Communications is in a time of tremendous change. Traditional marketing communications models that allowed a company to have a significant level of control over the message and conversation (one-to-many communications) have become irrelevant.
agreed and he adds
We are now in a time where the consumers are empowered, and 95% of the conversation about your product is taking place outside of your Web page (many-to-many communications). The old tools and strategies have to be re-imagined, and new ones invented. This is a whole new game for today’s communications professional.