In today’s development space, we see a dangerous trend: the confusion of public relations (PR) with advocacy.
Organizations roll out campaigns, share photos, and issue press statements — all without ever listening to the people they claim to serve.
Let’s be clear: PR is not advocacy.
While PR seeks visibility, advocacy demands accountability.
PR writes for the media. Advocacy listens to the community.
PR crafts headlines. Advocacy builds dialogue.
If you’re not engaging the people, if you’re not co-creating solutions with them, you’re not doing advocacy — you’re doing optics.
The real work of development communication is not speaking for communities, but creating platforms for their voices to lead. That is where change begins.
Communities are not voiceless — they are only unheard. And when we substitute their experiences with our summaries, we silence them further.
It’s time we rethink our communication culture in development practice. Stop the noise. Center the people. Let communication heal, not harm.
Let their voice lead.
Have you seen this confusion play out in your work? How do you draw the line between PR and real advocacy?