A New Way to Do Old Business

She recommends that organizations:

• be creative and look for alternatives to build 2.0 components into measurable things you already are doing.
• Google or Technorati your organization. "You will find there are a lot of people talking about you," Stubbs said. "So you better make sure you are feeding them the right things to say."

Brigida noted findings from the 2009 Edelman Trust Barometer that show that, regardless of the channel or voice used, the majority of individuals need to hear a message three to five times before they believe it, which underscores the importance of using multiple channels to get your message out.