Seriously interesting and different book on PR. I punctuated shows the difference between PR and marketing where PR wins ibn the course of time and long term. I like the quote "Brands must recognize that in a world without gatekeepers influence is a continuum." This is a good one describing that a customer feedback is a PR already as well as brand response to it and business environment challenges. There are good tips on building trust via digital means (website, SEO and other touch points of communication with customers). The focus of the book is building trust with customers and it provides many practical insights and tips on how this can be done. Simple as it is, being a customer we buy from brands we know and trust.