Interdisciplinary bar for the public interest: What CSR and NGO frameworks contribute to the public relations of British and European activists

This paper outlines the ways in which various literatures and exemplary organizations (Business for Social Responsibility, the Global Alliance for Public Relations and Communication Management, and the Global Compact) define, set principles, and provide frameworks for corporate social responsibility (CSR). It also explores British broadcasters’ accountability mechanisms and the extent to which U.K. broadcasting activist NGOs view them as adequate CSR. The activists studied were six British broadcasting-centered and Scottish cultural NGOs that lobby in the EU and at home. The data suggested that these activists’ public relations has pro-social, pro-democratic effects and that the CSR/NGO literatures and organizational frameworks provided may enable broadcasting activists and targets to more effectively pursue CSR.     

Better stay single? Public relations and CSR leadership in India

Public relations scholars have argued that public relations practitioners, as boundary spanners between organizations and their diverse publics, are well positioned to assume leadership and become the “conscience” of their organization's CSR efforts. Conversely, scholars have also questioned public relations practitioners’ assumption of leadership of CSR. Much of the debate, both for and against, has been generated in Euro/American contexts of practice. As part of a larger study, this research aimed to examine whether the argument for public relations’ leadership of CSR holds true in non-Western contexts as well, specifically, by examining CSR leadership in corporations in India that are known to be socially responsible. This study found that in the majority of companies that are heavily engaged in CSR in India, it was the senior business executives and managers, instead of the PR practitioners, that were tasked with CSR leadership. Based on the findings of this study, this paper questions the assumption of CSR leadership by public relations practitioners.     

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.     

Organizing community: Activist public relations as place-making

This conceptual essay develops a renewed concept of community in public relations scholarship and practice—one re-centering activism and physical place. To do so, it delves into the writing and advocacy of two trailblazing women who dedicated their lives and work to empowering and protecting their communities: Grace Lee Boggs and Jane Jacobs. By connecting their approaches with existing public relations scholarship around community, activism, and place, the authors present a set of place-making communicative approaches for community activist practice in addition to theoretical development around what Boggs (2000) refers to as “place-based civic activism” (p. 19)—the work of finding and harnessing a shared neighborhood identity to connect and empower local residents as citizens. Seeing community and activism through this lens points toward the complex, living, and evolving ecology of communities (Jacobs, 1961, 2000), and positions public relations and activist communication as crucial tools for place-making.     

How Activist Groups Use Websites in Media Relations: Evaluating Online Press Rooms

Content analysis of activist organization Websites determined how activists use online resources in media relations. Seventy-four activist Websites were analyzed. About one-third (32.4%) included organized online press rooms. The most common media relations materials were organizational history (70.3%), organizational mission statement (54.1%), organizational publications (47.3%), press releases (33.8%), and policy papers (31.1%). Activist Websites did not provide strong dialogic features for journalists, but dialogic features were more available for the general public. Theoretical implications are examined and 6 recommendations are made for improving online activist press relations.     

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.     

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.     

Worlds apart or a part of the world? Public relations issues and challenges in India

This study examines modern public relations in India investigating current issues, trends and leadership in communication management. Using a survey of Indian practitioners, it compares public relations in India with global trends. Findings suggest that practice in India is interdependent and changing dynamically with global influences, though a global–local dialectic is clearly present. Country-level differences are evident with development of human capital seen as the top issue in the region. At the same time, similar to other countries, the industry in India is also dealing with issues of digitization and information flow, struggling with measurement concerns, and trying to stay on top of crisis management preparedness.     

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.     

Contested Cosmopolitanisms: Global Meetings and Local Mobilizations

This article analyzes the ways that Pittsburgh anarchist activists, politicians, and journalists framed the 2009 G‐20 meetings and protests through a content analysis of newspaper articles and activist documents. Our analysis found that cosmopolitanism was a central discourse, but it was also contested. Pittsburgh anarchists introduced an open‐community cosmopolitanism that prioritizes the local over the global as a site of struggle and also embraces expansion of rights and commitment to diversity and inclusivity. Somewhat unexpectedly, this open‐community cosmopolitanism was successfully transmitted beyond activist discourse into the public and the local media. The anarchist activist open‐community framing challenged Pittsburgh residents to question whether increased global corporate investments were best for Pittsburgh and, in doing so, fostered connections between local anarchist activists, local journalists, and local Pittsburgh residents. To reflect on the ways that activists contribute to ideas of cosmopolitanism, this article presents a theoretical model that incorporates individual and collective dispositions and multiple ideological standpoints. We also show how movement groups may strategically draw on these shared cosmopolitan dispositions to expand their movement base, communicate their messages, and challenge the hegemony of global capitalism.     

