Engage the media. In many cases, the media will make or break a reputation under fire. This includes traditional media outlets, but also the blogosphere, Twitter feeds and social networking.

To succeed in this shift, brands must adopt strategies that bridge the strengths of both legacy and new media.

Tesla CEO Elon Musk has hinted at potential legal action against news outlets he accuses of framing the event in a way that could harm the brand's reputation ... should sue media outlets, Musk ...

Many commercial news outlets are now adopting these practices as well ... puts journalists’ role in the age of AI in one word: reputation. The media will be the biggest touch point between citizens ...