Library 2.0 PR article

From a recent Library Journal article:

The rules of marketing have changed. Do libraries know that?
Corporate PR-types used to control the message. Sitting behind a desk, they'd write a carefully crafted press release and then send it off to newspapers and upload it
to their web site. The attention the company got might barely justify the
salary of the PR professional.
Today's world is fundamentally different.
Neither news nor brand identity are controlled through press releases or
carefully choreographed newspaper articles. Brands are molded and shaped by the
audience—and the audience is everyone. People talk. And people listen.
Social tools, social media, and social engagement are the norms for many
large advertisers that have populated sites like Facebook and Twitter with
brand-focused pages and interactive techniques. Are you following your
favorite brand?
Are libraries catching up?