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People, power and public relations

Demetrious, Kristin 2001, People, power and public relations, Asia Pacific public relations journal, vol. 3, no. 2, Winter, pp. 109-120.

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Title People, power and public relations
Author(s) Demetrious, Kristin
Journal name Asia Pacific public relations journal
Volume number 3
Issue number 2
Season Winter
Start page 109
End page 120
Publisher School of Communication and Creative Arts, Deakin University
Place of publication Geelong, Vic.
Publication date 2001
ISSN 1440-4389
Summary Public relations is conventionally viewed from a corporate perspective. However, recent events in Victoria have illustrated the fact that grassroots activism holds an increasing share of public relations expertise. In contemporary Victoria civil activism has advanced a long way from traditional adversarial NIMBY (Not In My Back Yard) campaigns and has succeeded in generating both social and cultural change. How does a civil activist approach the complex problem of public relations? How do they convince publics their arguments are in the interest of the whole community? Is it is a question of mimicking corporate techniques or has a new style of public relations evolved specific to their needs? This paper examines a case study in which an outer- suburban grassroots activist group effected significant change in state government and corporate policy. The results challenge the view that public relations is the exclusive tool of large corporations and governments and calls for a redefinition of ‘what is public relations’?
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 190399 Journalism and Professional Writing not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30012645

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