Activism in Public Relations

Key Words: Activism, Voice, Communication, Strategy

Wix Site, (2025)

Activism in Public Relations 

Living in a world where the public is seeking brands to make a stand on social topics, is a risk for many organizations. Looking into various aspects of activism and how an organization should respond to social topics is important in a public relations role. 

Environmental Activism 

Ben and Jerry’s is a popular ice cream company that is known for taking social stands on hot topics (Epstein, Garcia, Kent, Podolin, & Jin, 2018). 

In 2015 they came out with flavors that promoted the concerns of climate change. This was a way to integrate environmental activism into their brand identity.

 “If it’s melted, it’s ruined” (Ben & Jerry’s, 2025) is how they are currently campaigning for a better environment. 

Wix Site, (2025)

Communication Strategies on Controversial Topics

“I don’t want to be part of the story anymore,” stated the CEO of Dicks Sporting Goods, Ed Stack. 

Dick’s Sporting Goods took a major stand when they ended gun sales in March of 2019 when they were tired of seeing gun violence, specifically in schools (Revising the Playbook, n.d.). 

Dick’s received a good response from the public, despite the nature of gun control already being controversial, because of how they prepared their communications plan through a controversial topic (Revising the Playbook, n.d.). Now many employees and stakeholders are grateful to the CEO for following his conscience and taking a stand against gun violence (Fitzgerald, 2022). 

Choosing when Activism is Appropriate 

A Flordia Law was trying to pass a bill that is referred to as the “Don’t Say Gay Bill” (Trouble in Paradise, n.d.). 

Disney was under pressure from employees and some of the public to take a stand against the bill. After consideration, Disney decided to take a stand against the Bill, and they ended up losing taxing privileges from the government and left people upset about their lack of urgency to stand against the bill (Trouble in Paradise, n.d.).

This was a major PR crisis because you have both ends upset about a very sensitive issue and your company is legally in some dark waters. Disney should have simply referred back to their values and then decided how they should approach the issue. 

Communication of Funds

The ALS Ice-bucket Challenge was a grassroots movement in 2014 that raised over $115 Million,  and it launched awareness, activism, and funding for the ALS organization (When Every Drop Counts, n.d.). 

Many non-profits face issues on how to share how the funds are being delegated. The ALS organization is still facing difficulties when trying to communicate its goals on how they disperse the funding long term. 

Citations

Ben & Jerry’s. (2023, January 26). Take action for climate justice. https://www.benjerry.com. https://www.benjerry.com/values/issues-we-care-about/climate-justice

Dicks Sporting Goods, n.d.

Epstein, C. B., Garcia, L., Kent, R. L., Podolin, J. L., & Jin, Y. (2018). Ben & Jerry’s sends out an S.O.S.: An analysis of Ben & Jerry’s global climate activism. Case Studies in Strategic

Communication, 7, 1-35. https://cssc-ojs-utexas.tdl.org/cssc/issue/view/7

Fitzgerald, Jay. (2022, April 18). Dick’s Sporting Goods followed its conscience on guns-and it paid off: Working Knowledge. Harvard Business School. https://www.library.hbs.edu/working-knowledge/dicks-sporting-goods-followed-its-conscience-on-guns-and-it-paid-off

Trouble in Paradise, n.d.

When Every Drop Counts, n.d.