Search

In July of 2021, Simone Biles shocked the world with her withdrawal from the 2020 Tokyo Olympics citing "mental health" as her rationale. Mental health remains a taboo subject within the realm of professional sports, and is often devalued, in stark contrast to the value placed on physical health. The present study explored Biles's framing of her withdrawal and publics' reactions to the withdrawal across two distinct social media platforms. Critical rhetorical analysis was used to analyze the Instagram posts made by Biles and a press conference transcript announcing and reifying her withdrawal, as well as 100 TikTok videos and 1000 comments illustrating publics' reactions. Findings demonstrate that Biles's framed her messages through genuineness, responsibility, resistance, and consistency. As a result of the frames used in the withdrawal messages, and the modality allowances afforded on TikTok (e.g., video, text, text and video, stitching), the space for dissent, as well as the ability to critique current power structures was created. From these findings, theoretically I argue that (1) framing theory can be used to create the space for resisting power, reclaiming agency, and challenging attacks of morality, and (2) theorize the ability of public relations to shape broader societal discourse. Practically, this research adds to the public relations literature (1) the value of new frames for image cultivation and the new role of publics for engaging in the acceptance, rejection, or co-creation of frames put forth by organizations and (2) the role of message modality for cultivating discourse and dissent. • Framing as a tool for resisting power and reclaiming agency. • Message modality access can influence dissensus discourse. • Social media allows publics to co-create frames with organizations. • Athlete communication shapes and is shaped by public relations. [ABSTRACT FROM AUTHOR]

This paper addresses an important era of women's activism in Kuwait. In the 1950s, when the government recognized women's rights for education, the wave to obtain other civil rights clashed with culture, tradition and religion which became serious obstacles facing women in their struggle for basic rights. This historical study focuses on the establishment of two women's organizations -- the Arab Women's Development Society in December 1962 and the Kuwait Women's Cultural and Social Society in February 1963. To sway the negative image of women in a patriarchal society, women used activism as a public relations tool to achieve their social, civil and political rights. The study uses cultural-economic model (CEM) to illustrate how activism and public relations were articulated as synonymous to foster women's rights in Kuwait. Archived documents and content analysis of media content published in the 1960s reveal that activism played a vital role as a public relations strategy and that social activism was more effective than political activism. The study highlights the implications of culture within the context of both public relations and activism. • Study adopts the cultural-economic model of public relations to analyze activism in the womens rights movement of Kuwait. • Content analysis of newspapers and magazines suggests public relations and activism were synonymous to the women's rights movement in Kuwait. • Women's activism for social rights was more emancipatory than for political rights in an Islamic society such as Kuwait. • Study provides insight into public relations, activism and the Middle East. [ABSTRACT FROM AUTHOR]

• Activists do not only solely on their own rhetorical arguments to attain legitimacy. • Activists link their arguments to external narratives to help acquire legitimacy. • Activists must vigilantly monitor issues to capitalize on developments. Activist organizations use issues management when pressuring corporations to alter practices and policies that these groups find problematic. Throughout this process, activists must establish legitimacy for their issue concerns, organizations, and proposed solutions to gain public support for their activities. This study qualitatively analyzes the communication practices of 21 activist organizations to understand the strategies that these unique groups harness as they seek to build legitimacy as part of the issues management process. The findings contribute to a growing body of public relations research on activist communication by introducing a new legitimation strategy that underscores the importance of ongoing issues monitoring for activists and illustrates how activist organizations can co-opt extant narratives to build legitimacy for their existing issue arguments. [ABSTRACT FROM AUTHOR]

Community activism provides a useful lens for reexamining core concepts of public relations theory and history: community, temporality, and feminist values. This project foregrounds the work of two transformative community activists and prolific authors, Grace Lee Boggs and bell hooks—women whose decades-long efforts balanced urgency and sustained commitment to issues, as well as the people in the neighborhoods and physical communities they were a part of. While temporal concerns have found a place in crisis communication scholarship (e.g., Bean & Madden, 2019; Bean et al., 2015; Liu et al., 2017), they have yet to be presented as a central part of theories of activism in public relations. Adding their voices and perspectives to the broader story of public relations history helps to (1) center non-corporate histories as public relations, (2) showcase stories and strategies of women of color as effective advocates and transformative community leaders, and (3) present temporally informed theoretical development in activist public relations, including the creation of a new framework: ongoing community activism. • This project adds diversity and nuance to narratives about public relations history through centering the stories of two women activists (Grace Lee Boggs and bell hooks). • The findings augment theory through revised understandings of community building and ongoing activism that emphasize physical place and feminist values. • Community activism reflects temporal extremes: Immediate responses to imminent threats and decades-long sustained campaigns. • A framework of ongoing community activism for public relations is developed, emphasizing community building and feminist leadership values. [ABSTRACT FROM AUTHOR]

