NGO, Activism and Public relations

Perceptions of the sectors

Greenpeace - David vs Goliath

NGO, non-profits and activists have often been categorised under "third sector" or "the fifth estate". This sector mushroomed in the 90's and since then have been the new watchdogs for the public. The perception of corporates by activists and NGOs was - "capitalist structures with exploitative relationships with communities" - and corporates in turn viewed activists as potential "threats". When corporates acknowledged the power of NGOs/activists and their increasing trust among the public, they were grouped as "active publics" that need to be managed. As an anti-activism strategy, corporates undertook "astroturfing" and "greenwashing" to paint a rather clean picture of their activities and practices.

The issue

Demetrious (2006) raises an important issue, "Activists have ignored the constructive practices of the PR industry and the PR industry has ignored the constructive practices of activists." But gladly these views have changed, Tench and Yeomans (2006) have asserted that, "Activists are regarded as a challenge to PR practitioners working for corporations but it should be borne in mind that activist organisations employ PR practitioners too." Though the PR industry has acknowledged NGO PR, there is limited existing literature on this subject.

PR practice in the NGO sector

PR in the NGO sector is different from the generic PR practice. Their practice requires in-depth ans extensive research, an aim for social change and above all undying passion and hope. They use tactical approaches to address social problems to achieve social and behavioural changes. Some activist/NGO organisations undertake lobbying and insider relations with the people in power in a view to achieve substantial, arguable compulsive results to achieve social change and the other kind like to go out loud and radical mobilising rallies, protests, marches to arrest attention of decision makers and powerful people. There are two main theories adopted by activists - structural behaviour theory and individual behaviour theory. While most activist campaigns use a combination of the two theories, many organisations, arguably, have spent more time, resources and energy in individual behaviour theory which has minimum scope of reaching their overall objective - social change.

Online activist based organisation

Online Activism

Arguably, a new type of activist organisation has sprung up which is online activism. Online activism uses internet to create political and social movements in order to achieve social change. While it has it's own limitations, online activism empowers individuals and engages them to be activists and social agents   to bring about a change. NGOs have been early adopters of online activism and has been able to highlight the power of it.  

PR is highly valued

NGO, activism and PR have gone a long way with strategically and more often successfully utilising  public relations practice and being a communications driven field has valued public relations more than any other industry.