The new global conversation gives organizations unique opportunities to share a point of view. Employees of those organizations are perfectly poised to deliver messages in fresh ways. Nearly every speaker at the PRSA International Conference in San Diego urged participants to “get in the conversation,” but Alan Scott, of Dow Jones and Co., had a slightly different message. Get your employees in the conversation.

While companies are experiencing all-time lows in trust factors, employee experts still remain high as trusted sources of information. But, urged Scott, it’s not about building another community.

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