This paper proposes an alternative approach to the scholarship of activist public relations, based on the ideas of the sociologist Pierre Bourdieu; notably his understanding of activism in society. Although Bourdieu is one of the most quoted sociologists in the world ( Santoro, 2011 ; Truong & Weill, 2012 ), his work has only received limited attention in public relations, and has been entirely ignored within the context of activist communication. This is despite his focus on power, relationships and the role of activists in modern democracies, all of which are central themes in public relations practice and research. Based on Bourdieu’s theory of practice, the discipline’s prevailing, dominant, industry serving, functionalist paradigm positions public relations’ role in society as to perpetuate social inequalities. However, drawing on his ideas leads us to question if public relations skills could be equally utilized to challenge existing power imbalances in society, either in support or on behalf of those groups and individuals whose voices have been drowned out by traditional public relations efforts. The author argues that Bourdieu was not only an accomplished scholar, but also an activist in his own right. It is this combination of personal experience with academic ideas that lends weight to his scholarly work through which he urged the scholarly community to utilize their skills, knowledge and research to challenge (perceived) inequalities in society. The emergence of this type of activist academic , committed to giving voice to multiple coexisting, sometimes directly competing points of views, would arguably further justify and strengthen the existence of public relations as a scholarly discipline in its own right. [ABSTRACT FROM AUTHOR]

Dialogue and persuasive strategic communication are often perceived by public relations scholars as two distinct approaches to the practice. After revisiting and reassessing debates surrounding the two approaches, this article introduces accounts of the use of dialogue and strategic communication in the political life of Martin Buber, whose philosophy has inspired PR scholarship on dialogue. It traces Buber’s writings and activities as communicator in the service of the early Zionist movement and, in his later life, as campaigner against the establishment of the State of Israel, and as promoter of dialogue between Zionists and Arab Palestinians. Based on archival research the article uncovers Buber’s political and PR work to provide insights into his philosophy in the context of his political and life experiences. Inspired by Buber’s work the article argues that dialogue and strategic communication both have the potential to be deployed ethically, and for prosocial causes, or to be deployed in a self-serving and unethical way. In this, it supports other scholars’ argument that public relations should reconcile with the fact that both are legitimate tools and it further argues that both might be used either ethically or unethically. It concludes that ethical PR practice depends less on the form of communication, and more on transparency, honesty, openness, and respect in the way dialogue or strategic communication are conducted. [ABSTRACT FROM AUTHOR]

Public relations scholars have called for a shift from organization-centred approaches and practices to community, – or collective-based ones. With the Internet, the latter have become more frequent although under-researched or not well understood. This article addresses those gaps by researching a community-based campaign in New Zealand and by underpinning the research with collective action theory. Methodologically, it combines netnography, thematic analysis, and interviews with major players, to analyze a civic crowdfunding campaign. It provides an account of how two amateur activists not only initiated and managed this campaign, but also raised US$1.5 million (NZ$2.27) within three weeks to buy a private beach and gift it back to the New Zealand public. The article seeks to add to both PR scholarship and practice. It adds to the former by analysing the campaign and identifying success factors for civic crowdfunding campaigns more generally; and to the latter by accounting for a different kind of activist and community-based PR that goes beyond organization-centred approaches to offer gratifying community-centered work that improves the reputation of PR for contributing to the common good. [ABSTRACT FROM AUTHOR]

This article examines a contemporary articulation of lesbian, gay, bisexual, and transgender (LGBT) activism, LGBT youth outreach, as a historically contextual moment. By way of a cultural-economic examination, this study explores the identities constructed by both producers and consumers of an LGBT activist campaign. The cultural-economic model (CEM; Curtin & Gaither, 2005) provides a critical theoretical framework to examine public relations, activism, and social movements. [ABSTRACT FROM AUTHOR]

