PR-isation of humanitarianism: Why PR ethics are even more important in the non-profit sector

Ruta Butkute

Public relations (PR) has a bad rep across all publics. Many deem it unethical, a “spinning” mechanism. Even the humanitarian world’s use of PR does not help its reputation.

Celebrity endorsement

One instance where charitable organizations need PR is when they put a celebrity in the spotlight of their campaign. The use of celebrity activists by charitable organizations is not a new phenomenon. It goes back several decades, before the onset of social media and the internet.

Celebrities get slammed for their white savior complex when there is no organization behind them as well, like Bono’s actions in Africa.

U2 singer Bono in Africa
Source: capitalresearch.org

 One particular researcher has a very strong aversion to the use of feminist celebrity activists. Susan Hopkins argues that the use of celebrity endorsement by the UN “betrays” humanitarianism. She says, “it is perversely ironic that fashion models and movie stars are now packaged as icons of ‘global gender equality’”. The author deems the framing of the celebrity as a genuine representative of oppression insensitive and blames PR practitioners for rendering oppression invisible.

 Clearly, Hopkins is quite fervent to condemn the use of celebrities as representatives of world issues and she is quite wary of the PR industry as a whole. From a broad sociological perspective, there are many theories to support her view. From a PR perspective, PR practitioners do not decide who becomes a UN ambassador, but they do conduct the discourse around that choice. Their choices make a big impact.

Nicole Kidman - Goodwill Ambassador
Source: sheknows.com

More ethical PR

While ethical PR practice is a highly debatable matter, Hopkin’s article has exposed some ethical considerations for better PR practice when dealing with humanitarian issues. I will outline some key insights for PR practitioners to use in the humanitarian sector. While the advice is not so new, it is crucial to consider it for cautious communication in this sector.

PR practitioners should listen to all the stakeholders

Public relations should not serve one party and fool all the others, especially not in the humanitarian sector. In the UN case, the author makes a claim that becoming a celebrity representative for a UN humanitarian cause is a market opportunity to gain more fame. However, PR packages this move as a humanitarian act and often fails to reveal the stories of the people being represented by the celebrity.

If PR practitioners in the humanitarian sector want to serve vulnerable communities, these people shouldn’t be left out of the discourse, as they are stakeholders as well. Practicing symmetrical communication in the humanitarian sector is even more vital than in other sectors, because the stakeholders (beneficiaries) are some of the most marginalized and vulnerable people in the world.

Let’s not forget the power of PR

The way PR packages a message has wide consequences for society. In the humanitarian sector, we are often dealing with the welfare and often times the mere survival of human lives. Thus getting ‘the package’ wrong can have devastating consequences. While I’m not suggesting that the use of celebrities in charitable causes doesn’t garner immense funds, which can be used to make a good impact, the use of PR to make already powerful people appear more powerful in the humanitarian sector should not be the aim. Instead, PR practitioners could try to empower the beneficiaries. How? By giving them a voice.

Obviously, the moral responsibility of PR in the humanitarian sector is somewhat greater than in the corporate world. If you can’t do the moral walk, don’t do the PR talk.

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About the author: Ruta Butkute is a Corporate Communications Master’s student at the University of Amsterdam. Coming from a Liberal Arts and Science background, she has an interest in race studies and communications and wishes to pursue a career in the non-profit world.