Harnessing the Power of Public Relations for Social Good
by Adetola Fajembola
PUBLIC relations is often misunderstood as a mere mechanism for organisations to uphold a favorable image in the eyes of their stakeholders, aimed solely at accumulating goodwill. However, such a limited perception fails to grasp the true potential of public relations. In celebration of the World Public Relations Day 2023, it is important to recognize that the power of public relations can be harnessed for social good and can become a formidable instrument for driving transformative change. Rather than solely focusing on managing public perception, public relations possesses the ability to shape and mold narratives, foster dialogue, and influence stakeholder decisions. It transcends the realm of reputation management and ventures into that of societal impact. Through skillful storytelling, engagement with stakeholders, and other techniques, public relations can inspire action and drive social change. The unprecedented impact of COVID-19 served to bring to light the crucial role of public relations (PR) and ignited a global recognition of its significance in tackling not just business challenges, but also broader societal issues. The pandemic served as a powerful reminder of the need for effective crisis communication, emphasized the importance of social responsibility, and highlighted essential qualities of trust and transparency, values that must extend beyond organizations to the fabric of our societies.
The 2022 Edelman Trust Barometer reported that societal leadership is now a core function of business, underpinning the fact that organizations must strive to forge stronger connections, foster resilience, and actively contribute to the collective progress and prosperity of societies. In this regard, PR professionals embody the essence of the idealistic social role described by James Grunig, a notable scholar in the field of public relations. This role emphasises the belief that public relations should serve the interests of both publics and organisations, contribute to informed societal debates, and foster dialogue between organizations and their publics. Consequently, PR practitioners must acknowledge and embrace the concept of acting as the conscience for their organizations, thereby enabling these organisations to fulfill their social responsibilities and become valuable members of the community.To drive transformations within communities, public relations practitioners hold a responsibility to harness the power of PR. This holds true regardless of whether they operate in the development sectors or corporate sectors. For example, Africa has had to deal with negative narratives and images. There has been some talk about it, but aside from a few initiatives from organisations like The South African Township Marketing Report, Africa PR Report, and the effort of some PR organisations and professionals, not much has been done to truly shift the narrative. PR practitioners need to acknowledge the immense potential of their role and commit to continuously looking for avenues to contribute to their communities, directly or indirectly.
An excellent example of this commitment is the recent initiative launched by The Chartered Institute of Public Relations (CIPR). They asked PR professionals to vote for the ultimate PR campaign that changed the world over the past 75 years, not only does this serve to create awareness for the impact of these campaigns but it also serves as a reminder that our work as PR professionals matters and can contribute to the greater good. Some PR campaigns truly stand out due to their remarkable global impact. They are the Paris Agreement and the COVID-19 Vaccinating the World campaigns. Both initiatives aimed to address urgent global challenges and garnered widespread attention and participation. The Paris Agreement was a pivotal moment in the fight against climate change, with its primary objective being to generate public interest and reach a consensus on the need for immediate action. The campaign witnessed an impressive turnout, with more than 2,000 activities organized in 175 countries during the Global Climate March. Notably, an installation representing those who were unable to participate due to a terrorist incident involved hundreds of people contributing 10,000 pairs of shoes.
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Similarly, the COVID-19 Vaccinating the World campaign holds immense significance. With the goal of reducing severe illness and fatalities caused by the virus, the campaign aimed to promote vaccination awareness and address vaccine hesitancy. The impact of this campaign has been staggering, as over 70% of the world’s population has received at least one dose of a COVID-19 vaccine. The successful global vaccination efforts have been estimated to have saved at least 20 million lives. The Paris Agreement and COVID-19 Vaccinating the World campaigns have not only raised public awareness but also achieved tangible outcomes that have had a positive and far-reaching impact on a global scale. These campaigns exemplify the sheer impact of strategic PR efforts to address complex challenges and inspire future endeavors aimed at creating a better world for all. Beyond client satisfaction, PR practitioners have a social responsibility to the public and much more needs to be done to draw the attention of stakeholders and the public to initiatives that serve this purpose.
This is essential to amplify social causes, engage stakeholders, as well as advocate for policy change, build trust, and foster a more equitable society. It is also important to note that harnessing the power of public relations for social good requires long-term commitment and consistent effort. By leveraging strategic communication techniques, PR practitioners can take on new challenges, and continuously refine strategies to achieve meaningful impact.
Fajembola is a PR and communications professional living in Lagos, Nigeria
