Ripple Effects of Strategic Public Relations: Analysing Societal Change through the Lens of the Lions Community in Lithuania
DOI:
https://doi.org/10.5783/revrrpp.v15i30.922Keywords:
Strategic Public Relations,, Community Engagement,, Ripple Effects, Social Impact, Societal ChangeAbstract
This study thoroughly examines the interaction between strategic public relations (hereinafter referred to as strategic PR) and its ripple effects in fostering societal change. The Lithuanian LIONS Clubs District (hereinafter – Lions)[1] serves as a case study to illustrate how effective strategic PR can mobilise individuals towards a common goal, foster community engagement and collective action, and influence attitudes and behaviours in a way that embeds changes within the community or society. Our primary goal is to gather profound insights into the Lions' strategic PR efforts and reveal how these initiatives generate ripple effects that drive societal transformation.
This study employs semi-structured interviews, as well as thematic and content analysis, applying Communicative Rippling as the theoretical framework.
This study reveals that strategic PR within the Lions in Lithuania fosters profound ripple effects by cultivating a sense of ownership among community members, promoting specificity in messaging, structured plans, and expanding collaborative networks that deepen community engagement. These findings provide a more nuanced understanding of how strategic PR can drive societal change.
As communities navigate increasingly complex global challenges, the lessons learned from the Lions' initiatives provide valuable insights into the power of collective action and the transformative potential of effective PR strategies.
[1] The Lithuanian LIONS Clubs District, with 36 Lions Clubs active in different cities across Lithuania and more than 800 members, is part of Lions Clubs International, the world's largest non-political social club organization. There are almost 50,000 Lions Clubs worldwide, with over 1.4 million members. Lions Clubs International operates through Lions Districts in different countries worldwide, comprising Lions Clubs in different cities and towns (local communities).
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