Jon Stahl looks at the success of the online campaign to punish the Sinclair TV network for planning to make its affiliates air an anti-Kerry film under the rubric of news (A new network takes on an old one… and wins!).
The network aired a watered-down, balanced show that included clips of a pro-Kerry film and even looked into Bush’s Texas Air National Guard record.)
Stahl asks, “What lessons does this hold for future “rapid response” campaigns?” and suggests a few:
- Don’t agonize over which tactics are best – try ’em all and continually report back on what seems to be working. In this fight, we quickly figured out that going after advertisers worked well.
- Use technology tools to quickly aggregate information and make it available to everyone. In this case, one person put together a quick, simple database where folks could report in on Sinclair advertisers. This allowed a massive, distributed boycott to take shape overnight.
- All of this stuff is way easier when you can leverage already-existing media interest. But you can amplify your voice through the blogosphere.
- You can win. So fight.
What do you think our take-homes should be?