Social media are fast becoming a force for democracy; and while the Afghan campaign seeks to harnesses the power of social media, its success will rely on the elder statesman of PR - word-of-mouth.
Some 1.5 billion people have access to the web, so organisations cannot afford to think digital PR is a fad. Digital is not going to replace traditional PR, but clients are starting to expect a digital strand to campaigns.
Without wishing to sound condescending, agencies may want to ask clients: 'If they are going digital in Afghanistan, why aren't you?'
I will watch to see how Red Narrative's campaign goes, especially in a country where only five per cent of the population has internet access. However, anything that can help bring democracy and stability to the region is to be applauded.
Ben Cotton, PR and comms officer, Yorkshire County Cricket Club
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