Earlier generations of publicists did not have the internet but they still understood the importance of connectivity: the value of the audience and the danger of making them turn against you by conning them. It’s not just about getting your message out there — it’s about getting it believed and trusted.
The internet has put a completely new spin on word of mouth, allowing the public unprecedented access to information about the behaviour of the companies behind the brands and providing them with a communications platform for expressing and sharing their thoughts and opinions — it’s a two-way street. And that feedback should never be viewed as negative: it’s a vitally valuable asset. Genuine feedback — real responses unbiased by ‘weighted’ questions in sponsored surveys — is what every business needs. And it’s free.