Ethical Public Relations And PR Activism
Many of the messages and information we get online are designed to influence you in a way that you won’t consciously notice, that's why Public Relations strategies will go unnoticed when done right. Whether it’s an influencer talking about a new product they can’t get enough of or taking action on issues like climate change or racism.
So much of what happens online is about the persuasion of “consumers”. A lot of media platforms are designed for companies so that they make you think differently and take action (whether that’s buying a product or joining a movement). No matter the motivation, companies have the means to make up your mind, which is why it's important that businesses be held accountable.
The tricky part is that because this all happens “behind the scenes” with little transparency, In the not so distant past we have had to rely on businesses to hold themselves accountable. The tides are changing, however, especially on social media, where corporate narrative and brands are followed, and where unethical or inconsistent messages are called out.
But it's not just about what they say -- it's also about the actions they take. As Donnalyn Pomper, Endowed Chair in Public Relations at the University of Oregon, points out, the companies behind societal campaigns are "insider activists" and must take their corporate responsibility and corporate citizenship seriously.
Whether or not they are selling a product or an idea, the decisions they make behind closed doors have the potential to have far-reaching impacts on society as a whole and it shouldn’t be taken lightly.
Even smaller businesses' steps towards ethical PR have larger impacts because of the megaphone of the internet. As people are paying more attention to the moves large companies make, the understanding that all companies should be held to the same degree is apparent, and smaller companies have a responsibility to walk the big guys' talk and take clear actions in support of their espoused values.
In fact, when they do so, they reap the rewards. It has a positive effect on the company’s ability to retain and attract customers, employees, and partners, it shows that the company doesn’t only care about money, and the company can stand out more in the market, says Forbes.
I see the socially-driven efforts in place at TIEJA Inc. to conduct ethical business and I feel good about being a part of it. On top of having numerous benefits for its staff including the $250 donation stipend, and many educational resources, TIEJA Inc. walks the big guys’ talk. The values are showcased very publicly and backed up. Peacebuilders is a company that TIEJA Inc. is partners with. It is a non-profit organization that is devoted to restorative justice for youth. As far as success goes, the company isn’t under such a large magnifying glass as Nike or Apple, but through complete transparency and agreeable values, it has had consistent success. Being non-profit, It’s safe to say that a strong set of values can be enough to have success on its own.
Utilizing ethical PR means that companies must stay truthful and must represent themselves accurately. Part of that is standing up for what you believe in and being transparent about that, but some companies are not very open about the motivation behind their ethics and people do not like that.
We are all pretty aware of the role propaganda has played in social movements and politics. Though “propaganda” is often associated with negative events, propaganda also has played a positive role in public relations history and civil rights and feminist movements of the 1960s and 70s.
When we think about modern PR mechanisms, the power we have to get both positive and sinister messages to the masses comes with a huge responsibility where “insider” and PR activism is concerned.
Messages spread faster than ever and across an insane number of outlets and platforms. And then there’s the data and analytics the public never sees that is used to sway arguments and change minds.
Though this can be a threat when it comes to less pro-social movements, those same strategies can lead to PR activism that creates positive progression by gaining the support and commitment of audiences.
Audiences have a pretty good grasp of algorithms and sniffing out disingenuous individuals, but when we don't even know the faces behind big brands it becomes nearly impossible to trust what we see. In particular, youth audiences really want brands, ideas and movements they follow to stay transparent and genuine to their message.
This lack of trust, however, is feeding the new generations of activists to take matters into their own hands. Online activism is the catalyst for this.
The USC Annenberg’s Global Communication Report says that young people are “more energized” when it comes to social justice. On top of that, the new activists are using modern public relations tools to raise awareness of all sorts of things.
With more individuals feeling comfortable online about taking stances and that type of openness being normalized, I think it’s important that businesses do the same and stand up for some values, whether that be genuine or not. Even the disingenuous takes are important -- because if they’re doing their part and contributing positively does it matter if they really mean it?
This post was written by Emet Marrale, Content Creator Intern.
Emet is a recent high-school graduate, with an interest in multi-media, film and business.
He assists with a variety of content projects including video production, graphic design, marketing material, and blogging.
Emet’s artistic eye helps us bring new ideas to life, and push our creative vision to new heights.