Strategic Use of Media 1
Strategic Use of the Media in Successful Community Activism:
Case of Concerned Neighbors in Action
Much of public relations research and theory building has
focused on corporations, public relations firms, and other
organizations that have the resources to hire public relations
professionals (Dozier and Lauzen, 2000; Grunig, 2000). But public
relations scholars recognize that studying activist groups can
extend an understanding of the practice and theory of public
relations (Dozer and Lauzen, 2000; Grunig, 2000). Since activist
groups do not have the power of the organizations they oppose,
and critical research focuses on power and control, Dozier and
Lauzen (2000) suggest that studying activist groups fits with the
goals of critical research in public relations.
Grunig believes the study of activist groups provides an
opportunity to extend the concept of collaboration which he sees
as the foundation of excellent public relations. But he also
believes that “activist public relations will be most effective
(both for achieving activist goals and for society) if it follows
the same generic principles as public relations for other types
of organizations” (p. 43). Indeed, successful activist groups
understand the importance of employing public relations
strategies and tactics to achieve their goals as (Boehmer, 2001;
DeLuca, 1999; Manheim, 2001; Sherry, 2002). Manheim (2001)
details the “campaigns” developed by savvy labor organizations
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