1960/69 Civil Rights Movement in the United States (Martin Luther King and Washington March)
Alex Aiken, Executive Director for the Government Communication Service (GCS)
Judge's comment
"Martin Luther King’s 1963 “I have a dream” speech at the Lincoln Memorial, the culmination of the 250,000 person March on Washington for civil rights.
The 1960s were a time of change. The Cold War was at its height and technology advanced. And across the world social reformers made progress. In the US, the long standing civil rights movement generated a new approach to campaigning which led to three significant pieces of legislation, Civil Rights (1964), Voting Rights (1965) and Fair Housing (1968). A significant influence on political change was the series of campaigns which employed high profile, creative, mass protests which targeted injustice. The bravery of the campaigners and leadership of Martin Luther King Jnr left both a legacy and inspiration to future generations.
The Washington March came after the Freedom Rides and Birmingham campaign and was instrumental in persuading President Kennedy that legislative action was needed."
Public Relations Work
Martin Luther King Jr (MLK): “Public Relations is a very necessary part of any protest of civil disobedience”
Objectives: To end racial segregation and discrimination against African Americans. Achieve changes of attitudes and legislation.
Target Audience: U.S. decisionmakers (particularly President Kennedy and Congress) and the broader U.S. population. The secondary audience includes the international community (with the objective of pressuring the U.S.).
Key messages: Another society, one with racial equality and without racial discrimination, is possible. The most famous articulation of this vision is MLK’s “I have a dream” speech.
Strategies and Tactics: The focus was mostly on mass peaceful protests, with the intention of galvanising public support. It was also understood that these peaceful protests would generate violent police responses, which were important for the campaign’s communications as they would both generate mass attention and affect the image of the U.S. government including with international audiences. In parallel of these protests, activists and campaigners engaged in as much media interactions as possible, explaining and making the case for their cause.
The Southern Christian Leadership Conference (SCLC), founded by MLK and other activists, was recognised for its effective communication strategies and programmes such as the Operation Breadbasket (boycotts to pressure the private sector into eliminating discriminatory practices) and its training of activists. Strategists at the SCLC also knew very well that any association between the civil rights movement and violence would make it difficult to enlist the White population and Congress. Consequently, events such as The March on Washington were meticulously planned up to details such as where each participant would stand or what they could bring to The March.
Tools and Channels: The mass peaceful protests in prominent public spaces were a perfect ground for speeches outlining the necessity of the civil rights movement and the changes it wanted to see. Charismatic figures such as Martin Luther King Jr would engage with large crowds, while being very conscious of the important media presence at these events. The focus on media, television in particular, was central to the civil rights campaign. There was also engagement through the written press, local institutes, and relations with the Congress.
Implementation: The most famous example is The March on Washington, attended by an estimated 250,000 people, where MLK made his “I Have A Dream” speech.
Results: Legislative changes include the Civil Rights Act of 1964, Voting Rights Act of 1965, and Fair Housing Act of 1968. Public attitudes to African Americans, including in the private sector, began to change.
Sources:
Taylor and Francis
Britannica