Charlie Melichar, Colgate’s VP of of PR and Communications, in an interview on Collegewebeditor.com:

We’re in a new era of transparency. The beauty of these new technologies is the same thing that scares a lot of folks—micromedia provides direct, cheap, easy access to your institution and the folks who are a part of it. This is the true “no spin zone.” You’d better be pretty sure that your marketing and messaging is on point. If it isn’t you lose all credibility in the minds of your audiences.

I couldn’t have said it better.