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The main aim of this article is to broaden the notion of strategic intent in public relations. It also develops an understanding of the social value of what can be defined as the first modern health communication campaign in Europe based on strategic intents and the development of modernity.

The study is based on both historical research and empirical material from the Norwegian tuberculosis campaign from 1889 up to 1913, when Norwegian women achieved suffrage. The campaign is analysed in the framework of modernity and social theory. The literature on lobbying and social movements is also used to develop a theoretical framework for the notion of strategic intent.

The study shows that strategic intent can be divided into two layers: (1) the implicit strategic intent is the real purpose behind the communication efforts, whereas (2) the explicit intent is found directly in the communication efforts. The explicit intent may be presented as a solution for the good of society at the right political moment, giving an organisation the possibility to mobilise for long-term social changes, in which could be the implicit intent.

The distinction between explicit and implicit strategic intent broadens our understanding on how to make long-term social changes as well as how social and political changes occur in modern societies. The article also gives a historical account of what is here defined as the first modern health communication campaign in Europe and its social value.

The provision of online information through the use of digital platforms (websites and social networks) can be helpful for public sector organisations to promote transparency and accountability, thereby bringing it closer to citizens, more accessible and with higher added value for society. Whereas the call for government transparency is manifest and seems to be equal for all parts of government, this paper investigates whether small government entities are able to cope with this demand. In addition, the drivers of digital platforms are investigated in the context of Portuguese parishes.

The paper follows a quantitative research approach based on an original data set with more than 3,000 observations collected in two different time periods (2015 and 2020), which looks at the parishes’ use of website and Facebook.

Findings show that about half of Portuguese parishes, which are mostly small entities with on average fewer than 3,500 inhabitants, have an institutional website, whereas almost three out of four have Facebook. The empirical analyses reveal that a lack of organisational capacity of small entities can be an obstacle for the use of an institutional website and of Facebook. Furthermore, factors from the provider side (e.g. being part of a merger, participation in previous elections) and the user side (e.g. having access to broadband internet) are also found to have an influence on the adoption, use, and dropping of a digital platform.

The use of an original data set with more than 3,000 observations, and the research of the influence of size as a proxy of organisational capacity on the presence of parishes on the internet and Facebook, are innovative elements of this paper. In addition, this study adds to the knowledge about the influence of organisational, political, and socio-demographic characteristics on the use of digital platforms by small government entities.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-04-2023-0171