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 Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” 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.