Social Capital PR supports bottom-up change instead of a top-down approach.
This piece argues that to deal with declining levels of public trust, PR professionals should look towards relationships and trust through more face-to-face interactions. Strengthening bonds by capitalizing on human bonds, along with the desire to interact with similar individuals and helping people can help open a new avenue for PR.
Social Capital PR is about communities and not interest groups or stakeholders and bringing about change together. Working with assets already present within the community and ensuring reciprocity can generate greater collective resources and help mould a positive narrative.
Social Capital PR requires that PR professionals authentically engage their audiences by collaborating with the larger society. Any change that has to be effected must come from grassroots instead of attempts to foist them on people.
[9 minute read]