How a society collects news and information in a time of crisis can be a telling sign of its techno-literacy. PR NEWS asked Don Middleberg, chairman of Middleberg Euro RSCG and
author of the book Winning PR in the Wired World, to comment on the profusion of electronic communication that has occurred in the wake of the September 11 terrorist attacks -- on
corporate Web sites, on frequently updated news portals and between and among individual users. Here's his interpretation:
"The way people have relied upon email and mobile technologies to communicate during a time of great terror and stress is indeed symbolic of how the digital lifestyle has
become a way of life for us. When phone capabilities were dramatically affected, newer digital tools [provided] unparalleled reliability, accessibility and scale.
Digital communication has created an insatiable appetite for immediate information. In the wake of the disaster, the media relied heavily on email and the Internet for sources
and/or confirmation of developing news. Mobile and other portable digital technologies allowed people to communicate when their PCs, telephones and other desktop tools were out of
reach. And email, instant messaging and Web sites - whether accessed by mobile means or not - proved to be the fastest way of communicating with the largest numbers of people.
Businesses updated their Web sites by the minute, providing thousands of people with important, timely information.
The use of Web sites and email enabled the public and the news media to share powerful images, add depth to news coverage, and communicate more fully than just plain text.
For the most part, email and newslinks have helped mobilize relief and community support efforts. Email, in large part, was responsible for the huge numbers of people
nationwide who participated in a 7 p.m. candlelight vigil on the Friday following the attacks. Similarly, information about supplies needed by rescue workers traveled through
online channels and brought about stunning results. While there were instances of technology being misused in the wake of a national crisis, they were few compared to the benefits
provided."