“Public Relations” and Human Rights Kali Hunter
Public Relations Public Relations Activities that promote a favorable relationship between a company and its customers; used to influence the press to promote a favorable image of a company & its products/services Build goodwill with a company's various publics (consumers, employees, government officials, stockholders, suppliers) a promotion intended to create goodwill for a person or institution Commonly associated with the private sector – other areas? Entertainment, state & federal government, social issues, non-profit organizations, and yes, human rights…
TRUST? The public considers “PR people” spin doctors that are the opposite of trustful or truthful resources. We distract, interrupt, bait or persuade, anything but trustworthy professionals. But PR people are only as successful as they are trustworthy… Reporters, clients, communication channels, gatekeepers Is this public perception really a case of “shooting the messenger”? Maybe a misunderstanding of what PR people do…
Public Relations Strategic Communication Public relations is more then creating a favorable image Generating news coverage – telling public what’s out there Connecting with interested and/or effected audiences Promotion of social issues while increasing bottom line (CSR) Public relations is getting some public relations Strategic Communication (2008) Communicating a concept, process or data that satisfies a long- term strategic goal of an private or public organization, government or person. Using techniques & technology
Technology and Techniques Newspapers (media calls, pitching ideas, monitoring) Radio (media calls, story submissions, monitoring) TV (media calls, story submission/pitch, monitoring) Magazines (story submission, monitoring) ENGAGEMENT – immediate two way communication Internet (submit/monitor, engagement) Mobile (direct channel, engagement – developing) Social Media (engagement, monitoring, direct channel) Ipad, Kindle, Nook (direct channel, engagement)
What does this have to do with HUMAN RIGHTS? Campaigns and advocacy – more of a role in campaigning Strategic communication has a direct relationship with specific human rights issues AND the organizations that research, promote and advocate on behalf of those issues. Specific Human Rights* Generating awareness, engagement, grassroots efforts, donations Organizations (Amnesty International, Human Rights Watch) Generating awareness, maintaining public image and authority (i.e. genocide example), donations, relationship with governments and necessary officials
Going forward… Breakthrough Social Media How social media is currently being used Possible concerns with using social media The future
Breakthrough According to their website, Breakthrough is an innovative, international human rights organization using the power of popular culture, media, and community mobilization to transform public attitudes and advance equality, justice, and dignity in India and the United States. Sexuality and HIV/AIDS Violence Against Women Race and Immigrant Rights Human Rights Religion and Peace
Breakthrough Create positive social change by... Enabling public dialogue about complex issues Giving a voice to those who are often left out of the conversation Transforming attitudes and celebrating diversity Empowering youth to create change Supporters include The Ford Foundation Google Ogilvy & Mather U.S. Human Rights Fund
Breakthrough Strategic Communication Interactive, well organized - Learn (information), Educate (provides materials) Event information Publishes reports and evaluations (traditional) SHOP (sell merchandise and multimedia products to further the message and impact) and BLOG Breakthrough Visa Gift Card – donations/awareness
Sample Programs Bell Bajao: Ring the Bell – calls on men and boys to take a stand and speak out to ensure women are living free from violence. (Campaign was award-winning) video ICED - I Can End Deportation – a videogame that lets players step into the shoes of an immigrant and see how unfair U.S. immigration laws deny due process and violate human rights. Is this Justice? – raises awareness about stigma and discrimination faced by women living with HIV/AIDS; award- winning Public Service Announcements
Breakthrough Social Media “To advance human rights requires the capacity to innovate tactics and combine them to create strategies as comprehensive as the problems we face.” (executive director of the Center for Victims Torture) Empowering people, engagement, facilitate and monitor discussion about organization and/or issues Twitter Facebook - Youtube -
YouTube
SOCIAL MEDIA Umbrella term that defines activities that integrate technology, social interaction and the creation of words, pictures, videos and audio. All of the conversations occurring online and now mobile Entertainment, advertising, promotions, socializing, networking, discussion, monitoring… Engagement tool – way to have a two-way street of communication 3 out of 4 people use social media platform technology 93% of users believe organizations should have a social media presence. (Cone)
Keys to Social Media Consistency Define social media voice Engagement Monitoring Multi-platform Circle and connect to different social media platforms Verify verify verify Punctuation, grammar, spelling Think about your audience Evaluation
How is it being used?? Amnesty - Facebook Twitter Flickr YouTube Human Rights Watch - Facebook Twitter YouTube Both have a significant presence – addressing current issues and engaging with people (85%)
Amnesty Facebook
Amnesty Twitter
Amnesty YouTube
Amnesty Flickr
Human Rights Watch Facebook
Human Rights Watch Twitter
Human Rights Watch YouTube
Concerns about Social Media & Human Rights Open to everyone, scope, cheap, effective – used by terrorists and others, the people/governments/organizations who are violating human rights User generated content increases the viral abilities of the internet, especially on social media platforms Examples: “Death to Gays” Facebook page in Croatia, Bosnia and Serbia “Based on the facts, there was no Holocaust” note “Romanians out of Italy” Facebook pages in 2008 Burning the Koran YouTube video “Dark Cincinnati” Blog highlight African American crimes “Support Bin Laden” Facebook page
The Future Still getting people to “buy into” the idea of social media and other technology driven tactics to promote and advocate for human rights nationally and internationally New Tactics in Human Rights Forum for education and information – discussion among human rights professionals to get ideas, share experiences and talk about the effectiveness LEARN – BUILD – SHARE