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Published on February 14, 2008

Author: Tommaso

Source: authorstream.com

Public Relations is war. :  Public Relations is war. It's about winners and losers. Winners gain public, media, and regulatory acceptance and support for their products, services, and organizations. Losers see their products, services, and organizations sacrificed on the altar of public opinion, pilloried by the media, and trampled by excessive regulation. Consensus:  Consensus “Ah, consensus...the process of abandoning all beliefs, principles, values and policies in search of something in which no one believes, but to which no one objects; the process of avoiding the very issues that have to be solved, merely because you cannot get agreement on the way ahead. What great cause would have been fought and won under the banner 'I stand for consensus'?” (Margaret Thatcher) Today’s program:  Today’s program Public Media Center They mean what? Importance of words Conflict theory - netwars and netwarriors Activists as netwarriors How you can fight activists Public Media Center:  Public Media Center Fight to win! PMC’s 10-point guide to social change Public Media Center:  Public Media Center Fight to win! PMC’s 10-point guide to social change Communicate values “Effective advocacy communications is predicated upon the strong, clear assertion of basic values, moral authority and leadership” Public Media Center:  Public Media Center Fight to win! PMC’s 10-point guide to social change Make enemies, not friends “Identify the opposition and attack their motives. Point you finger at them and name names.” Public Media Center:  Public Media Center Fight to win! PMC’s 10-point guide to social change Empower your audience “American mass culture is fundamentally alienating and disempowering. Most Americans don't feel they can make a difference or that they count, and they feel unqualified or unprepared to make important decisions about complex social questions. The key is to educate, empower, and motivate your target audiences.” Public Media Center:  Public Media Center Fight to win! PMC’s 10-point guide to social change Be diverse “In the same way that biological diversity is essential to planetary survival, strategic diversity is critical to successful social movements. Multiple, independent advocacy campaigns on a single issue should be encouraged, while centralized, monocultural efforts should be avoided.” They mean what?:  They mean what? Definitions of: • Sustainability • Biodiversity • Precautionary principle They mean what?:  They mean what? Sustainability Sustainable development: “…development which meets the needs of the present without compromising the ability of future generations to meet their own needs.” (Brundtland Commission’s Our Common Future, 1987) Sustainable economic development: “development which ensures that the utilization of resources and the environment does not damage their prospects for their use by future generations.” (Canada’s National Task Force on Environment and Economy, 1987) They mean what?:  They mean what? Sustainability “For the most part, the U.S. environmental movement isn't working toward sustainability because it has never developed a complete view of what sustainability entails: sustainability requires more than salvaging ecosystems. It requires major efforts to assure economic fairness (in many countries, especially the U.S., this means confronting racism head-on) and to assure the survival of cultural diversity. Anything less is merely environmental hand-waving.” (Rachel’s Environment and Health News, #668) They mean what?:  They mean what? Biodiversity “Biological diversity, or biodiversity, encompasses genetic diversity within species, species diversity, and ecosystem diversity.” (The State of Canada’s environment) “…the total variability of life on Earth…” (United Nations, Global Biodiversity Assessment) They mean what?:  They mean what? " …the point of radical environmentalists' protests and actions is the preservation of biological diversity. A term from the science of ecology, the biological diversity of a place is, in a nutshell, its resemblance to what it looked like before people interfered with it.” "Biological diversity, a characteristic of places not yet ruined by human intrusion…" They mean what?:  They mean what? Precautionary Principle “Where there are threats of serious harm or irreversible damage, lack of full scientific certainty shall not be used as a reason for postponing cost-effective measures to prevent environmental degradation.” (1992 Rio Declaration) “When an activity raises threats of harm to human health or the environment, precautionary measures should be taken even if some cause and effect relationships are not fully established scientifically.” (Wingspread Statement, 1998) They mean what?:  They mean what? Precautionary Principle "It (the precautionary principle) is a broad ethical principle. It can guide us all - workers and environmentalists - in a righteous fight against corporate greed." Netwars and netwarriors:  Netwars and netwarriors Netwars and netwarriors:  Netwars and netwarriors Conflict theory: What is conflict? How is it organized? Who’s involved? When does it occur? Are there different levels of conflict? Who are the leaders? Where is the conflict leading? Netwars and netwarriors:  Netwars and netwarriors RAND: • Coined the words netwar and netwarriors • Primary form of social conflict in the information age • “Whoever masters the network form first will gain major advantage.” Netwars and netwarrior:  Netwars and netwarrior RAND: "Many actors across the spectrum of conflict -- from terrorists, guerrillas, and criminals who pose security threats to social activists who do not -- are developing netwar designs and capabilities." Netwars and netwarriors:  Netwars and netwarriors “It takes networks to fight networks” Netwars and netwarrior:  Netwars and netwarrior RAND: "The information revolution favors and strengthens networks, while it erodes hierarchies." "Hierarchies have a difficult time fighting networks." "It takes networks to fight networks." Activists as netwarriors:  Activists as netwarriors Succeeding like an activist:  Succeeding like an activist Top 3 actions to take: Succeeding like an activist:  Succeeding like an activist Top 3 actions to take: Communicate values Succeeding like an activist:  Succeeding like an activist Top 3 actions to take: Communicate values Become netwarriors Succeeding like an activist:  Succeeding like an activist Top 3 actions to take: Communicate values Become netwarriors Empower others Succeeding like an activist:  Succeeding like an activist Create a network Succeeding like an activist:  Succeeding like an activist Remember these words from RAND: “It takes networks to fight networks.”

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