Of NGOs, Activism and PR

When the 2010 Edelman Trust Barometer rightly revealed that NGOs remain the most trusted institution and that across all regions of the Western world trust in this institution has increased overtime, it did not come as a huge surprise to me. This third sector is inevitably becoming large and diverse. It is no longer a secret that Non-governmental organizations (NGOs) have played a major role in pushing for sustainable development at both local and the international level.

Campaigning groups have been key drivers of inter-governmental negotiations, ranging from the regulation of hazardous wastes to a global ban on land mines and the elimination of slavery. The list is endless.

Helped by advances in information and communications technology, NGOs have tremendously assisted to focus attention on the social and environmental externalities of business activity. Examples are numerous where multinational brands have been acutely susceptible to pressure from activists and where NGOs have successfully challenged a company's labour, environmental or human rights record. Even those businesses that do not specialize in highly visible branded goods are feeling the pressure, as campaigners develop techniques to target downstream customers and shareholders.

Taking it from the top in case you are not very sure, the term NGO, ubiquitous as it may sound, is used to describe a bewildering array of groups and organizations - from activist groups 'reclaiming the streets' to development organizations delivering aid and providing essential public services. Some are research-driven policy organizations, looking to engage with decision-makers, while others see themselves as watchdogs, casting a critical eye over current events

As Edelman rightly suggested, the surge in trust may be attributed to a growing affluence and the resulting demand for environmental responsi­bility, education, and public health. This therefore, makes them useful but maybe not always sufficient.

However, it is their relationship with corporate companies in both private and public sector that begs more questions than answers.  It is common knowledge that not all NGOs are amenable to collaboration with the private sector. While, many are showing a willingness to devote some of their energy and resources to working alongside businesses in order to address corporate social responsibility, some will prefer to remain at a distance, by monitoring, publicizing, and criticizing in cases where companies fail to take seriously their impacts upon the wider community.

No wonder some people like Kristin Demetrious (2006) have said that activists have ignored the constructive practices of the PR industry and … the PR industry has ignored the constructive practices of activists while well know PR gurus like Kevin Moloney have described issues-based PR as a ‘cottage industry’




Morgan Spurlock's documentary

This brings us to release of ‘Super size me’ a 2004 American documentary film by Morgan Spurlock who explores McDonalds’s and in general fast food industry's corporate influence, including how it encourages poor nutrition for its own profit. The reason for Spurlock's investigation was the increasing spread of obesity throughout U.S. society, which the Surgeon General has declared "epidemic.

When we were asked as PR practitioners-in-the-making what we could do if we were head of communications at McDonalds, the majority of us came with ‘typical PR answer’s that we would make it plain that the food clearly stipulate all nutritional contents; that there are lots of healthy options available and it all boils down to individual choices (to eat McDonalds food daily).

While McDonalds CSR office chose to ignore Spurlock by not answering him, I like a response from one of the officials who after being quizzed in the documentary said “We are part of the problem but we are also part of the solution”. This scenario certainly confirms that activism is the dynamic new edge of the newly defined area of public communication. I should also hasten to agree with Tench and Yeoman (2006) by concluding that activists are regarded as a challenge to PR practitioners working for corporations but it should also be borne in mind that activist organisations employ PR practitioners too.

The following is part of Morgan Spurlock's documentary

Additional reading:
Tench, R. & Yeomans,L. (2009). Exploring Public Relations (2nd ed.), Prentice Hall
http://www.iisd.org/business/ngo/roles.aspx