If there is one thing I've learned from social media and the new media landscape it is that I no longer have complete control over my organization's message. Control has been snatched from our public relations and brand- building prowess by Facebook Twitter YouTube and other social media (Case in point: the "United Breaks Guitars"" hit song on YouTube). CEOs and PR professionals must embrace this new paradigm and strategize how to best use these channels to build relationships with customers and create awareness of products or services . . .
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