When it comes to storytelling, communication professionals think that social media is the activist’s most effective tool. While activists agree that social media is key, they place equal importance on more traditional methods such as billboards, direct mail and books to deliver their message.
“Having historically being viewed as adversaries, modern activists have more in common with their corporate counterparts than many professionals realize,” Cook says. “Both groups are addressing critical societal issues through purposeful communications and civic engagement. New Activism requires a new perspective from PR.”