At last week’s Forrester Consumer Forum, Richard Edelman suggested today’s PR has to be ‘masters of reality’ rather than focus on spin and hype. This was underscored by his tagline, "Be it. Don’t Buy it."
I think that’s a great mission for marketers in general. In a world of higher transparency the best products and companies will succeed. The true reflection of their quality and character will be amplified. As masters of reality we will realize that products need to be great, word of mouth follows, and marketers (as masters of reality) will leverage the truth.