Mobilising resistance: the public relations strategies of the general mine workers' union in the 1990–1991 strike

Purpose This article explores the public relations (PR) strategies employed by the General Mine Workers' Union during the 1990–1991 miners' strike and the “Great Miners” March in Türkiye. It focuses on how the union mobilised workers, shaped public discourse and exerted pressure on political actors through strategic communication. Design/methodology/approach Drawing on qualitative documentary analysis, the study examines union newspapers, brochures, internal publications, press archives and personal memoirs to identify the communicative tools and tactics used during the mobilisation process. Findings The study shows that the General Mine Workers' Union adopted a strategic and participatory public relations approach. Key practices included direct communication with members, revitalisation of internal media, use of educational materials and surveys to foster two-way communication, mobilisation through symbolic actions like the Great March, community engagement and strong media outreach. These tactics helped transform the strike into a nationally resonant political movement. Originality/value This article fills a gap in public relations and labour studies by documenting a historically significant case where PR served as a deliberate and strategic instrument of organised resistance. It offers a rare perspective on how communication practices can shape the trajectory of labour movements, not just internally but within the public and political spheres.