I was at a green conference this weekend and some college students who were there asked a journalist now turned book writer and green energy guru how should they approach the media about getting the word out about green issues on their campuses.
The reporter/guru essentially said to emphasize what seemed new and shiny and trendy about their approaches, like how they were using technology in their groups to network with other green groups. I got what the fellow was saying, but it seemed wrong to me. My response would have been, talk about what makes you passionate about what you're doing or explain why what you're doing has the opportunity to really change things. These kids certainly were involved in their groups because they believed they could change things.
Window dressing what you're really doing by emphasizing the technology is a short term win and in the end you're pandering as much as you think the reporter is.