Essay
Introduction
Since the flow of information between government and the public is at the core of nation-building campaign, a public relations (PR) model of the system must place emphasis on this communication process. A number of studies have explored the impact and contribution of public relations and communication to the nation-building campaign, such as government programs to strengthen public involvement in efforts to address social problems and to draw in investment (Lennie & Tacchi, 2013). The concept of 'nation building' arose in the 1950s in the field of political science as numerous nations were gaining their independence from imperialist colonizers. The concept was largely connected to the formation of political structures in a newly built or reconstructed nation-state. The formation of institutions like nongovernmental organizations (NGOs), nonpartisan professional bodies, and political parties supportive and appreciative of competent governance is fundamental for nation building (Hazleton, 2010). This paper critically analyzes the role and impact of public relations in nation-building campaigns.
Overview
National identities, which cultivate in people a sense of nationalism, can be built through public relations and communication campaigns. PR instruments build and nurture relationships that unite people and, in moments of dangers or crisis, can bring them together. National solidarity is difficult to attain without a national identity and, thus, should be part of the preliminary phases of nation-building campaigns (Golan, Johnson, & Wanta, 2009). Nation building, national identity, and national solidarity are formed, sustained, and cultivated through public relations and communication endeavors. Government programs, mass media campaigns, and interpersonal communication all play a vital role in nation-building campaigns. In numerous countries, state-owned or state-led mass media are key instruments in nation-building campaigns. These channels provide the government ways to customize and direct messages to its citizens. The prevailing nation-building medium is one-way communication, that is, from the government to the public (McKie & Toledano, 2013). However, such one-way communication is somewhat ineffective. In this process, the people are only the receiver of nation-building campaigns. They are ineffective in promoting nation-building efforts.
Media channels like television, radio, and presently the World Wide Web, build a shared consciousness that results in national unity. Nevertheless, without help, these media instruments will not be able to promote national solidarity and nation building. What is required as an additional component is interpersonal communication. Due to the fact that public relations places emphasis on relationship building, nation building and media communication must be approached with a relationship-building model (Lennie & Tacchi, 2013). The role of public relations in nation-building campaigns can take place in a number of ways. Institutions can employ techniques and strategies for promoting and developing national and local relations. As explained by Hazleton (2010), public relations and communication campaigns can produce a collective identity by means of large-scale communication programs at the strategic level.
Nationalism, Propaganda, and Public Relations
Nationalism strengthens and becomes more profoundly embedded in a nation-state when the advocates of nationalism hold solid propaganda leverage over their adversaries. This is usually the situation. Propaganda is the methodical attempt to influence the behavior, decisions, and beliefs of other people through symbols. Propagandists take control over rational or sensible thinking by distorting the principles of logic, exploiting the vagueness of language, taking advantage of uncertainties, and stirring emotions (Hazleton, 2010). Although propaganda can contribute to the success of a nation-building campaign by fostering national unity, it is usually exploited to mislead, falsify, or exaggerate major issues. Nation-states greatly value their public relations, military, and schools as machineries to endorse nationalistic accounts of antagonistic groups and nationalistic depictions of history because this enables collective action, activism, and social change (McKie & Toledano, 2013). According to Brown (1993), academics or scholars have generally been the nationalistic leaders, using their public relations talents for social activism whose objective is to build a state whose governments these scholars desire to govern.
When nationalists hold an almost absolute control over public relations, a counteracting mechanism to such propaganda becomes non-existent. Eventually, new generations who were raised in a world of pure propaganda become unable to differentiate between nationalist myths and reality. Even in political domains wherein a diversity of ideas is spoken out, the enduring consequences of limited propaganda influence can have considerable impact (Golan et al., 2009). For instance, in the period prior to the Crimean War, a barrage of anti-Russian propaganda set into motion by the British foreign ministry made the citizens agitated and prepped for a showdown at the most superficial aggravation (Brown, 1993). In instances wherein threats are tremendous and propaganda influence is crucial, the same outcomes can be obtained in a much faster rate. Another example is the propaganda led by Britain and the United States against Iraq.
Social Change, Activism, and Public Relations
Nation-building campaigns are carried out to achieve social change. Social change is defined as modifications of processes in the social system, typified by changes in value and belief systems, social institutions, norms of behavior, and cultural symbols. Activism is one of the most popular ways to attain social change. A nation-building campaign is in itself a form of activism. In essence, nation-building campaigns are continued attempts at a particular social justice objective. However, the underlying question is, what is the role of public relations and communication in efforts of nation-building campaigns to achieve social change? In her book entitled Public Relations, Activism and Social Change, Kristin Demetrious (2013) presents ideas about how public relations and communication can be controlled and tailored to raise community and public awareness about an existing major issue and initiate discourse to motivate citizens to accept and pursue an issue, idea, or event that demands change. After World War II, national governments, activists, and NGOs have developed communication models for nation-building campaigns across the globe (Gaither, 2007). These PR campaigns have become the key instrument of activist groups and social movements in the spheres of democratization, communications, and health.
