Everyone in the network is free to use the information as they see fit. There is no centralized communications centre from which approval must be sought. The network of NGOs is so dense that discrediting or eliminating one NGO does little to weaken the network. In fact, such actions may strengthen the resolve of the others. The immense flow of information through the network empowers newcomers to take action.
Information is power.
Action must move from the virtual world of the internet to the real world of letters to the editor, demonstrations, media contacts, and political action. To further understand the net and its impact, PR folks should look in the social work field and the concept of empowerment. For PR types who doubt the usefulness or practicality of the models presented, they're encouraged to look at the success of special interest groups over the past decade. Whether its NGOs fighting for environmental causes, gay rights, human rights, food safety, whales, spotted owls, old growth forest, coral reefs, dolphins, wolves, bears, seals, and any other purpose of the day, the concepts of netwars, netwarriors, and empowerment have been at work. These are the significant impacts of the internet.