“… the best of the people in PR are not PR Types at all.

Markets Are Conversations

“… the best of the people in PR are not PR Types at all. They understand that they aren’t censors, they’re the company’s best conversationalists. Their job — their craft — is to discern stories the market actually wants to hear, to help journalists write stories that tell the truth, to bring people into conversation rather than protect them from it. Indeed, already some companies are building sites that give journalists comprehensive, unfiltered information about the industry, including unedited material from their competitors. In the age of the Web where hype blows up in your face and spin gets taken as an insult, the real work of PR will be more important than ever.”

From The Cluetrain Manifesto, chapter 4 “Markets are Conversations” (by Doc Searls & David Weinberger Copyright © 1999, 2001 Levine, Locke, Searls & Weinberger. All rights reserved.

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