Open AccessPublic Relations towards Member Engagement in Advocacy Networks: the ‘No Pesticides on My Plate’ Campaign
Author(s) -
A. Banu Bıçakçı
Publication year - 2021
Publication title -
romanian journal of communication and public relations
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.175
H-Index - 4
eISSN - 2344-5440
pISSN - 1454-8100
DOI - 10.21018/rjcpr.2021.2.324
Subject(s) - public relations , civil society , scope (computer science) , bridge (graph theory) , power (physics) , political science , interpersonal communication , public engagement , member state , business , member states , sociology , european union , law , social science , medicine , physics , quantum mechanics , politics , computer science , economic policy , programming language
When civil society organisations (CSOs) of asymmetric size, structure and scope become members of an advocacy network, all those variations may lead to discrepant communicative behaviour. Therefore, encouraging member organisations to collaborate and co-create messages towards an advocacy goal is a major challenge. To examine member engagement in an advocacy network, this study scrutinizes the strategic communication activities of an environmental network in Turkey, and reviews their EU-funded campaign named ‘No Pesticides on My Plate’ accordingly. Grounded in the relationship management framework, this paper suggests that the power of relevant public relations strategies and tactics should be taken into account as to ensure the effectiveness of member CSOs’ actions in an advocacy network. Depending on a case study to examine the subject, it demonstrates how interpersonal communication and media tactics may be utilised to achieve member relations goals and finally to pursue social change.