Verizon’s Secret, No Longer So Little

    January 9, 2006

Here’s yet another shining example of how the blogosphere helps drive the news agenda.

Last week Verizon Wireless introduced a music service for cell phones called V Cast Music. Shortly thereafter, word began to bubble in blogs that the included software would disable users’ ability to play their own MP3s on these phones. A couple of days later, it’s on AP and now everyone knows what started as Verizon’s “dirty little secret.” Ignore the blogs at your peril.

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.