Citizens’ political public relations: Unpacking choices, and emergent and deliberate strategies in building trust and relations among groups in conflict

Abstract

In this manuscript, we integrate work on political public relations research, strategic management, and multi-track diplomacy (from international relations scholarship) to advance the concept of citizens’ political public relations (PR), defined as strategies and choices devised by organized, local citizens to enhance inter-group and/or intra-group relations among conflicting groups. We demonstrate citizens’ political PR in action, using a case study to show how one activity planned by a group of organized everyday Ghanaian citizens, a football (soccer) tournament, helped promote better relationships among conflicting communities. We articulate the impact of not only a deliberate strategy devised by the group, but also of an emergent strategy that became evident through the choices made by the citizens in organizing the tournament. Theoretical implications of this new integrative conceptualization of citizens’ political PR for public relations scholarship are discussed.