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Lulu Cheng Meservey: The PR Class You Didn’t Know You Needed
How I Write
Influence through Grassroots Engagement
To succeed in spreading a message from a position of disadvantage, one must identify and engage key influencers within the community, akin to village leaders or religious figures in counterinsurgency strategy. This approach emphasizes grassroots operations where creating one’s own distribution networks and means of communication is crucial, avoiding reliance on established powers that may oppose the message. The historical example of Christianity illustrates how a small, initially underdog idea can evolve into a widespread movement through strategic buy-in from influential individuals, which holds vital lessons for startups aiming to make an impact.
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