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Journal Article 14.1: Toledano, M. (2016). Advocating for reconciliation: Public relations, activism, advocacy and dialogue. Public Relations Inquiry, 5(3), 277-294.

Abstract: Traditionally, the public relations (PR) literature on activism tended to focus on organizational perspectives and organizational responses to activist group pressure. More recent studies looked also at PR practitioners as activists within their organizations or at their role in the service of activist groups. Ihlen and Verhoeven (2009) admitted that they “would like to see studies of this practice [activist PR] also become a ‘natural’ part of public relations” (p. 334). This article responds to them by researching the complex and diverse practice of activist PR. Using narrative inquiry to study a professional case, it demonstrates how, even when performed by the same practitioner, advocacy, persuasive strategy and facilitation of genuine dialogs may be used at the same time and ethically to achieve organizational goals and to seek social change. Through a case study, it foregrounds specific features of activist practice, practitioners’ motivation and their willingness to pay high costs for promoting a social cause. Although based on a PR activist experience in the context of the Israeli–Palestinian conflict, the article suggests that the conclusions would be relevant to activist PR in many parts of the world.

Journal Article 14.2: Chambers, D., & Baines, D. (2015). A gift to the community? Public relations, public art and the news media. European Journal of Cultural Studies, 18(6), 639-655.

Abstract: The use of public art to regenerate former mining regions is now commonplace. This article assesses the function of public art within the public relations strategy of a mining company to facilitate planning and manage local opposition. A case study of the land sculpture, Northumberlandia (2012) and media-framing analysis demonstrate how corporately funded public art serves as a powerful public relations tool to justify the renaissance of surface coal mining. Media releases and more than 90 news items are analyzed to understand PR strategies and media dynamics involved in representing the affected community. The article explains how public art functions as a public relations news framing device within a discourse of economic and cultural regeneration. Referring to the sculpture as a “gift to the community,” corporate public art claims a civic role. This preferred set of meanings is recycled in mainstream news as a process of “PR framing” to circumvent local opposition.

Journal Article 14.3: Rogers, C., & Andrews, V. Nonprofits’ expectations in PR service – Learning partnerships. Journalism & Mass Communication Educator, 71(1), 95-106.

Abstract: Little scholarly evidence exists about the communication needs of nonprofit community partners and what they think constitutes an ideal service–learning (SL) relationship. This study seeks to fill this gap by identifying SL projects and relationships that best serve nonprofit community partners with communication needs. The researchers conducted a focus group and a survey with nonprofit organization staff to identify their expectations of a SL partnership and the type of partnership they prefer to meet their communication needs. This study confirms anecdotal evidence that nonprofit community partners need to be better educated about public relations and the public relations process.