Tip Sheet: In a Time of Change, PR Pros Must Be the Agents

As I, along with millions of others, looked down from the camera’s eye view at the sea of people, first in Tunisia and then in Tahrir Square in Egypt, it was like watching an ocean of public opinion breaking on the shore; taking a little more sand with it each time it receded and moved forward. The sand in this case, however, was power: power to control, change and affect behavior; power over society and the lives of others that, like the ocean, seems always shifting and equally fleeting. Historically, such shifts seem to have always been affected by changing technology —i.e. movable type, the printing press and improved reading skills and electronic media—that often assisted a discontented population in their move to action.

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