Activist “rules” and the convergence with issue management

Abstract

Purpose

The purpose of this paper is to characterize commonalities between activists and corporate communicators, who are often perceived as natural antagonists within the context of managing public and community issues.

Design/methodology/approach

The focus is on exploring the innovative “rules” developed three decades ago by the Activist Pioneer Saul Alinksy and how his work has close parallels both with modern activism and corporate issue management. The paper cites modern sets of “rules” on both sides of the debate, highlighting common themes, and examines three recent developments which have impacted the nature of the relationship between contending parties.

Findings

While communication technology including the internet has helped level the power imbalance between the “haves” and the “have nots,” change within activism – such as growing professionalism, the emergence of formalized stakeholder participation, and a growing acceptance of constructive engagement – has further drawn both parties increasingly onto common ground.

Originality/value

Convergence between the tools and techniques of activism and business disciplines such as issue management has gone largely unrecognized. This paper characterizes that convergence and suggests that increasing understanding of the trend will enhance opportunities for a mutual gains approach.

Citation

Jaques, T. (2006), "Activist “rules” and the convergence with issue management", Journal of Communication Management, Vol. 10 No. 4, pp. 407-420. https://doi.org/10.1108/13632540610714836