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.     

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.     

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.     

Beyond organizational ties: foundations of persistent commitment in environmental activism

ABSTRACT

Movement scholars commonly treat persistent commitment as an aspect of activism that is set in motion when recruits join a group or organization. To investigate the phenomenon of sustained activist commitment that exists separately from or in addition to organizational membership, I examine activist commitment to environmental causes. I base this analysis on thirty open-ended interviews, averaging eighty minutes, with activists whose persistent commitments to environmental causes range from ten to fifty years. I (a) identify patterns that long-term environmental activists express in their personal biographies and activist trajectories, (b) generate insights about commitment mechanisms that exist independently of organizational membership, (c) discuss how existing conceptions of activist commitment might be extended. I recommend that scholars look beyond organizational ties to pinpoint specific mechanisms that produce and sustain activist commitment to causes. I find that committed environmental activists link their activism to strong connections with nature, biographical influences, individual tactics, and personal missions rather than to organizations.     

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.     

Du Pont and Greenpeace: The Dynamics of Conflict Between Corporations and Activist Groups

Public relations makes organizations more effective by building relationships with stakeholders in the environment that have the potential to constrain or enhance the mission of the organization. When stakeholders become activist groups, they become particularly troublesome to organizations because they appeal to the media, government, and other stakeholders to force the organization to change when the organization's response does not satisfy them. Few public relations practitioners have found successful strategies for dealing with activists, but this research on the conflict between Greenpeace and Du Pont suggests that Axelrod's (1984) concept of "Tit for Tat" games from game theory may be effective. Conflicts are resolved most efficiently when the participants develop compatible ground rules. In our case history, however, Du Pont and Greenpeace used incompatible approaches to dispute resolution, dictated by their constituencies. As a result, there was little hope that the two sides could agree on ground rules for discussing the conflict, much less for resolving the issues. Although Du Pont used a "Tit for Tat" strategy in the conflict, Greenpeace followed a pure zero-sum model that hampered its effectiveness in fostering change. We conclude that both parties may have met their objectives by not resolving the conflict in the end.     

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.     

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.     

“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.     

How activist organizations are using the Internet to build relationships

This study examines the mediated communication of activist organizations to understand how these groups use their Web sites to build relationships with publics. A study of one hundred environmental organization Web sites identified common features and examined the incorporation of dialogic communication into this new medium. The data suggest that while most activist organizations meet the technical and design aspects required for dialogic relationship building on the Web, they are not yet fully engaging their publics in two-way communication. Moreover, it appears that the activist organizations are better prepared to address the needs of member publics rather than media needs.     

Tornado warning: Understanding the National Weather Service’s communication strategies

This study explores the National Weather Service’s communication through a multi-sited rapid ethnography that extends the fully functioning society theory. National Weather Service field offices do not employ public information officers. Instead, forecasters predict the weather, craft messages, and build relationships with their publics. Scholars have called for public relations research that examines messages, including how crisis communication can help publics cope. Additionally, scholars have noted that all organizations need public relations, even if they do not employ formal public relations personnel. In our study, forecasters emphasized the need to build their publics’ tornado threat awareness and provided strategies to make weather science accessible. Forecasters discussed a variety of message strategies including avoiding fear appeals, humanizing the organization, and visualizing risks. Forecasters also built relationships with active publics through soliciting weather spotters and empowering them to prepare others for severe weather. Overall, findings expand knowledge about how organizations can employ strategic public relations to benefit society, thereby extending fully functioning society theory.     

The limits of collaboration

The premise of the essay is that collaborative public relations is unfeasible in some situations. Certain types of conflicts virtually require asymmetric or win-lose public relations efforts. The involvement of multiple parties in a dispute or the timing of a dispute, may necessitate reactive and confrontational responses on the part of public relations personnel. Practitioners sometimes perceive few degrees of freedom in how they may respond to a situation. There are also cases in which activist publics are motivated to pursue confrontation and to avoid open communication and collaboration.     

Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling the dialogic promise?

