Find connection between PR and social media

Sunday, 13 February 2011

Activism and PR

The activist groups although without a real governing power, over the years managed to gain considerable power over people’s mindset. They pose a threat to big corporations either by dragging out and highlighting their malpractice or by influencing the law, which consequently impacts on corporations’ business activities.

Perceived as a challenge to corporate PR practitioners, activist groups themselves thrive on PR and its tactics. One of the main threats to big and successful activist organizations nowadays is that they alarmingly start to resemble the big corporations themselves.
      Some images of activists stunts:

For example Greenpeace has developed over the years such a strong brand that now in many aspects it needs to think and act like a standard company with its all bureaucracy in order to maintain its structures.

Lord Krebs, the former chairman of the Food Standards Agency and current principal of Jesus College Oxford at an parliamentary event on science policy said that "Greenpeace is a multinational corporation just like Monsanto or Tesco. They have very effective marketing departments... Their product is worry because worry is what recruits members," he said. (link to the Guardian article)

Anyway, let’s go back to the most characteristic PR tactics used in activist campaigns, which are: 
1. Stunts
2. Third-party endorsement from opinion leaders, journalists, celebrities, MPs
3. Catchy soundbites and imagery materials for media
4. Social media activity

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