The role of public relations in nation-building campaigns that aim at promoting social change through activism is clearly explained by Fraser and Restrepo-Estrada (1998 as cited in Lennie & Tacchi, 2013, 4):
The use of communication process, techniques and media to help people toward a full awareness of their situation and their options for change, to resolve conflicts, to work toward consensus, to help people plan actions for change and sustainable development, to help people acquire the knowledge and skills they need to improve their condition and their society, and to improve the effectiveness of institutions.
Activists usually adopt several PR tactics and tools, such as information strategies, to promote social change and gain power and influence. Patrick Jackson outlined five main strategic domains employed by activist groups to attain their objectives (Swann, 2014, 227): civil disobedience (e.g. trespassing, boycotts); legislative and legal tactics and putting pressure on administrative and regulatory institutions; mobilizing activities like conducting seminars or distributing information; symbolic acts like protests or rallies; and, informational efforts like press conferences.
Public relations fulfills a crucial function in the nation-building campaigns of developing countries. When public relations and communication are seen as instruments for building and sustaining relationships publicly, politically, and governmentally, the nation state arises as a genuinely communicatively built structure (Hazleton, 2010). Qualitative and quantitative studies reveal that public relations campaigns can bolster nation-building programs designed to promote social change by cultivating coordinated, collective mindset. Popular techniques being employed to develop social movements, information campaigns, and public awareness by means of public relations and communication for nation-building campaigns involve advocacy, activism, leisure-education, social marketing, and community mobilization (Macnamara & Crawford, 2013). These techniques are being carried out to develop, manage, and prolong campaigns intended for family planning, the environment, education, and agriculture (Swann, 2014). They can also be used in strengthening mechanisms of political participation and communication systems for social change and nation building and promoting community involvement in the public decision-making and dialogue that foster democratic governance structures.
Non-governmental organizations (NGOs) fulfill a crucial function in the development and enforcement of participatory democracy. Their integrity rests in the important and beneficial task they fulfill in society. However, one of the biggest challenges confronting the international community as it tries to supplant dynamics of unsustainable development with sustainable and environmentally friendly development is the necessity to mobilize a sense of shared interest and common goal in support of all societal institutions (Jacobson, 2009). The likelihood of building this sense of shared interest will rely on the eagerness of all institutions to take part in legitimate, actual social discourse and cooperation, while acknowledging the distinctive abilities, obligations, and roles of each. Thus, public relations and communication is essential to the effectiveness of NGOs and international not-for-profit organizations, like Greenpeace and World Wildlife Fund (WWF).
Greenpeace is an autonomous, lobbying organization with the objective of raising awareness about global environmental issues to promote actions or programs that would build an environmentally sound and harmonious future. Greenpeace implements three major PR strategies-- public education and awareness, political lobbying, and direct action (Sievers, 2009). Public education and awareness essentially involves every communicative component, which includes the direct communication with the people (e.g. dissemination of information, circulation of fact documents). The Greenpeace magazine, for instance, is delivered to all its members thrice a year. The organization's market and scientific research was used as lobbying instruments and pressure devices (Page, 2004). Political lobbying, on the other hand, is primarily focused on persuading the influential, powerful economic and political actors of the campaign's objective so as to gain their support for Greenpeace's goals. Specifically, Greenpeace pressures political parties, ministries, and environmental agencies across the globe. And, lastly, direct actions are generally peaceful and have the absolute objective of mobilizing public opinion (Sievers, 2009) through comprehensive mass media coverage.
WWF holds the same principle that public relations is crucial to the success of continuous conservation campaigns all over the world. The PR strategy of WWF is simple-- it teams up with the U.S. Congress to strengthen and expand conservation efforts by means of regulatory and legislative tactics (Jacobson, 2009). WWF provides information to policymakers about the most productive and successful methods of protecting or conserving the most important sites and species across the globe. Fitzpatrick and Bronstein (2006) explain that WWF places emphasis on a number of issues highly crucial to U.S. legislators, such as international development aid, climate change, natural resource conservation, and species protection. Hence, as shown, both Greenpeace and WWF engage in nation-building campaigns by promoting a shared interest in environmental conservation, which, in turn, would hopefully build national cooperation and participatory democracy.
Conclusions
The success of nation-building campaigns is absolutely dependent on good PR strategies. Building, fostering, and sustaining national unity is made possible by nationalism, a sense of shared national identity and common interest. However, it is not easy to create a sense of nationalism or build national unity without appropriate PR strategies. Simply put, public relations and communication tools can facilitate the success of nation-building campaigns, as proven by international not-for-profit organizations, like Greenpeace and WWF.
References
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