Social activists on the other hand give their adherents both information and training. The effectiveness of this combination appears almost daily in newspapers, on radio and TV, and in the eagerness of regulators to endorse the cause of the day. Social activist training materials are available on the internet. The breadth of information in the Handbook is amazing. Monbiot provides practical and solid information on how to deal with the media, from crafting and distributing a news release to appearing on a TV talk show.
Activists provide their supporters with both information and strategic and tactical tools.
The combination of information and tools empowers people to take action, including communications or PR activities. Broad distribution of both the information and the tools means that no one can control the communications process. The recipients are free to undertake any communications activity at any time. Once this uncontrollable communications process has been unleashed, it cannot be corralled. While it is uncontrollable, and unpredictable, it has been effective for social activists.