Viral PR - what are we waiting for?

(Source: www.imagebank.com)

I've read an interesting article this weekend in the Mail & Guarding (March 16 to 22 2012, p 30): Viral sensation an effective antidote to social fatigue. The journalist explored the question of social media and asked the question what value, if any at all, does it add to our society? 

The article explored the value of viral sensation and the use of social media in non-govermental organisations (NGOs) and makes the reference to the Kony 2012 campaign. A USA organisation - Invisible Children - brought the attention to the long-standing Ugandan warlord Joseph Kony, whose atrocities include using child soldiers.

Looking at the documentary, if you agree or not, played an important PR role - we have watched it and we have been talking about the issues the video raised and we have shared it. The viral campaign gave voice to the voiceless and got the message across. There are in today's communication environment place for viral PR!