Advocating for reconciliation: Public relations, activism, advocacy and dialogue

Abstract

Traditionally, the public relations (PR) literature on activism tended to focus on organisational perspectives and organisational responses to activist group pressure. More recent studies looked also at PR practitioners as activists within their organisations or at their role in the service of activist groups. Ihlen and Verhoeven (2009) admitted that they ‘would like to see studies of this practice [activist PR] also become a “natural” part of public relations’ (p. 334). This article responds to them by researching the complex and diverse practice of activist PR. Using narrative inquiry to study a professional case, it demonstrates how, even when performed by the same practitioner, advocacy, persuasive strategy and facilitation of genuine dialogues may be used at the same time and ethically to achieve organisational goals and to seek social change. Through a case study, it foregrounds specific features of activist practice, practitioners’ motivation and their willingness to pay high costs for promoting a social cause. Although based on a PR activist experience in the context of the Israeli–Palestinian conflict, the article suggests that the conclusions would be relevant to activist PR in many parts of the world.

Prioritizing public interest in public relations: Public interest relations

“…Public relations in the public interest needs to encourage all people to take part in the larger conversations affecting society. After all, ‘democracy is based on the idea that everybody is entitled to raise their voice and to try to persuade each other’ (Toledano, 2016). When the public is allowed to debate issues, arguments will inevitably occur.…”

‘What they say peters down’: How non-profit leaders assess the trustworthiness of government – Elite discourse and distrust in post-conflict Northern Ireland

“…The cross-community NPLs talked extensively about working and communicating both with government and other community groups and actors to build trust ‘across the divide’ despite the antagonistic rhetoric they receive from political and media elites, even despite their own distrust in government. In this way, NPLs engage in a form of activist public relations that prioritises dialogue and aligns with their personal, professional and organisational values of reconciliation (Toledano, 2016). This provides encouraging evidence that trust can be built even within a climate of distrust and that strategic communication is a crucial vehicle of doing so.…”

“…And if it is talking to people, maybe in ordinary society you wouldn’t be talking to, then yes that’s good too’ (C16). Indeed, benevolence was even characterised by altruism by this same interviewee: ‘I want to see a peaceful society, I suppose what I am actually aiming for is to lose my job’ (C16), a sentiment reflected in Toledano’s (2016) study of a public relations practitioner working for reconciliation in another divided society.…”

Stakeholder collaboration to build peace through public interest relations (PIR) (Study on the commemoration of Suran Agung conflict in Madiun)

“…Second, encourage and listen to multiple perspectives. Public interest requires people to take part in larger discussions that affect society, listening to a variety of perspectives can encourage making a contribution (Moglen et al, 2017) because in a democracy everyone has the right to speak out and try to persuade each other so it can help innovative thinking in organizational decision making (Toledano, 2016). Through respectful dialogue we grow and become stronger (Pyle et al, 2018).…”