Richard Edelman has posted an excellent essay on his personal blog. The essay deals with the shift from the traditional top-down, one-way messages that constitute corporate communications. Edelman advises outreach to key constituents and spreading the message in a viral fashion among trusted peers. With all of the recent corporate and government scandals, trust in our institutions is rapidly declining. The future belongs to empowered stakeholders, according to Edelman.
Link: Richard Edelman - 6 A.M.: The Me2 Revolution.
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