Activists are a collection of individuals coming together to exert control and apply pressure to an organisation to change a position or practice, influence other publics, and to advocate a particular stance or cause in order to achieve economic, social, environmental or political outcomes (Grunig 1992, p. 504). Like organisations, activists also utilise public relations to advocate a position and communicate with their publics (Coombs & Holladay 2013, p. 60). Heath and Palenchar (2009, p. 168) point out that activists frequently rely on the combination of community and media advocacy as a tactic to pressure organisations to change policy. Furthermore, the internet provides a cost effective communication channel for activists to…show more content… 117) Werribee Residents Against Toxic Dump case study demonstrates how activists achieved successful campaign outcomes by gaining community and media support, and legitimacy, through the positive framing of the group as being reasonable and consultative, countering the usual stereotype of activists being adversarial. The Hobart Devils (Swinburne Online 2016) scenario also sees the activist group ‘Sack the Marquee Players’ utilising the media to apply pressure to the club to change policy in relation to the players. In the student discussion forum, Mitchell (2016) recommends in this case, the Hobart Devils meet with the activist group to discuss the issues in a collaborative manner in order to achieve a mutually beneficial resolution. This corresponds to Grunig’s (1992, p. 514) assertion that the two-way symmetrical public relations model is the most effective response to activist…show more content… 192) as an example of how an organisation was able to successfully navigate a crisis situation by using the media as an ally, being transparent, and by reinforcing the heroism of the train driver to drive the human interest and attribution of responsibility news frames. Coombs’ (2014) best practice techniques when responding to media in a crisis situation include: be swift in responding; be open, calm, honest, factual, concise, transparent and accurate; show a human interest element by expressing sympathy and concern for victims; and consistency in spokesperson. Citing the Hobart Devils (Swinburne Online 2016) scenario involving a planned media conference, Heons (2016) asserts that the spokesperson employed in this capacity, be a credible and competent communicator who is consistent in terms of delivering key messages to the media in a clear and empathetic
