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Humanitarianism, Communications and Change

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Edited By Simon Cottle and Glenda Cooper

Humanitarianism, Communications and Change is the first book to explore humanitarianism in today’s rapidly changing media and communications environment. Based on the latest academic thinking alongside a range of professional, expert and insider views, the book brings together some of the most authoritative voices in the field today. It examines how the fast-changing nature of communications throws up new challenges but also new possibilities for humanitarian relief and intervention. It includes case studies deployed in recent humanitarian crises, and significant new communication developments including social media, crisis mapping, SMS alerts, big data and new hybrid communications. And against the backdrop of an increasingly globalized and threat-filled world, the book explores how media and communications, both old and new, are challenging traditional relations of communication power.
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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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← 90 | 91 → CHAPTER SEVEN

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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