Edited By Simon Cottle and Glenda Cooper
Chapter Seven: 3,000 Words that Explain How to Build a Powerful Fanbase, Make Your Message Go Viral, and Raise Millions for Your Cause
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3,000 Words that Explain How to Build a Powerful Fanbase, Make Your Message Go Viral, and Raise Millions for Your Cause
LIZ SCARFF/FIELDCRAFT STUDIOS
Back in 1971, when the founders of Greenpeace wanted to raise awareness of nuclear testing, they took a boat to Alaska and were able to make a huge international news splash as the media influence was brokered and controlled by a small circle of broadcasters (Greenpeace, 2007).
This wouldn’t work in today’s media landscape. The monopoly on publishing and participation has been irreversibly broken.
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