PR Week has published the transcript of an online chat between PR Week Editor, Keith O’Brien and Constantin Basturea, Trevor Cook, Steve Rubel and BL Ochman.
“Rubel: It’s not about controlling the message. It’s about pushing it in the right direction so the community controls it. And the journalists know it. Companies don’t control the message any more; the customers do.
Basturea: First, the whole concept of a corporate message will have to be reconsidered.”
Murphy's Law 