We Interrupt This D.C. Drama With a Message From the Red Cross


While the two major political parties in the United States wrangle over the raising of the debt ceiling and use the issue to advance their own long-term agendas, a more deadly battle is being waged in the Horn of Africa.

This battle is against Mother Nature—a much more inflexible force than a group of hard-line political or religious extremists.

Somalis, Ethiopians and Kenyans are facing the worst drought to hit the region in decades, and relief efforts have been frustrated by interference from Islamist militants in Somalia.

As worldwide media attention focused on the human-engineered crisis in Washington, D.C., on July 28 the American Red Cross announced—with a whisper, it seems—that it was pledging up to $1 million to humanitarian relief in the eastern Horn of Africa.

How far can $1 million go to help solve the problem of getting food, water and medical services to those who are suffering in the region? Perhaps not very far at all. But there is something poignant about the timing of the American Red Cross' announcement of its pledge. It has made the posturing in Washington, D.C., seem even more vain and self-serving than usual. It is the fly in the ointment.

The American Red Cross' announcement is not really about a $1 million pledge—it's about shifting media attention ever so slightly to the food crisis in East Africa while millions of people were already glued to the Web and cable news. The release hit the wires just as the debt ceiling crisis was reaching the boiling point.

The plan worked. Go to www.redcross.org for more information.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.