Honestly I have to say I'm completely surprised by the Iraqi Government's ineptitude on how it handled the execution of Saddam Hussein. I mean really it's the worst PR disaster for that nation that I can think of.
I mean if were sitting in the Prime Ministers chair thinking about the event I think I would have realized that this is probably the most important event in my nation's modern history. Also it will most likely be the most important event in my political career and probably the one I will be remembered for. Beyond the historical aspect there is of course the socio-political powder-keg that a botched execution could, nay would ignite. So after months and months of planning the Government of Iraq decided to appear eager for revenge, hire a bunch of yokel zealots to hand the event, and then act surprised when it all goes wrong and the whole world hears about it. It's this last point I find so interesting, the fact that they were surprised it leaked...
Government of the Republic of Iraq meet the cold hard reality of We Media.
What's We Media you might ask? It's the concept that because of innovations in technology and globalization everyone can be a journalist and everyone is a consumer of everyone else's news. In the case of Hussein's execution a witness recorded the whole thing (embarrassing spectacle and all) on his cell phone. The technology to do this isn't as recent in itself but just think of the possibilities this guy had to spread his recent experience? He could have walked across the street to a telephone and called in his sightings to a national news outlet or verbal spoke to his audio blog right there. He could uploaded it to the news outlet's citizen journalists sites, uploaded his video to YouTube, sent his photos to Flickr, shared them with his neighbors, etc. etc. and you know what... he did them all.
But that's the point! There is no multi-national news organization saying what goes on air and what doesn't anymore... they don't control the airwaves... WE do! so in a blink of an eye it's everywhere. Now what? Well that's when We Media really kicks in. I see it and show two friends, who show two friends, and so on. The we start to blog about it, talk about it, share our own thoughts and suddenly we are part of the story. We are creating the news... you, me, everyone! Think about the power behind this, no longer do you have to way for the 6pm news to hear the "late breaking but no real details report" of the natural disaster somewhere because 10 min. after it happened someone is sending thoughts, pictures, and video around the world. Amazing!
Here's s the important part... there is no fighting it. The ability to put spin control on anything out there is becoming harder and harder and often backfires(just ask Microsoft). Really the only course of action the Government of Iraq had in this situation is to prevent the situation in the first place. Trying to control it will make it worse in most cases.
You can account for it in your plans but do not try to disparage it or coerce into what you want it to be. Instead, facilitate it's existence and use it to get your story out there as part of the debate. In other words participate and facilitate. If you have a good idea or see something neat be the first to break the global news story. I don't know why I never saw this before but Yahoo is doing a great job facilitating this evolution. Check it out
For more info We Media a friend of mine, Chris Willis, wrote a leading paper on the subject located here.
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