Church of the Customer Blog has an interesting post about good PR and buzz and how one may not lead to another. The gist of it is that though your company may get a lot of exposure, and good at that, word of mouth buzz may not be as great if your company is not transparent or sharing information that bloggers (or other users of social media tools) can comment on and link to.
...any company, really, that stores and manages vast levels of data and metadata -- created sockets into its vast warehouse of data, or just shared data more frequently with the thousands of marketers, technologists and researchers who roam the the alleyways of social media, it would create new landscapes of buzz and ownership.
Source: John Trosko
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