Grunig, L.A. (1992). Activism: How It Limits the Effectiveness of Organizations and How Excellent Public Relations Departments Respond. In J.E. Grunig (Ed.), Excellence in Public Relations and Communication Management (pp. 503-531). L. Erlbaum Associates.
Activism is a concern for organizations and should be thoughtfully addressed with two-way symmetrical communication strategies. Activists are collections of individuals who organize to exert pressure on an organization on behalf of a cause, seeking to influence or change a condition. Hostility between organizations and activists is growing as economic power becomes more concentrated, and activists worry about the social consequences of organizations having too much power. People also have higher expectations of organizations’ economic and social responsibilities.
If organizations fail to respond properly to activism, it can lead to bad press, a change in public perception, and even government regulation. Organizations should be aware of public opinions so that steps can be taken to prevent them from becoming threats to the organization. They should acknowledge the legitimacy of activist groups, including smaller groups who are often more efficient and powerful than larger ones. Organizations should seek out opportunities to negotiate with activists, as organizations rarely fully “win” against activists, and activists tend to adopt a more trusting, cooperative attitude when organizations show a willingness to negotiate. Two-way symmetrical communication strategies should be used when handling activist groups, with both parties mutually engaging in an exchange of ideas and working toward shared understanding and decision-making. Based on this study, other communication approaches, such as ignoring activists or attempting to persuade them, were not effective.
Activists often use social media to support their efforts. This article points to the importance of monitoring social media conversations and sharing potentially problematic opinions with the appropriate internal stakeholders before they can become a major issue. The findings of this article will also inform my social media strategies moving forward. Specifically, listening and two-way dialogue should be used when engaging with activists.
Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.
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