Public Relations & the Sustainable Development Goals: Case Studies in Practice

This collection of case studies focuses on the role of strategic communications in helping organisations to meet the United Nation’s Sustainable Development Goals (SDGs). Public relations is not considered here as a tool for corporate self-aggrandisement but as a vital, inseparable element of the sustainability goals themselves. When responses to sustainability issues range from co-operation to hostility, strategic communications that identifies audiences and their issues to engage in effective, dialogic communication with them is paramount. 

The 12 case studies in this book were each selected, researched and written by a member of the 25th student cohort of the M.A. in Public Relations. Each was chosen according to the student’s sectoral, personal, or other interest to use the case to illustrate how effective strategic communications can help bring to fruition a campaign that addresses a sustainable development goal. The focus, therefore, is on the communications that inform and motivate actions and behaviours rather than the intrinsic nature of the goals themselves. With each addressing a particular goal, there are case studies from Ireland and abroad, reflecting the diversity of the cohort. 

While the cases are written to make them accessible to readers approaching public relations for the first time or to time-constrained practitioners, the more advanced public relations student will see where they may be applied to illustrate advanced theoretical concepts. A short series of questions at the end of each case study will be helpful for educators as a teaching tool for further exploration and reflection, while three intermezzo chapters by the book’s editors offer additional critical interpretations to stimulate deeper considerations.

CONTENTS

      Introduction / Kevin Hora, Cliodhna Pierce & Isaac Antwi-Boasiako

1: SDG 1 – No Poverty: The Children’s Rights Alliance’s End Child Poverty Week Campaign / Nimra Ahmed

2: SDG 2 – Zero Hunger: The Grow It Yourself Movement / Avice Meya             

3: SDG 3 – Good Health & Well-being: Alcohol Action Ireland & Minimum Unit Pricing / Eve Wright

4: Intermezzo 1: Communicating the SDGs through Public Relations Paradigms / Isaac Antwi-Boasiako

5: SDG 5 – Gender Equality: WorkEqual / Molly Reilly                 

6: SDG 6 – Clean Water & Sanitation: The International Reference Centre on Community Water Supply & the WASH Programme in Ghana / Dylan Mahon

7: SDG 7 – Affordable & Clean Energy: UCC’s Tyndall Institute Kiln Building / Seán Ivory

8: Intermezzo 2: Public Relations Theory & Its Evolving Role in Communication with Publics / Cliodhna Pierce

9: SDG 8 – Decent Work & Economic Growth: Caritas Czech Republic’s Meaningful Gift Campaign / Gabriela Doleckova

10: SDG 10 – Reduced Inequalities: The Coalition Against Hate Crime Ireland Hate Crime Hurts Us All Campaign / Tessa Thornton

11: SDG 11 – Sustainable Cities & Communities: The Salthouse Hotel / David Little                 

12: Intermezzo 3: Creativity & Storytelling for Effective Communication: Applying Vladimir Propp & Kenneth Burke / Kevin Hora

13: SDG 13 – Climate Action: Friends of the Earth’s Cuppa for Climate Campaign / Martha O’Brien

14: SDG 15 – Life on Land: Leave No Trace Ireland’s Love This Place Campaign / Jade Marron

15: SDG 16 – Peace, Justice & Strong Institutions: Department of Justice / UN Migration Office in Ireland Anyone Campaign / Sarah-Kate Spratt

      Contributors