Activism, prosocial public relations and negotiation: the case of St Vincent de Paul

Abstract

Purpose

The purpose of this paper is to explore the propositions of activism and prosocial public relations that an organization will engage in non-confrontational (prosocial) public relations and negotiation by building up internal resources, reaching out to target publics, and making connections to a cause to gain visibility and support.

Design/methodology/approach

This study was a single embedded case study that explored the public relations and communication tactics of a non-profit organization (NGO).

Findings

Observations from the case study support the proposition. This study begins to establish some of the public relations methods of how a successful prosocial NGO can successfully engage its publics through activism and negotiation.

Research limitations/implications

A single embedded case study is not generalizable to a population but is generalizable to theory so it is trustworthy and replicable when using a similar organization studying the same concepts in this paper.

Practical implications

An organization can reach out to publics through publicity, promotion, and information to raise the visibility of the organization and encourage active participation. The organization increased support for its cause and helped to establish the reputation of the organization as a legitimate, trustworthy and effective establishment. The study further uncovered nurturing relationships as an additional fourth element to the process of prosocial public relations.

Social implications

Activism, prosocial public relations and negotiation in corporate communications and in this case a non-profit can apply to increase well-being and society conditions.

Originality/value

This study is the only one of its kind to apply activism, prosocial public relations and negotiation theory to a practical case using a non-profit entity.

Citation

Brooks, K.J., Wakefield, R.I. and Plowman, K.D. (2018), "Activism, prosocial public relations and negotiation: the case of St Vincent de Paul", Corporate Communications: An International Journal, Vol. 23 No. 1, pp. 139-150. https://doi.org/10.1108/CCIJ-10-2016-0072