Theory N’ Practice

In an earlier post I posed the question: How should PR respond to consumers’ newfound voice in the media? Having just shown the wrong answer , here’s the right answer:

Think this isn’t PR? Tell me the first description of Ketchum that comes to mind after watching that video:
Creative? Innovative? Fun? Exciting? Different?
All Ketchum brand traits…delivered to you in a YouTube PR campaign, no less.

Social media calls for strictly innovative communication that doesn’t overtly sell to the public, but invites the public to find out what the company stands for.