Some foreign policy experts are tracing the revolution in Tunisia to the pervasiveness of social media, but a smart commentary on the radio program “On the Media” last week puts the dynamism of popular, modern “movements,” particularly in the Arab world, where it belongs: with active citizens who consume a wide range of media to level information asymmetries and engage like-minded people.
Foreign Policy magazine blogger Mark Lynch clearly points out that new media can help the disaffected organize rapidly, respond more dynamically to political might, and use compelling visual images to galvanize people around a cause. But the new media tools in and of themselves are not the cause for a revolution.
Lynch says: “Calling Tunisia a “Twitter Revolution” is simplistic, but even skeptics have to recognize that the new media environment mattered. I would suggest that analysts not think about the effects of the new media as an either/or proposition (“Twitter vs. Al Jazeera”), but instead think about new media (Twitter, Facebook, YouTube, SMS, etc.) and satellite television as collectively transforming a complex and potent evolving media space.”
Pervasiveness of information, images, data, and now more recently – confidential documents – is challenging corporations, politicians and others to rethink how they engage stakeholders and citizens in a conversation about their decisions and the impact they have on broader society. Still, the fact remains that unreasonable use or abuse of power in today’s world is bound to get immediate attention so it’s wise to think about reputation and credibility long before you’re put in a position where “secrets” are cast onto the Internet.
We can use social media to build support for opinions, but it is often the actions of governments or businesses that can prompt a negative rant or tap into deeper seated disaffection that goes “viral” in no time. So, it’s important to remember that media – old or new – remains the tool for distributing the message, not creating it.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.