PR is a vital tool for businesses to connect with their clients, consumers, investors, and other stakeholders. Further, the birth of online platforms has made it even easier for companies to execute PR campaigns and reach wider audiences, but it also increased the risk of encountering a disaster. And if you are a constant dweller of the internet, you would know that when a PR campaign fails online, it fails bad. Even greater dangers lurk in social media, where users are free to post practically anything, and where "respect seems to be an alien concept. 2012 has taught us that anything is possible with the Internet: well-meaning hashtags may backfire, a single tweet may mar a company’s reputation, a prank call made in the spirit of fun and entertainment may cost a person’s life, and a political aspirant may be turned into a meme just because of his poor choice of words. With all these in mind, I can only hope that 2013 be a year of careful and responsible online PR.
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