Many PR strategists could learn a thing or two from "The Wizard of Oz," says social-media consultant Shel Israel. The Wizard had a loud, authoritative voice -- but he was soon revealed as a little man hiding behind a curtain. Similarly, social media is pulling back the curtain on corporate PR, making it harder for companies to speak in monolithic voices -- but also making it easier for them to form meaningful human relationships with their customers.

Related Summaries