Public Relations in Society Activism

This article discusses the concept of activism, its different types, and impact on society. It also highlights UNICEF's approach to encourage physical and monetary support instead of social media campaigns. Effective communication with activists is suggested as a way to prevent conflicts and violence.

SOCIAL ACTIVISM

Activism could be determined as action raised by an individual or group of people in
order to bring about any sort of change in society or environment. For instance, it could be
further demonstrated as campaigning of people in a vigorous manner which are aimed at
attaining some sort of change be it political, social, economic, or any other change. In addition to
that, activism could be further classified into various different classifications including individual
to massive, peaceful to violent protests, etc. according to particular representatives engaged in
the same. People in society have different mindset and definitions of Activism, some of them
determines it as negative while some of them think of it as a good or positive practice. There
have been many famous and renowned activists in society including Emmeline pankhurst,
Mahatma Gandhi, Martin Luther King, etc. which were aimed at achievement of some or the
other change (Wolf, 2018).
In order to practice activism, leaders or representatives are required to encourage other
participants of that particular protest or social movement in order to attain a specific change. For
instance, Hashtags, Videos, Podcasts, Social media, etc. are undertaken as tactics in order to
carry out the determined movement towards specified changes or goals. Moreover, primary and
major aim of protestors and participants generally lies in attaining a social change in society in
order to contribute values towards people in society. Though, it contributes additional values but
still it could result in negative impact upon society including restlessness, rise to violence,
destruction, physical punishment, radical movements, etc. which disturbs personal as well as
professional life of uninterested people in society. The measure of success in activism lies in
achievement of desired goals as well as realisation and recognition of benefits from the same.
Therefore, it facilitates in ensuring social welfare as well as betterment of people residing in
society (UNICEF Tells Slacktivists: Give Money, Not Facebook Likes, 2013).
The ideal way of responding to these activists is consideration of effective
communication with these activists in order to understand their views and opinions. For instance,
it could lead to prevention of conflicts and violence from any of the side of social movement. In
addition to that, representatives must be selected and appointed for a meeting in order to proceed
further discussions and communication in order to resolve issues and challenges that gave rise to
that particular movement.
Referring to UNICEF, United Nations Children's Fund is one of the largest Humanitarian
aid organisation engaged in protecting the rights of children all around the globe. For instance,

the respective organisation has proposed people in society to come up with actual physical and
monetary support to needy children in society rather than sharing photos and likes over social
media. In addition to that, UNICEF posted on facebook that “Like us on Facebook and we will
Vaccinate Zero children against polio” in order to make people realise that they are not actually
supporting by running campaigns over social media. Therefore, activism in society could bring
about positive changes with suitable and appropriate execution of the same (‘This Government Is
Lucky’: Coronavirus Quiets Global Protest Movements, 2020).

REFERENCES
Books and Journals
Wolf, K., 2018. Power struggles: A sociological approach to activist communication. Public
Relations Review, 44(2), pp.308-316.
Online
UNICEF Tells Slacktivists: Give Money, Not Facebook Likes, 2013. [Online] Available
Through: <https://www.theatlantic.com/international/archive/2013/04/unicef-tells-slacktivists-
give-money-not-facebook-likes/275429/>
‘This Government Is Lucky’: Coronavirus Quiets Global Protest Movements, 2020. [Online]
Available Through: <https://www.nytimes.com/2020/04/23/world/asia/coronavirus-protest-
hong-kong-india-lebanon.html>