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Public relations, both in academia and in practical application, has always been seen as a business practice. A new study produced by researchers from the Missouri School of Journalism and Penn State argues that community activism employs PR strategies and tactics. By recognizing community activism as a form of public relations, traditional PR professionals can incorporate some of the things it does better, including listening and taking a long view. Neville and Shel dive into the research in this short midweek episode.

The next monthly, long-form episode of FIR will drop on Monday, June 19.

We host a Communicators Zoom Chat each Thursday at 1 p.m. ET. For credentials needed to participate, contact Shel or Neville directly, request the credentials in our Facebook group, or email fircomments@gmail.com.

Special thanks to Jay Moonah for the opening and closing music.

You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Shel has started a metaverse-focused Flipboard magazine. Neville’s Asides blog is also available.

Link from this report:

• Community activism as public relations
• Opinion: The reality brands must face amid America’s culture war 

About Shel Holtz

Shel Holtz, ABC (Accredited Business Communicator), is director of Internal Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio

About Neville Hobson

Neville Hobson is a communicator, social strategist, consultant, digital change agent, writer, and podcaster. He is co-founder and co-host of the 'For Immediate Release' podcast. Since 2000, his career has focused on working with organisations globally to help them leverage his experiences, knowledge and subject-matter expertise of social networks, social media marketing, analytics and insights reporting, to create and build foundations for authentic engagement and to expand online reach and influence. Full bio