Consumer-generated content has completely redefined what it means to steward a brand in the 21st century. Like it or not, interactive media have made it possible for a brand's assets to be used in ways not easily controlled by the guardians and gatekeepers that traditionally have control over such things. The mere existence of a brand in the 21st century is a license for folks with only a rudimentary understanding of interactive publishing to add to the collective consciousness by exerting their own influence over a brand's assets. (When I speak of "brand assets" here, I mean not only the physical 'look and feel' elements, but also the cornerstone values a brand is based upon.) Tom Hespos - Online Spin Newsletter Indeed! As Pete Blackshaw said in his Click Z article - Watch your back, Jack! The writing is on the wall - and it is an online wall for all to see. Understanding and monitoring these online conversations is a vital part of PR today. Now, more than ever, you need a well considered, consistent content strategy. Figure out how you can contribute to the conversation and how it is affecting your brand value. | 
