To be sure, I think it a wise idea to try to proactively engage the New Media (social networks, online communities and blogs, etc.) -- chiefly because they will engage you, whether you engage them, or not.
So New Merck's head of communication (late of ATT) has taken on an aggressive strategy -- make Merck's social responsibilty story shine -- in online social media.
Fabulous -- but look at this Ambrose quote from MMM-online.com (never mind the technical gaffe in that article's headline):
. . . .“One change in the way we're managing communications and our reputation is this notion of not expecting people to know your story if you're not telling your own story,” Ambrose told PRWeek. “You reallyneed to look at every possible touchpoint the company has and tell a consistent story about who you are and what you stand for. . . .”
Well, to my eyes, at least -- that quote is unintentionally telling.
Note that "consistent" is substituted -- where "truthful" ought to be.
Food for thought, Ms. Ambrose (from the legacy of Roy Vagelos, and before that, George Merck).
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