Nowadays, politics and business are no longer on the opposing sides of the spectrum, not interfering with each other. Powerful organisations have taken a political and social voice and participate in today's debate, they join social movements and spread these activist messages with their audiences. The social impact of these organizations can be used to move the world forward. We already see an ongoing trend where powerfull brands like Nike, Coca Cola and United Colors of Benetton take a political stand and spreading their coloured voices about socies issues to the mass.
Take a stand
This blog post will tell you how to successfully take a stand, without conflicting with your responsibilities towards the organisation's stakeholders and corporate aims, based on a study of Toledano (2018). Organizations should take their social responsibility and use their power to move the world forward. However, joining a social movement and interfering with sensitive topics as an organization can seem to be tricky. As a PR practitioner, you are already struggling with the conflicting role of serving the responsibility towards the organisation's stakeholders and society. Also taking the role of an activist seems impossible and conflicting with each other.
Nevertheless, are activists and social movements necessary for changes in our societies. Think about women's right, environmentalism, and civil rights.
Activism moves us forward
Considering the positive trend of organisations taking a political and social standpoint increases awareness, change in attitudes and creates inclusion rather than exclusion The threshold to stand for a certain political or social ideology becomes smaller to tap in for society. When large organization show their colour of voice their audiences are more likely to follow. You as a practitioner have the skills to reach a large audience, create awareness and open up a debate without forcing consensus to create possibilities for change.
Take the example of Robi Damelin, a successful PR practitioner in Israel who used her skills to create a dialogue between Israeli and Palestine families to increase understanding of both sides and shrink the gap between to two camps who hate each other. Her use of PR skills resulted in the ability to create a dialogue, influence attitudes, public opinion and the political agenda aiming for a peaceful solution.
How to use your PR power
Not all organizations are suited to become this type of peacemakers, but with these 5 tips help to make a first step in creating a stand, take up social responsibility and make a change!
1) First, be a translator of the voices of your target audience. Identify the social or political issues your audience is thinking about that need change. Only take upon issues that fit within the identity of your organization.
2) Secondly, translate this issue into a clear powerful message that includes your standpoint. This message is your 'product' in this sense.
3) Maintain as well as facilitate in dialogues. The power of dialogue and inclusion of many different voices is shown to be an effective tool to create social change as shown by the study of Toledano (2018). These dialogues should focus on listening and sharing experiences instead of only persuasive communication between citizens but also politicians.
4) Be visible. Not only in the form of spreading your message across via a campaign or ads. Use your power to be visible in movement marches, events about the issue, or events related to your target audience. Be tangible.
5) Use your PR power and create a platform to spread your message and move the world forward by listening, sharing experiences, showing empathy, understanding and respect!
What did you or your organization already to do take a stand? Let me know in the comments and inspire each other to move the world forward!
About Jorien van der Weerd
Jorien is a master student in Political Communication & Journalism at the University of Amsterdam. Her interest lies in the social aspects of society, the influence of media and public opinion. She grew up in the North of the Netherlands and lives now in the urban bubble, called Amsterdam. Peddling between these two areas of her heart, she listens to her party playlist on repeat, tries to read the book of Yuval Harari (never finished) and calls with her friends about life and everything around it.
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