Beyond the Campaign: The Lessons in an Organizational Activism
- annayoung74
- Sep 22, 2025
- 2 min read
Risk and Responsibility as Corporate Activism
Within these four cases, it demonstrates that there can no longer be any activism in organizations. Each of the cases reveal that silence can carry any reputational risks that are equal, and if not greater than speaking out. For example, Dick’s Sporting Goods, they took a financial gamble by removing all of there assault rifles from shelves, but this positioned the company as a leader in corporate responsibility during a debate that was polarized. In similarity, Disney had a delayed response to the HB 1557 not only by exposing internal fractures, but highlighting the hesitation can undermine credibility. These examples show that inaction can be seen as complicity, while bold action through risk can lead to long term trust (Pew Research Center, 2024).
The Power of Public Participation and Social Movements
With the ALS Ice Bucket Challenge shows the strength of mobilization when combining organizational strategy. Compared to some of the other corporate driven cases, the challenge emerged organically but became viral because organizations began to tap into participating instead of attempting to control it. Ben and Jerry’s mirrored this energy by encouraging communities to connect with local issues regarding climate action. Both of these examples can prove authentic engagement, and not scripted messaging can sustain public momentum. This insight shows the key takeaway for PR practitioners that campaigns empower publics co creators rather than passive consumers resonating deeply and traveling further (5WPR, 2021).
The Need for Consistency and Authenticity
A theme that keeps recurring is activism that aligns with organizational identity. Ben and Jerry’s credibility was decades of advocating for social justice, and making climate stances with brand values. On the other hand, Disney delayed the opposition regarding the HB 1557 and clashed with their reputation for inclusivity, and raising accusations of “performative allyship.” The lesson is that activism can’t be reactionary, it’s simply integrated into the DNA of a brand. Organizations that fail to align words with actions are risking damage for the trust of the employee and reputation externally (Coombs, 2019).
Why These Lessons are Important for Public Relations
For Public relations professionals, each of these cases highlights the role of organizations as actors. Activism is not only judged on the outcomes of media but it’s moral leadership and stakeholders trust. Practitioners need to navigate a landscape where stakeholders where companies are weighing in on issues that are “too political.” Gallup polling shows that younger generations are expecting corporations to lead on social issues, and influencing not only reputation but consumer loyalty (Gallup, 2022). These cases are a reminder that when organizational activism when it’s authentic, can spark changes culturally while creating stronger brand resilience.
References
Coombs, W. T. (2019). Ongoing crisis communication: Planning, managing, and responding (5th
ed.). SAGE Publications
Gallup. (2022, August 16). Americans’ trust in major institutions. Gallup.
Pew Research Center. (2024, October 2). Americans’ deepening mistrust of institutions. Pew.
5WPR. (2021, May 27). The role of transparency in crisis PR. 5W Public Relations.
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