Responsible Advocacy

Public Relations Campaigns ADPR 5950/7950 Spring 2007

Responsible advocacy
According to PRSA, “advocacy” is a core value for public relations practice
But what is responsible advocacy?

Dimensions include
Individual accountability
Informed decision-making
Multicultural understanding
Relationship building
Open communication (including increasing access)
Dialogue
Truth and transparency (including disclosure)
Integrity
“Toward a Framework for Responsible Advocacy,” Fitzpatrick and Bronstein (2006)

Public relations can be strategic and effective without being purely self-interested
Duties
Self
Client/employer
Profession
Society

Corporate social responsibility
Companies accepting responsibility for their impact on communities
Not just philanthropy, but working to improve the way they do business

Client A: Home Depot Foundation
Established in 2002
http://www.homedepotfoundation.org/
“We believe that a universal dream is to live in a community where people take pride in their homes, where children are healthy and have access to opportunity, and where nature thrives and birds are singing in the trees”
Therefore, provides grants for
Affordable housing
Community trees

Home Depot Foundation
Partners with national nonprofits whose missions are similar
Affordable housing built responsibly:
Enterprise Community Partners
Global Green USA
Housing Assistance Council
Local Initiatives Support Coalition
NeighborWorks USA
U.S. Green Building Council
Community trees:
Alliance for Community Trees (ACT)
American Forests
National Arbor Day Foundation
U.S. Conference of Mayors

Home Depot Foundation
Needs new ideas on how to promote its work
Recently gave a grant to an Athens organization to help plant more trees; Athens can serve as a test case and ideas may be used in other locations

Client B: Athens Symphony
A volunteer orchestra and choir, performing six times a year in Athens
http://www.athenssymphony.org/
Needs: recruit musicians, better media relations to improve participation and attendance, find donors and sponsors, raise money for scholarships
Upcoming performances: April 7 (with the chorus) and May 11-12 (pops)

Athens Symphony
Partners for a Prosperous Athens
Athens has one of the highest poverty rates in the state;
Athens is a "housing stress" community;
The high school drop-out rate and the rate of teen pregnancy are problematic; and
Athens ranks near the bottom on several key indicators of community wellbeing including child and elder poverty.
What is the Symphony’s “social responsibility”?

Client C: UGA Office of Intercultural Affairs
“ everyone is intercultural…. everyone, regardless of race, gender, sexual orientation, age, ability, nationality, and socioeconomic status, all have an experience that makes them unique”
“develop a culturally rich campus that prepares students to be global citizens through critical thinking, educational initiatives, student advisement, and leadership development”
http://www.uga.edu/ica/

Office of Intercultural Affairs
What is the university’s responsibility?
Focus group with graduate students indicated
International students and African-American students worried about or expected racial discrimination before they started school here
Many students do not believe the university is doing enough to improve diversity
Minority students perceived a lack of unity within the diversity community
Students think support groups aren’t doing enough

Other schools
http://www.news.wisc.edu/news/images/iThinkposter.pdf
http://www.urespect.umich.edu/files/8.5x11-Flyersm.pdf

Conclusion
PR practitioners can influence what people think about their client/employer
PR practitioners can serve as advocates within organizations (not just for organizations) by working to influence management
Public relations can make a difference

Responsible Advocacy

by KarenRussell on Jan 03, 2007

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Responsible Advocacy — Presentation Transcript