ALL OF EVERYTHING MUST BE RE-EXAMINED, INCLUDING THE ROLE OF PUBLIC RELATIONS. We've taken to calling public relations "Brand Action" - finding ways to bring consumers and companies together meaningfully. Brand Action takes many forms in the media, some familiar, some invented as we go. Our experience so far has included: new product launches // brand repositionings and revitalizations // cause-related marketing // events // grassroots marketing // media relations // viral marketing // blogger relations