This article demonstrates the relationship between journalism and public relations in the case of Bertha von Suttner (1843–1914) from Austria, Nobel Peace Prize Laureate in 1905. Based on a literature review, the research in this article sheds light on both journalism and public relations in the late nineteenth century in view of this story of an extraordinary woman. Starting with the idea that Bertha von Suttner was not only a renowned journalist and writer, but also a propagandist for peace and women's rights, this paper notes that journalism and public relations are not just two sides of the same coin but, particularly in view of campaigns, can stand side by side for a cause. As well as a theoretical discussion, the contribution highlights the instruments utilised by Bertha von Suttner to fight for peace and equality. Furthermore, the results outline some perspectives, which logically illustrate that both journalism and public relations are based on the same intentions regarding campaigning. Due to this, journalism and public relations merge into one activism field. [ABSTRACT FROM AUTHOR]

Through thematic analysis of user-generated comments to posts on Chick-fil-A’s Facebook page, this article explores the postmodern concept of dissensus ( Lyotard, 1988 ) as an area for development in activist and social media research. This article examines which dissenting perspectives emerged, how dissensus was expressed, and the implications of this for practitioners and scholars. Several areas for embracing dissensus suggest how social media may impact public relations practice and theory. [ABSTRACT FROM AUTHOR]

This study explicates online political activism (OPA); provides a short, reliable, and valid index for measuring OPA; and examines correlates that predict such active publics. A national probability sample of adult American Internet users was surveyed using random digit dialing. The study found OPA is more frequent among older, wealthier, and more liberal respondents. OPA increases with Internet self-efficacy and search engine usage. [ABSTRACT FROM AUTHOR]

The words of Lund and Nabavi, “we learn more about something if we talk about it” ( 2008 , p. 27), highlight the importance of conversation and dialogue in bringing about change – be it in an organization or in society. In South Africa, given the country's history, changed and new conversations are needed even though dialogue across ethnic, social and political divides does not come naturally. Despite celebrating 20 years of democracy, South Africans still face many economic, social and moral challenges. These challenges manifest themselves through protest actions against the slow pace of improvement in the townships, frustration with lack of personal progress among young South Africans and a lack of tolerance and understanding of the “others” ( Seekings, 2007 ). Unfortunately, change takes time and concerted effort ( Eyre & Littleton, 2013 ); trust must be built and is earned through participation in open dialogue and mutual negotiation ( Bardhan, 2011 , p. 97). Public relations (PR) activism as a manifestation of the postmodernist worldview and PR activists as change agents are at the heart of this exploratory study of the role of public relations in South African society. This article investigates the principles and methods used by Primedia Broadcasting South Africa's LeadSA initiative to start and facilitate social dialogue and to contribute to social change. Data were collected by means of interviews with key decision-makers at LeadSA. In addition, a variety of documents, such as electronic newsletters, internal documents and research reports, was analyzed. A case study approach was used to contextualize the theory and illustrate the principles and practices implemented by LeadSA. [ABSTRACT FROM AUTHOR]

Traditionally activists have received more attention as external publics than as users of public relations themselves. This article reviews the dominant literature that positions public relations in contrast to activism and suggests theoretical directions for bridging the gap between activism and public relations. This critical essay provides a brief historical outline of activism in public relations literature, identifying gaps and proposing the cultural-economic model (CEM; Curtin & Gaither, 2005) as a way to propel scholarship of activism and public relations forward. This article presents the CEM as a heuristic theoretical framework to examine how activism and public relations are not always antagonists but sometime synonymous. [ABSTRACT FROM AUTHOR]

Internationally, strategic use of digital media has successfully united activists with voters on a number of social issues. One such issue is the case of Lynas, an Australian rare earth mining company, wanting to set up a refinery in Malaysia prompting Malaysian NGOs to share, collaborate and communicate online with various stakeholders, international NGOs and the public to ensure a slowdown on the operations of Lynas in Malaysia. This paper examines how anti-Lynas public sentiment was successfully created through social media for an activist campaign. [ABSTRACT FROM AUTHOR]

