Ethics in Public Relations: Responsible Advocacy is the first book to identify universal principles of responsible advocacy in public relations. In this engaging book, editors Kathy Fitzpatrick and Carolyn Bronstein bring together prominent authorities in the field to address theoretic and practical issues that illustrate the broad scope and complexity of responsible advocacy in 21st-century public relations.
Chapter 7: Responsible Online Communication
Responsible Online Communication
During the presidential elections in 2004, a wild rumor circulated throughout the United States that the federal government planned to reestablish a military draft. Fully one-half of all eighteen- to twenty-nine-year-olds surveyed in one public opinion poll said that they thought the rumor was true.
In fact, no such plans existed.
Many news reports attributed the rumor to the Web site and e-mail campaign conducted by an activist group called http://www.MoveOn.org Student Action. The group was an affiliate of a liberal activist group that had gained notoriety because of its efforts to unseat President George Bush and for its adroit use of the World Wide Web to raise political campaign funds online.
Similar to most rumors, the story about a prospective military draft ...