I don’t disagree with a word Jeff Jarvis writes in today’s Media Guardian (on the new rules of transparency and the changing world of media relations):
The one lesson I would like to give PR people is that their ability to have a direct relationship with their constituencies also brings them a new responsibility: in the age of the link, when we can click straight to the source for information from companies, politicians, or governments, what we find had better be complete, open, honest and reliable, no longer obscured behind the gauzy window of PR and flackery.
PR Studies 
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