Six degrees of separation

A key idea in networking is that the world of

social relationships is really a lot smaller than

we think. How long a chain does it take to con-

nect one arbitrary person to another arbitrary

person anywhere in the world? Approximately

six people. This is the famous six degrees of

separation idea initially researched by psy-

chologist Stanley Milgram. Milgram asked for a

message to be passed from randomly selected

people in Kansas and Nebraska to a particular

target person in Boston who was completely

unknown to the initial message recipient. By

using a chain of acquaintances, it took only an

average of 5.5 intermediaries to successfully

deliver the message to the target. Weak ties

can get difficult jobs done.

In his best-selling book The Tipping Point,

Malcolm Gladwell argues that you can boost

your six degrees’ chances of success if one or

more of the people you interface with is what

he calls a connector — an extraordinary hub of

a person enmeshed in large networks of con-

tacts and friends. Connectors can boost your

movement along the human web, whereas

others may slow things down. So pay particular

attention to any well-connected people in your

social network — they’re your connectors.Overall, of course, in terms of your credibility, the more positive things about

your cause that are communicated through any kind of media, the better.

There are other reasons why you should engage in media relations, espe-

cially through independent media:

 ✓ Getting your message out through independent media is a really

cheap way of conversing with your target audience. It’s essentially

free.

 ✓ When you provide the media with trustworthy and interesting infor-

mation, they gain as well, which is great for everyone. In Chapter 2,

we talk about creating public compassion, and in this context it’s nice to

know that those who help you will be around to help others.

 ✓ As journalism goes through its current economic crisis, the reputation

of independent media is likely to continue growing. This trend will

probably only further the reach of anything you have to say, through

them, in the future.

 ✓ As you develop your media relations, and as you get your foot into

more and more doors, you’ll find that other people will be contacting

you from non-media organizations to learn more, which is what you

wanted in the first place, right? Political representatives; chambers of

commerce of various kinds; tourist associations; consulates or embas-

sies; the United Way; and other nonprofit or public-sector agencies,

professional associations, civic groups, and university departments will

be increasingly aware of what you’re up to. This provides more grist for

both your work and the public compassion mill.

 ✓ The more media coverage you have, the higher and more favorable

your profile will be to current and future volunteers, supporters, and

financial donors, and, of course, to those you serve.