Thursday | March 20, 2003
Technology and the "little things"
I have made technology a sort of "pet issue" the past few weeks, as I've grown increasingly frustrated with the party's efforts.
So it's nice to see that some people get it:
[Virginia Democratic Party Communications Director Laura] Bland demonstrated her ability to react quickly and pre-empt the Republicans today. Yesterday, a local radio station, discussing Clear Channel radio's Richmond, VA, "Rally for America," noted that no Democrats were participating. In a masterstroke, Bland contacted the station and asserted that Democrats were fully behind America's troops. She also linked to the rally on the Democrats' web site. A local disc jockey named her "Hero of the Day."There's nothing glamorous about this story. We're not talking million dollar technologies, hyper-powerful databases or gee-whiz gizmos. Instead, this was about using one of the most basic web tools -- a website, to effectively defuse a potential PR crisis.
It's the little things that make all the difference. This was a deft move, almost sublime -- merely adding a link to a "Rally for America". But it paid huge dividends for the VA Democratic Party while also wounding the GOP.
But there has to be an understanding that a campaign or party website is not merely a billboard or brochure. It's a tool, and it must be wielded skillfully for maximum effect. I'm willing to bet that if I took all the campaign and party communication directors in the country, almost none would've responded as Bland did.
And that's what ultimately frustrates me the most.Posted March 20, 2003 12:01 AM | Comments (18)