• Activism has a substantial role within the specialization of Indigenous Australian public relations. • Indigenous women working in public relations utilize their activist skill set in their personal lives. • There are unique cultural connections between the concepts of Indigeneity, professional activism and personal activism. • Indigenous Australian public relations strategies can involve activism through fashion. The role of activism is important in the field of Indigenous Australian public relations as a strategy for creating change and giving back to Indigenous people and communities. However, there is a dearth of information on how, when, and why Indigenous women employed in public relations engage in activist practices. This paper aims to help fill this gap by exploring the activist practices used by Indigenous women working in public relations in their personal lives. By considering personal activism from the perspectives of Indigenous women in public relations, we can further conceptualize activism within the profession. Through the critical lens of Indigenous women's standpoint theory, and utilizing an Indigenous yarning method, five Indigenous women discuss their definitions of activism and the various ways in which they engage in activism within their personal lives. This paper builds upon the ideas of activism within public relations and demonstrates the power of public relations in terms of influencing social change for Indigenous people and others. [ABSTRACT FROM AUTHOR]

Abstract: The dominance of Excellence Theory in public relations theory and research may be eroding as contemporary issues in corporations, including the concern with activist challenges to reputation management and corporate social responsibility, increase in visibility and demand explanation. We argue that Excellence Theory‘s seemingly reluctant evolution has provided unsatisfactory treatments of concepts like power and activism, even though it has attempted to address some limitations of the symmetrical model''s efficacy in responding to activist challenges. Excellence Theory‘s acknowledgment of once-vilified concepts like persuasion and power sets the stage for critical public relations theory and research to emerge as significantly more capable of addressing activist advocacy and concomitant issues. The paper argues that critical theory, buoyed by acceptance of its key concepts, its increasing access to presentation venues and journals sympathetic to once-marginalized, alternative perspectives, is poised to infiltrate the public relations orthodoxy. This possibility offers hope that once marginalized pluralistic approaches, especially critical public relations, may disrupt the colonization of the orthodoxy and infiltrate mainstream public relations. [Copyright &y& Elsevier]

Abstract: This article elaborates on the argument that the history of U.S. public relations has been distorted by the emphasis on corporate functions of public relations. The dominant corporate-centric view of U.S. public relations history often claim that public relations developed as a response to activists who attempted to interfere with business operations. That myopic, corporate-centric view has perpetuated a negative view of public relations as merely a tool of “big business”. In the past as well as the present, corporations have been learning from and co-opting activists’ innovative public relations techniques. By alternatively grounding U.S. public relations history in the works of activists, we open possibilities for re-imagining the field and legitimizing activists’ works as a positive, central component in public relations theory and research. We end by providing resources educators can utilize to teach a more balanced view of public relations history in the U.S. [Copyright &y& Elsevier]

Abstract: Kent and Taylor proposed five dialogic principles for mediated public relations in 1998 and numerous studies of activist groups, corporations, and educational institutions have shown that most websites fail to meet their dialogic potential. This study explores some of the reasons why activist organizations do not integrate dialogic features into their websites. Thirteen activist public relations practitioners were interviewed to determine their perceptions of websites as tools for information dissemination and resource mobilization. Three consistent themes emerged from the interviews: (1) website communication is perceived to be most effective when tied to issue-specific events and issue currency, (2) websites cater to existing and highly involved publics, and (3) websites are viewed as passive communication tools that must be supplemented with traditional public relations practices. [Copyright &y& Elsevier]

Abstract: The study reviews FCC policy about identifying the source of video news releases (VNRs) and looks at the activist efforts of the Center for Media and Democracy (CMD) to affect policy. The FCC rules about VNR use are clear: stations are not obligated to identify the source of footage taken from video news releases if there are no sponsorship issues (payment for placement) unless VNRs concern political or controversial issues. The basic argument is whether source identification of VNR material should be self-regulated by journalists or regulated by the government as advocated by the CMD. The study looks at efforts of the Center for Media and Democracy (CMD) to affect the practice of public relations through pressure to regulate video news releases by examining discourse and calls for action on the CMD Web site, responses by other organizations including the Radio and Television News Directors Association (RTNDA), and resulting FCC actions in order to examine the role of activism in the VNR debate. It found CMD efforts influenced the debate by serving an issues activation and agenda-setting function that resulted in news coverage and triggered an FCC investigation of VNR use, but was not successful in the attempt to change policy. [Copyright &y& Elsevier]

