Case Studies: Creating a Media Firestorm: A Story Goes Viral
CHALLENGE: On behalf of the Environmental Justice and Health Alliance, (EJHA) KYS responded to a "Call For Proposals" submitting a proposal to conduct a workshop at the June, 2012 annual convention of the National Association of Black Journalists (NABJ). Unfortunately the proposal was not accepted; during the waiting process, KYS caused an article to go viral on the internet in our effort to bring visibility to the EJHA's proposal contents.
STRATEGY: This was not a planned strategy as it is impossible to predict what will cause an article or story to go viral. However, we do document in our case study how we did cause this particular article to garner a firestorm of press.
RESULT: The article did go viral; as we were at ground zero when it happened, we were able to track the progression of what happened and how it happened.
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