The Public Relations Handbook, 5th Edition

Chapter 20Activism and public relations

Philip Young

Chapter Aims

This chapter considers activism as a pure form of public relations. After examining why many practitioners and theorists see activists as destructive and needing to be contained, managed or neutralised, it explores ways in which making a persuasive case for new or controversial ideas enriches democracy. It also points to the increasing similarities between leading activist groups and major businesses that use similar techniques to commodify protest for corporate gain.

The Domain of the Enemy?

Public relations activity is central to activism. Arguably, activism is public relations in its most developed and articulated form. Activism is about power and change. Activism is adversarial ...