Abstract: This study extends previous public relations research that has evaluated how the websites of Northern NGOs facilitate relationship-building (), affect the media agenda (), and gather and disseminate information about civil society activities (). The study explores the relationship-building functions of Chinese ENGOs. The content analysis suggests that Chinese ENGOs’ websites reflect the realities of activism in China. They provide information to members, the public, and the media but these organizations do little to organize their publics to participate in environmental social movements. The findings provide a picture of the early years of the Chinese environmental movement and the use of the Internet in their public relations and advocacy. [ABSTRACT FROM AUTHOR]

Abstract: This paper argues that carnivalesque protest comprises a particular genre of activist public relations which articulates conflict with, and resistance to, dominant discourses on controversial issues. A case study of the New Zealand group Mothers Against Genetic Engineering illustrates how the carnivalesque, by promoting community relationships and influencing public opinion through values of affect, can open up new spaces for public dialogue about social issues. It is argued that carnivalesque protest challenges the notion that collaboration should be a core professional value of public relations practice. [Copyright &y& Elsevier]

• Aims to stimulate debate about public relations education and its curricula. • Questions why, when prominent public relations theorists are establishing a developing relationship between activism and public relations, is this research not reflected in public relations curricula? • Challenges the functionalist approach to the teaching of public relations. • Proposes that incorporating activism studies into public relations curricula provides the opportunity to deconstruct public relations practice and critique the role it plays in society. • Proposes that incorporating activism studies in public relations curricula provides a platform for public relations to consolidate its position as a progressive field of knowledge and practice. This article aims to stimulate debate about public relations education and its curricula. It questions why, when prominent public relations theorists are establishing a developing relationship between activism and public relations, is this research not reflected in public relations curricula? The functionalist approach (where public relations is taught as a neutral organisational function) is endorsed by public relations' powerful credentialising bodies, and strongly influences the content of public relations' educational objectives. Rather than allow this functionalism to dominate curricula objectives, public relations teachers, as professionals, have a responsibility to deconstruct public relations practice and critique the role it plays in society. This article proposes that incorporating activism studies into public relations curricula provides an opportunity for public relations teachers to navigate this complexity. In addition, incorporation of activism studies in public relations curricula has the potential to provide a platform for public relations to consolidate its position as a progressive field of knowledge and practice in a dynamic and complex environment. [ABSTRACT FROM AUTHOR]

Abstract: This paper is based on the belief that online activism is essential for understanding the role and potential of public relations in modern campaigns. In relation to the issue of gender violence against women in football, analyzed and compared are the responses of two official, resource-rich organisations – the National Rugby League (NRL) and Australian Football League (AFL) – and an unofficial, resource-poor fan advocacy group, called Football Fans against Sexual Assault (FFASA). In cooperation and conflict with the leagues, FFASA positioned itself in the market place, taking the widely unoccupied niche of “fan advocacy”—different from “expert advocacy” or “player advocacy”. The article discusses in more detail the major strategy of the group, the Purple Armband Games, which carries many elements of cutting-edge public relations such as advocacy as third-party endorsement; “fan activism” as empowering of “expert advocacy”; “symbolic outsourcing” of participants by facilitating their mode of engagement, the “emblematic richness” of the purple armband symbol, the “oneness” of which overcomes any confrontational dualism. [Copyright &y& Elsevier]

Abstract: South Africa has undergone one of the most drastic political changes of the late 20th century. Its 45-year tradition of public relations practice and education allows for the study of change on practice. Results indicate public relations becomes more important and strategic during times of change, and while affecting change it is also affected by change. Practitioners felt they made an important contribution to social upliftment and black economic empowerment. The more democratic political environment forced practitioners to be more aware of important political constituencies, particularly community and grassroots publics who hold high symbolic value. Cross-cultural communication became more important but also problematic. [Copyright &y& Elsevier]

Abstract: Master and sub frames used by the Sierra Club to communicate with its members and the public were identified in Sierra Club chapter newsletters, regional and national newspapers via content analysis to identify the occurrence of message frames and sources. Frames in three areas – drilling in the Arctic National Wildlife Refuge (ANWR), coal-fired power plants (CFPP), and sprawl – were analyzed. Sprawl was the most mentioned subject in all three media. Sierra Club themes were found infrequently, suggesting the need to focus frames. But, Sierra Club frames appeared with greater frequency than competing frames. Environmental sources were the majority in the sampled articles, suggesting the opportunity for powerful framing of public opinion, with focused message frames and trained environmental spokespeople at all levels, i.e., national, regional, local. New theoretical ground for public relations scholarship is opened and findings could influence message strategies of activist and corporate or government organizations. [Copyright &y& Elsevier]

