" The media, communications, ad marketing landscape in which the public relations industry was developed is being knocked down [...] It is the decline of media based on a top-down model of communications. In this model, a small group of elites are briefed in advance with messages that are too often tightly scripted to brief the national newspaper, broadcast networks and newsmagazines. The message is then simplified and communicated to a mass audience via advertising or as "earned" editorial. This model, as epitomized by Youtube, Myspace, Oh My News and Wikipedia, ordinary people provide content to others. Ideas and information are passed virally. This consumer generated content alters the laws of control message. Many are calling this new social and user driven media 'Web 2.0.' "
- Richard Edelman, CEO of the largest independently owned PR firm in the world (c/o Corrine W.)
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