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Communication dans un congrès Année : 2016

Online Petitioning: A Disruptive Tool and Strategy for Civil Societies’ Public Relations

Résumé

In recent years, non-governmental actors (NGOs) have successfully managed to gain a strong visibility in the public sphere key debates. They have also acquired the legitimacy to shape and steer public as well as corporate social responsibility agendas. This bitterly acquired legitimacy is the positive consequence of a plurality of a factors, from states’ willingness to “bridge the gap'' with civil societies to the professionalization of NGOs communication strategies and public relations practices. Recognized NGOs are thus seen as “carrying” the voice of the grassroots and are also perceived as essential partners in the construction of a shared and inclusive social reality. Paradoxically, the professionalization of these NGOs public relations, followed by increased institutionalization, a necessity to hire experts rather than “laymen” and the need to adapt to the technicalities of high level negotiation with state or corporates actors, has costed them representativeness, credibility and even so legitimacy in the eye of the civil society. In parallel, the changing media environment brought to light new means of participation, support and opinion making. In addition, we have observed the emergence of new actors trying to feel the gap left by NGOs by connecting differently with the civil society and developing creative communication strategies. Among these new means, online petitioning represents a specific mode of action, focused on a more bottom-up and cross-networks tactics to leverage states or corporate actors in a civil society debate. Used cleverly, online petitions can be an effective public relation tool. Online petitioning platforms such as Avaaz, Care2 and Change shape public debate and have regularly proven their impacts on society. Moreover, new actors, citizen and grassroots with limited financial and organizational means can also use them to implement, publicize and legitimize their campaigns and agendas. In this paper, we explore how online petitioning platforms can be seen as a major way to create new means of representation for the citizen. These can accordingly reinforce social integration and governance in society. We first analyze the structure and accompanying discourses of two major international online petitioning platforms (Change & Avaaz) and two French ones (Mes Opinions & WeSignIt). We then examine three successful campaigns per platform and their impacts in the public sphere. Our study shows that online petitioning is nowadays a major tool for public relations in a changing media environment. Not only do they renew traditional NGOs’ strategies but they also allow the entrance of new actors in the public debate. Contrary to popular suspicion of slacktivism, petitioning can be a tactical, popular and effective choice between several means of citizen mobilization. Our research aims at helping citizens understand and use this disruptive tool. We also hope to provide NGOs, public relation practitioners and organizations with keys to defend their interests and effectively use online petitioning in more implicative communication strategies. This way, we expect significative improvements in dialog and mutual comprehension between the abovementioned actors.
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Dates et versions

halshs-03126459, version 1 (31-01-2021)

Identifiants

  • HAL Id : halshs-03126459 , version 1

Citer

François Allard-Huver, Julie Escurignan. Online Petitioning: A Disruptive Tool and Strategy for Civil Societies’ Public Relations. (Re)Shaping Societies: Global Tasks for Public Relations in the 21st Century, London College of Communication, University of Arts London, Jul 2016, Londres, United Kingdom. ⟨halshs-03126459⟩
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