"How do organisations communicate both internally and externally in a PR-spin weary world?

Organisation can and must use social networks to engage stakeholders. Not using than use "fake names" or "brand names", No astroturfing nor sockpuppeting. Just as people use online networks to connect with their friends, organisations can use social networks to make connections.

People connect with other people. One role of the new PR is to hire/foster real employees to act on behalf of the organisation online. Do not outsource this important role. My suggestion is to find a star in the internal sales team, customer service team. An individual who is already online out of hours, who also understands the foibles of your organisation.

Empower your new ambassadors with the freedom to connect, act honestly, and tell the truth. Provide tools to permit them to right the wrongs that all organisations do.

The role of the new PR is to manage the image these new digital diplomats. Be their internal champions and measure their work.

Release your best ambassadors into the digital world.