This dissertation will examine the relationship between public relations and the publics in an activist campaign. The selected campaign is The Truth About Fur supporting by Animal Concerns Research and Education Society (ACRES), a non-profit organization that promotes animal welfare in Singapore. ACRES advocates animal rights against cruelty and protect the wildlife. ACRES exercise public relations to establish a positive relationship with the publics by engaging in a two-way communication and generating discussions. The exercise of public relations enable a group of activist to influence the mind of the target public through reasoning. This allows ACRES to acquire legitimacy and strengthening their stand to induce other organizations into changing their beliefs and way of doings. Public relations are often put into practice with the intention to shape relationships and enhance the organization image. Nevertheless, public relations practitioners are encouraged to set objectives and manage the available resources (Coombs & Holladay, 2012). This allows public relations practitioners to achieve their goals and prevent resources wastage. The activists believe in being socially responsible where animals are treated with respect and improve the welfare of animals. ACRES uses public relations as a key tool to transfer their messages across to the target publics. This enables ACRES to achieve the organizational goals and attain the 3As, mainly Awareness, Attitude and Action.
The vast scope of public relations takes on a significant role in any organization be it in the government sector, profit organization or non-profit organization. Public relations is a strategic move used by ACRES to deliver messages to its relevant stakeholders and manages the communication between the organization and publics (Grunig & Hunt, 1984). ACRES uses public relations tactics on the animal protection movement as well as educating the publics on the being socially responsible. Fundamentally, public relations is practiced to build relationships and enhance the organization image. Public relations plays the role as boundary-spanning by managing the relations between organization and the public (Springston & Leichty, 1994). It is used strategically to position the organization positively to gain advantage and achieve the public relations goal (Wise & James, 2013).
ACRES, an activist group, create campaigns to make improvements in the society and protecting the wildlife. They are viewed as public watchdogs that keep watch on the activities carried out by the government and ensure organizations practice corporate social responsibility. In Singapore, there is a rising number of activists against organizations that is view to operate business in a unseemly and immoral behavior. Therefore, ACRES brings about the movement in animal protection to influence social transformation. Social transformation is a communication process whereby the public convey their thoughts as well as the necessity and strategy to achieve the objectives. In addition, to pinpoints the issue and finding means of solving the issues and change for the better (Servaes, 2008). It is difficult to ACRES to achieve effective communication due to the power disparities between the organizations and the general public. In comparison to organizations and the government, activist have little control over management and generally uses persuasion skills to influence public in the process of achieving their objectives. ACRES campaigns for animal protection and one of the ways to persuasion is the revealing of images and news on animal cruelty in the hope to influence their mindset. An influential association is capable of controlling organizations to make social transformation by practicing corporate social responsibility.
ACRES is a registered charity and Institution of Public Character, organized by a group of activists who desires to make changes and aims to protect animals welfare. It set up campaigns to promote animal protection movement, educate the public and creating a caring and socially responsible society where equality lies in all sentient forms. Since the establishment of ACRES, there would be organized events such as concert, free movie screening, fundraising dinner and roadshows. ACRES is currently supporting a campaign by the Change for Animals Foundation (CFAF) to put an end to the fur trade in Singapore that is used to make apparels and accessories. There are three main objectives to be achieve in this movement. The first objective is to raise awareness and spread word of mouth on the identified issue in which over billion of animals are put to death for their furs. The second objective is to persuade the publics to refrain from purchasing goods made out of real fur. Last but not least, actions to stand up to the issue such as urging the general public to write in to the industries that carries on with fur trade. The public should oppose openly to the fur trade instead of condoning the act. The movement result in a great impact whereby after the government in Russia implement bans on the trade, China protest against Canadian seal products. This movement generates attention to a great extent that leads to fashion designers and companies to ban all fur pieces in the fashion show and companies that fail to comply will be cancelled.
It is necessary for the activist campaign on The Truth About Fur, to be represented carefully to the general public, the media and the government. Public relations approach enables effective two-way communication between the public and the activist. ACRES exercises public relations approach such as organizing conferences, meetings, roadshows and social media such as Facebook. In addition, ACRES adopts a soft approach through the media to influence the public such as promoting community outreach instead of taking the harsh approach such as lobbying to achieve their objectives. People from all walks of life regardless of the age and race are encourage to participate actively in the animal protection movement. The community outreach program brings the public together to identify the issues and assist in building relationships amongst people to improve animal welfare. This will establish effective communications and reshape to a society where animals are treated with respect and compassion.
Public relations enables effective activist campaigns by implementing planned communications exertions with the intention to influence the public belief and promote social reform (Coombs & Holladay, 2012). Grunig and Hunt's four models of public relations suggest that one-way communication between the public and the organization is achieve through press agentry and public information. ACRES practice one-way communication by releasing press releases and news on the webpage. The information provided with regards to the animal protection movement such as videos and events are mainly communicate through the official webpage and social media. ACRES practice two-way communication as well by providing details on the address and contact for public to reach out to them such as visiting the centre. In addition, message boxes are included on the webpage for the public to email them. This form of two-way asymmetrical communication allows ACRES to gather public perspectives on the campaign to have a better understanding. The message box may not be as effective as the press agentry and public information but it made known to the public that their standpoint is significant to ACRES.
ACRES make use of social media such as Facebook over and above press agentry and public information. ACRES broadcast news such as videos on animal cruelty, information for public to be conscious of and events on their Facebook page. On top of that, it allows the public to write reviews as well as message them on their Facebook page and would reply to the enquiries typically within a day. ACRES is highly active on social media engaging with the public by replying messages, spreading the issues regarding the animal welfare and educating the public on being animal conscious. The use of public relations practices resulted in a strong impact whereby animals are being rescued and animal trades are make illegal. ACRES successful animal protection movement is gradually in control of organization actions such as endangered species used in Traditional Chinese Medicine.
To sum up, it is essential to practice public relations to attain a successful activist campaign. The use of public relations tactics makes it possible to build a relationship between activists and the public. This enables ACRES to engage in a two-way communication with the public and better influencing them. ACRES took advantage on the use of public relations tactics to generate awareness on the issues regarding the animals and persuade attitude changing. This results in creating limitations and pressuring the corporations to comply to the requirements as well as practicing corporate social responsibility. ACRES eventually attain some of the objectives such as improving the animal welfare, rescuing of animals and educating the publics through the aid of public relations tactics.