Mass media has shattered into niche, and from there it went social. Today, it's not enough that you might publish a blog about your little slice of reality. Now, readers need a friend/peer that they respect to actually recommend that they pay attention to that tiny snippet in your blog. It is here where the viral aspect of your message becomes extremely important.

So the lesson, I think, is to make sure your company is willing and capable sharers of expertise, and that they do it online, daily if possible. Decouple the "corporate" voice from communication and find ways for managers to actively and intelligently evangelize the brand by building their own personal brands online, within the context of the company message. If that means your CIO develops a following, go with it! The ones that build a personal brand and stay…they are PR gold.

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