Chris Brogan on his blog (http://www.chrisbrogan.com/what-storytellers-can-do-in-real-time/) demonstrates very effectively how social media can be utilised more quickly than traditional media, and hints at how this can be useful to meeting corporate objectives.
I think that many organisations may be missing a trick, one that Panasonic appears to be trying not to miss.
On a side note, if you read Chris Brogan's post, right at the end is a really nifty (and green) alternative to the traditional "press pack" for journalists.
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