It was with great interest that I read a recent article in the New York Times about how Silicon Valley entrepreneurs are turning away from tradtional PR to spread news of their newly-hatched companies and turning straight to the tactics likely to make them richer entrepreneurs - digital technology and, in particular, the technology that facilitates word-of-mouth. You don’t have to be an entrepreneur, or even a Silicon Valley resident to understand the innate capabilities of digital technology to spread news, be it good or bad, truth or heresay. The reason for my great interest in this Times article was how it echoed the sentiments in a piece I just wrote for this week’s print edition of Brandweek magazine about GM’s “Reinvention” campaign. In it I explain that while this once-mighty brand set forth its new promise to become a more efficient company in a series of television ads, this top-down pronouncement isn’t going win any friends or influence people. It’s only when people start tweeting, blogging and spreading their experiences under the digital magnifying glass that proof of its promise will be validated - and credible.