PR's role is changing from command and control to dialogue and transparency. Some are fighting it. Some are only too aware that in a better-informed world, authenticity and transparency are the only way to go.
Rather than have me banging on here, take a look at Richard Edelman's posting on the subject and, vitally, the comments that follow. It will give a sense of the changes afoot and the challenges faced.
Renee Blodgett has her own blog post triggered by the above. Also well worth a read.
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