Highlights: [•] We examined the evaluation of radical and moderate activists based on public attitude, intent to engage in electronic word-of-mouth and intent to donate to activists. [•] Participants showed greater intent to engage in electronic word-of-mouth to radical activists than moderate activists. [•] Participants showed the most positive attitude to protest strategy compared to humiliation and terrorism. [•] Participants had the greatest intent for electronic word-of-mouth for protest strategy. [•] Intention to donate was highest for protest strategy. [ABSTRACT FROM AUTHOR]

• This study explores the perceptions of activism of early career public relations practitioners; social representation theory was used as meta-theoretical approach. • PR activism is explored in a diverse and developing context such as South Africa. • Individual influence and agency of young practitioners are explored. • PR activism is found to include promoting the interest of others and the PR profession. A critical, socio-cultural turn in the public relations research agenda has shifted attention away from a predominately organisational focus to include the individual practitioner, and their symbolic power relationships (Curtin & Gaither, 2005). This has resulted in critical interrogation of issues such as dissent, power and activism in professional role enactment with an emergent, activist stance that actively questions and resists existing power structures and normative practices (Holtzhausen, 2012). This turn requires PR as well as in a diverse range of other disciplines to find new forms of addressing some of the wicked problems of our time, such as the social and cultural influences that public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice. The positioning of the critical-cultural and postmodern paradigms lends itself to the application of social representation theory (SRT) as a framework for analysis and understanding (Bauer & Gaskell, 2008; p. 351). However, to date limited research has been conducted on the social influences public relations practitioners are subject to in enacting culturally sensitive public relations roles in their practice, especially in respect of public relations practitioners who occupy junior to mid-level positions in formal employment contexts. In particular, individual influence and agency of entry level or early career public relations practitioners in South Africa has been under researched. It is against this background that this study aims to determine the perceptions of early-mid career South African PRPs on how they socially represent their activism in a poly-contextual and diverse cultural context. This is especially important in a context where PRPs are required to justify the value their actions have in achieving social change. The findings suggest that South African activist public relations practitioner (PRP) role enactment may not only entail promoting the interests of those who are marginalised and excluded from social contexts, but also requires advocating for the legitimacy of their own activist role in their contexts of practice. [ABSTRACT FROM AUTHOR]

Abstract: This study examined activist group websites (N =300) to determine how activists are engaging in resource mobilization online and provides a benchmark for current mobilization practices by activists. Website features asking visitors to donate, join the organization, and links to other activist groups were most common on the sites. The study positions resource mobilization in terms of online relationships and organizational linkages, argues that resource dependencies drive mobilization efforts and that resource-based relationships with publics may be established in the mobilization process. [Copyright &y& Elsevier]

Abstract: This paper outlines the ways in which various literatures and exemplary organizations (Business for Social Responsibility, the Global Alliance for Public Relations and Communication Management, and the Global Compact) define, set principles, and provide frameworks for corporate social responsibility (CSR). It also explores British broadcasters’ accountability mechanisms and the extent to which U.K. broadcasting activist NGOs view them as adequate CSR. The activists studied were six British broadcasting-centered and Scottish cultural NGOs that lobby in the EU and at home. The data suggested that these activists’ public relations has pro-social, pro-democratic effects and that the CSR/NGO literatures and organizational frameworks provided may enable broadcasting activists and targets to more effectively pursue CSR. [Copyright &y& Elsevier]

• World War II public relations campaign equated sexual health with patriotism in attempt to lower VD rates. • Anti-VD campaign designed to help improve industrial productivity. • Social reformers used public relations during wartime in a similar fashion to how government agencies used the function. Much of public relations historiography on World War II focuses on the government uses of the function. This study fills a gap in the literature by exploring how a non-governmental organization called the American Social Hygiene Association (ASHA) used persuasion communication efforts to enlist the aid of management, labor, and local communities in the United States in the control of venereal disease (VD) rates. The case study advances a more diverse understanding of how activists have utilized public relations and found that the social reformers' use of persuasive communications strategies and activities aligned with the view of public relations as the strategic and intentional participation in the social construction of meaning to achieve a planned outcome. [ABSTRACT FROM AUTHOR]