In today's world of social and blended media (a mix of traditional and social), companies don't control the message.
In the past, companies could have a consistent voice.
Today, smart companies have empowered employees that act as brand evangelists because they're compensated, and, more importantly, because they actually care about the products they're company markets.
The days of fluffy press releases, littered with disguised value propositions, getting front page coverage are gone.
Companies that embrace the change will grow quicker than before.
Companies that don't will not see a vocal backlash.
They'll just be irrelevant.