Approaching terrorist public relations initiatives

Abstract

The objective of this article is to further our understanding of terrorist public relations initiatives through exploring communicative efforts that are inherent in terrorist activities and associated with terrorist actors and by scrutinising discourse emanating from terrorist movements and perpetrators. By analysing this content and output, the article identifies three core and interrelated components of terrorist public relations initiatives: (1) the communicative aspect of the terrorist act itself, (2) conveyance of ideological tenets and (3) counter-narrative work. The article concludes by considering some of the theoretical implications of the analysis and the relevance to different disciplines, highlighting the importance of understanding terrorist mobilisation efforts through public relations.

The Discursive Construction of Terrorist Group Identity

“…Terrorists' efforts in persuasive communication have been compared to those of professional public relations practitioners. 48 Weimann, after his analysis of terrorist website content, concludes: "Terrorist rhetoric on the Internet tries to present a mix of images and arguments in which the terrorists appear as victims forced to turn to violence to achieve their just goals in the face of a brutal, merciless enemy devoid of moral restraints." 49 With terrorist rhetoric, Weimann means semantics and language devices used on the websites of terrorist organizations.…”

Brand ISIS: Interactions of the Tangible and Intangible Environments

“…"This also called for the careful development of campaign slogans, logos, and colors that were coordinated strategically" (Newman 2016: 91). Certainly, ISIS has been very adept to using the internet as a means to rapidly and effectively disseminate their message and brand, which has been noted by numerous observers (Holbrook 2014;Melki and Jabado 2016;Spencer 2017).…”

“…There are some good reasons for pursuing this approach though. These terrorist organizations have proven themselves to be very adept at simultaneously communicating to different groups and interests, which has provoked both policy-oriented and academic interest (Heck 2017;Holbrook 2014). Leading brands of terrorist organizations, such as ISIS, have been very successful in communicating their political cause through branding and marketing strategies.…”

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

“…Holbrook goes further by arguing that ‘After all, terrorism can be seen as a form of violent fringe activism in pursuit of political and religious causes’ (Holbrook, 2014: 146). In sharp contrast, Holtzhausen’s (2000) postmodern perspective ‘opens the door for public relations practitioners to act as community activists, an approach that is not only radical but also ethical and desirable’ (p. 99).…”