Why Should PR Practitioners Care About Activists?

The process of monitoring publics is an on-going one for an organization. Larissa Grunig stresses that knowing how publics perceive an organization, as well as how to reach those publics (1992), is essential for public relations that focuses on proactive interaction rather than situational crisis management.

L. Grunig developed a series of conclusions about the impact and interaction between an organization and its activist publics. The following summarizes some of her more relevant conclusions: activism represents a major problem for organizations.