Activists playing a dual role: identities,organizational goals,and public relations practices |
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| Authors: | Hua Jiang Lan Ni |
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| Institution: | 1. Department of Mass Communication and Communication Studies, 8000 York Road, Towson University, Towson, Maryland, USA;2. Jack J. Valenti School of Communication, University of Houston, Houston, Texas, USA |
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| Abstract: | - This study explores the relationship among identities, goals, and public relations practices of an activist organization through in‐depth interviews and document analysis. Findings suggest different levels of the participant organization's identity in communication with its different audiences. In playing its dual role (as a “public” to its target organizations and a “public communicator” to its own publics), the organization acts as an honest representative voice and a credible source of information to both parties, a process that requires a balance position compatible with its mission. Its public relations practices were found to be consistent with the identities it appropriates and the values it respects.
Copyright © 2009 John Wiley & Sons, Ltd. |
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