The Power of PR for Social Justice Movements 

Social justice, defined as the “fair treatment and equitable status of all individuals and social groups within a state or society,” remains central to movements addressing inequities and advocating for systemic change in the United States. From the Women’s March to Black Lives Matter, movements like these have helped transform political discourse, called for systemic reform and inspired action across the world. Yet, many face resistance such as public scrutiny and oppositional forces.  

Behind the scenes, PR professionals play an important role in navigating the media landscape for these movements, helping them gain visibility and support. By shaping narratives, amplifying messages and building up leaders, PR is the unseen force connecting movements with the public and bringing their calls for change to the forefront of societal conversations. Here’s how successful social justice movements count on public relations to amplify their voices and work towards their goals.  

Crafting Compelling Narratives 

Shaping media narratives is a crucial part of any social justice movement. Through strategic media relations and clear messaging, PR professionals ensure consistent communication across various outlets, giving movements a voice that resonates with the public, generates conversation and drives change.   

For instance, when working with the Trayvon Martin Foundation, The TASC Group leveraged the onslaught of media attention to address the current Stand Your Ground Laws and share the family’s message of nonviolence. With the Heather Heyer Foundation, The TASC Group carefully selected media opportunities to amplify its message and gain credibility. In both cases, ongoing public relations efforts utilized media attention to generate conversations and unite the public around shared values, driving support and action. Consistent media relations efforts and compelling storytelling ensured that their narratives reached a wider audience, allowing them to advocate for change more effectively. 

Defending The Message 

Defending the message and fighting back against misinformation is another important piece in the role of public relations within social justice movements. These efforts are necessary not only for safeguarding the individuals and organizations involved, but also for the movement itself. These efforts can include sharing corrective messaging through media interviews, press releases, social media content and evidence-based responses to false information circulating. PR professionals can even work with journalists to correct misstatements or to clarify any misconceptions. 

During the trial following the death of Trayvon Martin, The TASC Group worked with the Trayvon Martin Foundation to manage crisis communications. Facing ongoing media scrutiny and the public’s attention, The TASC Group took action to counter a negative portrayal of Trayvon that was gaining traction. In an effort to paint Trayvon in a negative light, the media used a picture of him in a hoodie and labeled him a “thug”. In response, The TASC Group worked with reporters to present an accurate picture of who Trayvon was, sharing other photos and emphasizing he was just a boy. Also helping to shift the narrative, celebrities collaborated with Ebony magazine on a cover photo shoot, to destigmatize wearing hoodies. 

Building Credible Voices 

Positioning key figures as national spokespeople can help amplify the movement’s mission. This, however, can prove to be challenging when that spokesperson has a personal connection to the issue and is in the process of navigating emotional challenges. This was the case for Susan Bro, who, after her daughter’s death in Charlottesville, stepped up to create the Heather Heyer Foundation in honor of her daughter’s memory.  

The TASC Group helped Susan with media training and strategic messaging to effectively communicate the foundation’s mission. As Susan acted as a spokesperson at high-profile events such as the MTV Video Music Awards, she was able to gain media attention and public support. Through these strategies, Susan was able to gain credibility as well as support for herself and the foundation. 

Spokespeople can become the face of a movement, offering a personal touch to their mission. Through public relations efforts, their voices are amplified to reach a broader audience. By crafting impactful messages and identifying the right platforms, PR professionals help spokespeople connect with key audiences, build trust and credibility and inspire action. By focusing on the individual’s personal story and experiences, these efforts can add a humanizing effect to the movement which can create a deeper connection with the public.  

Why PR is Essential for Social Justice Movements' Success 

Public relations is integral to the success of social justice movements. PR professionals play a key role in steering public discourse, shaping narratives and advocating for powerful and influential voices, ensuring that their messages reach the right spaces. These strategies allow movements to increase their reach, elevate their missions and push for meaningful change. Public relations should always be a consideration in any social justice movement to ensure that their mission is amplified effectively.