How can companies embrace this future of empowered stakeholders? Speak from the inside out, telling your employees and customers what is happening so they can spread the word for you. Be transparent, revealing what you know when you know it while committing to updating as you learn more. Be willing to yield control of the message in favor of a rich dialogue, in which you learn by listening.
Sage advice and probably something that a lot of us here in the blogosphere know already but this coming from Edelman is good news indeed. I just wonder how long before this trickles into the consciousness of all PR people in Ireland?