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.     

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.     

Activist online resource mobilization: Relationship building features that fulfill resource dependencies

This study examined activist group websites (N = 300) to determine how activists are engaging in resource mobilization online and provides a benchmark for current mobilization practices by activists. Website features asking visitors to donate, join the organization, and links to other activist groups were most common on the sites. The study positions resource mobilization in terms of online relationships and organizational linkages, argues that resource dependencies drive mobilization efforts and that resource-based relationships with publics may be established in the mobilization process.     

Business-centered versus socially responsible corporate diversity communication. An assessment of stakeholder (dis)agreement on Twitter

This study assessed the business-centered and CSR-centered diversity communication of five American corporations along with the ensuing responses on the microblogging platform Twitter, the present analysis contributes to the literature on online diversity communication and public relations. The results revealed that companies that had long-term consistency in approaching diversity as CSR received more agreeable responses than those that made swift changes in the aftermath of increased pressure from activist groups. In addition, companies that communicated to a greater degree about the impact of diversity on the bottom line engendered higher user agreement than those who discussed diversity primarily from a CSR perspective.The results shed light on the importance of message consistency throughout longer periods of time.     

Exploring the development of an organizational approach to media relationships

Using semi-structured, qualitative interviews with practitioners, this study explored an organizational approach to media relations. Interviewees provided insight as to how organizations and their media relations practitioners integrated principles of excellent public relations and principles of relationship management with principles of traditional practitioner–journalist relationships. Results indicated that the practice of media relations can be viewed as a theory-based organizational commitment at the meso-level, and not merely as an atheoretical practitioner skill at the micro-level.     

“Cheap labor” speaks: PR adjuncts on pedagogy and preparing Millennials for careers

In-depth interviews were conducted among 32 adjunct public relations instructors across the U.S. to discover their unique contributions in preparing today's undergraduates for entry-level positions. Research questions probed teaching philosophy, practice-to-classroom transition, and any challenges faced. Amidst adjuncts’ voices, two overarching themes emerged – omnipresent economic forces, and academic/practitioner dichotomy. Findings fill a significant gap in the public relations body of knowledge and offer several suggestions for further research.     

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.     

Privileging an activist vs. a corporate view of public relations history in the U.S.

This article elaborates on the argument that the history of U.S. public relations has been distorted by the emphasis on corporate functions of public relations. The dominant corporate-centric view of U.S. public relations history often claim that public relations developed as a response to activists who attempted to interfere with business operations. That myopic, corporate-centric view has perpetuated a negative view of public relations as merely a tool of “big business”. In the past as well as the present, corporations have been learning from and co-opting activists’ innovative public relations techniques. By alternatively grounding U.S. public relations history in the works of activists, we open possibilities for re-imagining the field and legitimizing activists’ works as a positive, central component in public relations theory and research. We end by providing resources educators can utilize to teach a more balanced view of public relations history in the U.S.     

The Paradox of Communicating CSR in India: Minimalist and Strategic Approaches

This study explores the viewpoints of practitioners in socially responsible companies in India about the ethical dilemmas of corporate social responsibility (CSR) communication, especially in the paradoxical context of stakeholders’ high regard for socially responsible companies and low regard for companies’ deliberate, conspicuous communication about CSR. Findings, based on 19 interviews with key decision-makers in 16 companies from the Standard & Poor India ESG Index, revealed that practitioners in India foregrounded the importance of an implicit, minimalist approach to communication that privileged responsible corporate behavior over rhetoric. They also engaged in the strategic communication of their CSR efforts to involved stakeholders, largely avoiding publicity and aggressive media relations. Implications for public relations theory and practice are discussed.     

From an “outside group” to a catalyst for corporate change: Examining activists’ legitimation strategies

Activist organizations use issues management when pressuring corporations to alter practices and policies that these groups find problematic. Throughout this process, activists must establish legitimacy for their issue concerns, organizations, and proposed solutions to gain public support for their activities. This study qualitatively analyzes the communication practices of 21 activist organizations to understand the strategies that these unique groups harness as they seek to build legitimacy as part of the issues management process. The findings contribute to a growing body of public relations research on activist communication by introducing a new legitimation strategy that underscores the importance of ongoing issues monitoring for activists and illustrates how activist organizations can co-opt extant narratives to build legitimacy for their existing issue arguments.