Public Relations

PRO285 Public Relations in Society

Nation-building and social transformation Topic g

Nations and communication

• ‘an imagined political community – and imagined as both inherently limited and sovereign’ (Anderson, 1991, p. 224)

• Modern, socially constructed, engendered by print capitalism and shift to national languages (rather than Latin)

• Linear narratives of nation, culture and identity, i.e. ‘narrating the nation’ (Bhaba, 1990)

• ‘Nation’ is constructed and contested by various discourses

Nation building & PR

• ‘national unity, national identity and nation building are all created, maintained, and nurture through strategic communication efforts.’ (Taylor & Kent, p. 343)

• Relates to meaning-making and relational processes

• ‘nations seek to create their own national identities…[for] citizens…and create positive national images and to influence international media coverage for their benefit’ (Taylor & Kent, p. 351).

Australia Day • ‘an active orchestrated campaign involving a range of

public communication strategies, activities and tactics that fit within established descriptions of the practice of public relations. These include public events, public meetings, speeches, promotional literature, promotional films, and media publicity.’ (Macnamara & Crawford, 2010, pp. 28-9).

• Significant issues management required to address ‘Invasion Day’ critics.

• Various government communication activities to build national identity and sense of nationhood (eg Asher Joel in late 1938, 150 years since European settlement; government films in 1899 to promote emigration to Australia).

Olympics and public relations

• ‘cosmopolitan, global culture co-exists and interacts with local, national cultures’ (Hargreaves, 2000, p. 56)

• Hargreaves argues the Olympics are an example of displays of nationalism in a global context, allowing competitive rivalry between nations and national pride.

• ‘PR disasters’ – google in relation to the Olympics and you will find many

Sydney Olympics

Photograph is Cathy Freeman at the Commonwealth Games in 1994 – iconic image (Photographer: David Callow) of Cathy with Aboriginal flag. Controversial, as only ‘official’ flags are allowed at these events.

There was tremendous pressure on Freeman in the lead-up to the Sydney Olympics, as she was a medal contender for the 400m.

How did the Sydney Olympics affect Brand Australia? • US – didn’t change their attitude towards

‘cousins’ in exotic land; Hong Kong and Malaysia remained unchanged in their attitude that Australia was good to visit for business or education purposes but not to live; and South Africans changed their attitude because of the suppression of Aboriginal peoples, and were more negative towards Australia.

• From The Sydney Olympics and Foreign Attitudes towards Australia, 2004

PR for social transformation

• Hodges & McGrath (2011) consider the potential for public relations in community engagement through empowerment and collaboration.

• This kind of public relations shifts the emphasis from promoting organisational interests.

• Public relations becomes instead a social process, which invests in relationships and communities.

• See the IAP2 Public Participation Spectrum http://www.iap2.org.au/documents/item/84

Communication for social change • Communication for Social Change (CFSC) is a process of

public and private dialogue through which people themselves define who they are, what they need, and how they will work together to get what they want and need in order to improve their lives and their communities.

• We believe that success can only be achieved through the meaningful engagement of key stakeholders so local voices are heard and acted on.

• Our Mission

• Our mission is to help people living in poor communities communicate effectively so that they can be the best advocates for the change needed to improve their lives, communities and countries.