Managing an issue is sometimes seen as a battle of who can talk the loudest. With the advent of social media, the winning public affairs strategy now involves who can listen the best.
Bill Lee, a consultant writing for the Harvard Business Review Blog Network, recounts the experience of anti-tobacco warriors in Florida who used a variety of unsuccessful tactics to dissuade teens from smoking.
Out of despair, they called a summit on teen smoking. Some 600 Florida teenagers attended. When asked why past ads with dire warnings of the dangers of smoking had failed to work, teen attendees said they were unimpressed.