Kent and Taylor proposed five dialogic principles for mediated public relations in 1998 and numerous studies of activist groups, corporations, and educational institutions have shown that most websites fail to meet their dialogic potential. This study explores some of the reasons why activist organizations do not integrate dialogic features into their websites. Thirteen activist public relations practitioners were interviewed to determine their perceptions of websites as tools for information dissemination and resource mobilization. Three consistent themes emerged from the interviews: (1) website communication is perceived to be most effective when tied to issue-specific events and issue currency, (2) websites cater to existing and highly involved publics, and (3) websites are viewed as passive communication tools that must be supplemented with traditional public relations practices.     

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.     

Academic opportunity structures and the creation of campus activism

Past research points to elite, liberal and/or wealthy universities and colleges as the most likely sites of campus activism. In addition, periods of high social movement mobilization in society in general are given credit in spurring student activists. In contrast, this study examines how a feminist activist subculture is created on a conservative campus at a time of subdued societal activism. I draw on a four-year ethnography of a U.S.-based, feminist-oriented student organization to conceptualize how universities facilitate student groups through an ‘academic opportunity structure,’ and in the process promote the development of an activist subculture. In doing so, I argue that universities, like the political and cultural environment, can be open or closed to campus activism. When there is a favourable environment, universities require the creation of formalized organizations, centralized leadership, and an institutional history. In response to meeting these requirements, universities then provide necessary resources to student groups and facilitate activism. These academic opportunity structures then foster activist subcultures that allow student groups to continue over time with the potential to influence the larger university culture.     

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.     

Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Attributes of Publics

Experimental methods were used to examine the influence of public relations strategies on attributes of publics. Specifically, public relations strategies derived from Hazleton and Long's (1988) public relations process model were tested to determine strategy influence on problem recognition, involvement, constraint recognition, and goal compatibility toward an organization responding to activism. Results indicate that the attributes of problem recognition and involvement are influenced by public relations strategies. In addition, the findings of this study support the situational theory of publics. Items measuring involvement and goal compatibility were the strongest predictors of information seeking behavior. Findings indicate that goal compatibility is a predictor of strategy effectiveness.     

A Human Nature Approach to Image and Ethics in International Public Relations

This article addresses the role of the concept of image in the ethics of international public relations. It argues that the right to construct mental images is fundamental to the human experience and that ethical international public relations can enhance this right. The article identifies two diametrically opposed approaches to image in public relations. The first view uses instrumental or "i images" in an attempt to manage publics by managing the organization's communication with them. This instrumental approach is essentially one-way and monological, which is inviting for many practitioners and clients. I images are usually unethical, however, because they reduce the public's chance to use symbols and images rationally and to make informed choices. The second approach uses "h images" for the humanitarian view of images. With this approach, practitioners and their clients use two-way dialogical communication and accept the ethical responsibility to enhance, not degrade, the humanity of all parties involved in public relationships. Dialogical communicators assume that their publics have as varied and valid interpretations of the world as do their clients. They assume that the goal of public relations is not reducing publics to the service of clients but joining with publics in the process of interpreting the world together. The h image approach is especially important in international public relations, which can be understood as the attempt of one culturally bound community to deal with the interpretations of another. Based on the humanitarian approach, the article proposes five tests that international public relations practice should pass to be ethical.     

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.     

Relationship building as integral to British activism: its impact on accountability in broadcasting

This study examines the strategies and impact of six activist groups concerned about British broadcasting policies and programming. Particular emphasis is placed on strategic relationship building, which played a central role in groups’ interactions with target publics, and on the activists’ perspective. The study is contextualized within the political culture of the United Kingdom and a changing broadcasting landscape. The data suggested that building strategic relationships is one of the major ways in which pressure groups have an impact on their targets. When assessing effectiveness, respondents looked beyond tangible gains by activists to long-term relationships with targets, which were contingent on critical dimensions. These included trust, mutual respect, openness and access. Groups bolstered their credibility by engaging in research and structuring educational events such as conferences and symposia, in which they enhanced the scope and quality of debate about broadcasting policy. Public relations has a role in facilitating both citizen debate within the public sphere of civil society and the relationships that make such debate possible. These groups may be a model for activists in other societies.