“In the progressive community, we tend to dislike the idea of selling ideas.” (With David Fenton, author of The Activist’s Media Handbook)
So you’re hoping to propel a cause into the public eye in a way that’s thoughtful and effective? What do you do?
For David Fenton, the longtime progressive PR guru who began his activist work in the late 1960s alongside figures like Abbie Hoffman and Yoko Ono, the answer has been to stick to some simple rules: straightforward and understandable messaging, repetition, effective storytelling, and the other principles that he lays out in his book, The Activist's Media Handbook. We spoke about his activist origin story and how he’s paying forward his decades of experience, as well as how he’s continuing to put the PR rules he writes about into practice to fight climate change.
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Credits:
To the best of our knowledge, all audio used by What Can I Do is in the public domain or is used with permission. Our theme song is Good Deeds by Serj Anto, and we hold a license for use of the song through PremiumBeat.
Original artwork is by Matthew Weflen and used with express permission.
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David Fenton
David Fenton, named “one of the 100 most influential P.R. people” by PR Week and “the Robin Hood of public relations” by The National Journal, founded Fenton in 1982 to create communications campaigns for the environment, public health and human rights. For more than five decades he has pioneered the use of PR, social media and advertising techniques for social change. Fenton started his career as a photojournalist in the late 1960s – his book Shots: An American Photographer’s Journal was published in 2005. He was formerly director of public relations at Rolling Stone magazine and co-producer of the No-Nukes concerts in 1979 at Madison Square Garden with Bruce Springsteen, Bonnie Raitt, James Taylor, Jackson Browne, and other artists. He has also helped create JStreet, Climate Nexus, the Death Penalty Information Center, and Families for a Future. He sold Fenton a few years ago to work on climate change full time.
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