Old distinctions between categories of paid, owned and earned media are fast becoming outmoded. Content creators are no longer only third parties whom we try to influence. They are often our partners, and, just as often, we are joining our clients in creating the very content that has an impact on conveying ideas and messages that build their reputations. Audiences are not satisfied to sit back as passive receivers of information through clearly defined, static channels. Indeed, they are not even audiences in the traditional sense anymore. They are the drivers themselves of on-going, dynamic conversations and participants in key business decisions, from product launches to the shaping of policy outcomes - See more at: http://www.burson-marsteller.com/who-we-are/burson-marsteller-being-more/#sthash.yfWLIBXu.dpuf