The document discusses how corporations should shift from one-way communication to target groups to engaging in dialogues with stakeholder groups. It argues that with the rise of social media, consumers have more control over brands and participate in shaping them. Companies must focus on building trust and relationships rather than just transactions. By participating in online conversations, companies can influence and have their messages amplified, rather than just trying to control messages. However, they also risk irrelevance if they do not engage stakeholders where conversations are already happening.