A Theoretical Discussion on The Scope and The Dimensions of Activist Public Relations

Abstract

The concept of activist public relations challenging corporate public relations, which regards activist publics as the obstacles to an organization's effectiveness, brings up the activist function of public relations for discussion. The conceptualization of activist public relations asserts that public relations is used to oppose the corporate public relations contending that activist publics are obstacles for organizations and must be managed. This study aims to set forth the dimensions of activist public relations by introducing the studies claiming not only organizations (non-governmental organizations and corporations) but also activist publics and public figures, who are not members of any organization, use public relations tactics. The study proposes a categorization for the scope and dimensions of activist public relations. This categorization focuses on whether the activist publics are organized within an organization or not, and asserts that activist public relations has two dimensions: an 'organizational dimension' and 'societal dimension'. According to this categorization, organizational activism and the public relations practices of NGOs should be categorized under the 'organizational dimension' while Internet activism and the public relations practices of public figures should be categorized under the 'social dimension' of activist public relations.