventions define and normalize allowable political roles, discourses, and actions for working-class black women. As newcomers and outsiders, women activists and their actions become politicized in the process of encountering, questioning, and ultimately, subverting these conventions. As the women returnees engaged local political culture, their practices were interpreted as a violation of established paternalist norms of community activism by both white power holders and local working-class black women. This transgression influenced the formation of their identities as political agents and may potentially disrupt the power relations in the surrounding community as well. The study's findings demonstrate the importance of situating race, class, and gender relations in the analysis of activist politics in general and among black working-class women in particular. The study is based on participant observation and interviews with working-class black women activists in three counties in southeastern North Carolina.     

Toward a Radical Model of Social Work in Rural Communities

“Rural” areas as distinct from “urban” continue to be defined by greater personal interactions and less emphasis on formal systems of support. This reality rests in contradiction to the overwhelming majority of social work scholarship and theory development which takes place in an urban context. As such the present-day act of being a “social worker” in a rural community can, in many ways, feel like a bad fit, back-applying the model of an urban generalist into an environment whose organic community ties the social work model itself was originally designed to substitute for. In recognition of this, it is necessary to develop a “combined” model of practice for social work with rural communities and peoples. The fundamental distinction to be made is that rural social work, in its most radical form, is less concerned with adapting persons to the Gesellschaft than it is with strengthening the capacity of the Gemeinschaft to provide the kind of support capacity it historically has, taking into account changes and challenges resulting from factors such as globalization, urban sprawl, and cultural change.     

An authenticity matrix for community engagement

Community engagement (CE), a key area of theory and practice in public relations, has two functions: first, to maintain and enhance relationships between organizations and diverse community groups in complex settings; and second, to give voice to these groups in addressing socially-situated problems. Implicit within these functions is CE’s ability to connect organizations with a selection of stakeholder voices that represent community perspectives on a given topic. It is the claimed representational nature of these voices that gives legitimacy to the processes and outcomes of CE. The role of public relations practitioners in CE is therefore to identify and involve voices that are authentic—that is, those that truthfully represent the extent and diversity of community sentiment. Such voices include those that are quiet or silent, even though they have a contribution to make. This study uses in-depth interviews with current practitioners to explore voice and authenticity in CE, and identifies four dimensions of CE in practice. These dimensions extend CE theory, particularly in public relations, by addressing the under-considered yet central role of authenticity in CE. The paper also draws on the dimensions to develop an Authenticity Matrix that allows CE practitioners to assess and critique their past and current CE projects. The Authenticity Matrix also provides guidance to public relations practitioners seeking to enhance the conditions for achieving authenticity in CE practice.     

The prospectus of activism: discerning and delimiting imagined possibility

This article aims to articulate a new agenda in the scholarship of social movements. Specifically, it seeks to turn attention to the assumptions that undergird activism. Rather than studying movements themselves, we can study them as the embodiment of collective expectation in a particular public. We can learn more about the broader society in which movements are embedded by asking how activists and the public they seek to engage determine what is within the realm of possibility. I refer to the imagined horizon of possibility as the activist prospectus. To illustrate the importance of prospectus, I draw upon a case study of environmental activism in Samara, Russia. Ethnographic observation and analysis yield insights into subjective perceptions that help explain the weakness of civil society within Russia.