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Poor Resources Rich Communication: Public Relation Strategies

Source: www.ssn.flinders.edu.au
Topic: Public Relations

Sort Desciption: This paper examines the public relation strategies of four refugee advocacy ... public relations. It is the art and science of getting your message across. ...

Content Inside: Australia and New Zealand Third Sector Research Eighth Biennial Conference Navigating New Waters 26-28 November 2006 Adelaide POOR RESOURCES RICH COMMUNICATION: PUBLIC RELATION STRATEGIES BY FOUR REFUGEE ADVOCACY ORGANISATIONS IN AUSTRALIA Roumen Dimitrov School of Communication Arts University of Western Sydney Locked Bag 1797 Penrith South DC NSW 1797 Australia Tel +61 2 9852 5434 Fax +61 2 9852 5424 Email r.dimitrov@uws.edu.au Abstract This paper examines the public relation strategies of four refugee advocacy organisations the Refugee Council of Australia (RCA) Australian Refugee Rights Alliance (ARRA) A Just Australia (AJA) and Rural Australia for Refugees (RAR) in the period 2001-2005 during which an invigorated refugee rights movement managed to turn the public opinion in Australia in favour to detained refugees and facilitate the governments decision to release children and their families from the detention centres. Identified and discussed are the distinctive strategies of each organisation. RCA was mostly influential through internal consultancy and advice to the government. ARRA exercised public diplomacy by direct lobbying to UN based on academic research. AJA 1 worked efficiently with political and lawyer elites making use both of parliamentary procedures and electronic campaigning. RAR established local networks and facilitated relationships between MPs and refugees. The conclusion is that even resource-poor advocacy groups could be effective in changing the context of political decisions if they act strategically. The unique asset they have are their highly skilled volunteers often with professional communication and academic research affiliations. Besides volunteering two further factors reduce the costs of mobilisation for such resource-poor groups and increase the leverage of their impact: the new organisational form of virtual online networks and the community engagement of university research. Strategic Communication This paper ...

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