He points to his fi rm’s work for Microsoft Corp.’s Xbox gaming system. “We were engaging with bloggers and fans eight to 10 months before the ads broke. “Our job is no longer doing a press conference to break the ads—we are building engagement with enthusiasts to create a runway of credibility for a new brand or campaign.” Under the old model of public relations, the job of a PR fi rm was to get a story in the newspaper. Says Mr. Stockman, “If we got a piece in The Wall Street Journal, we’d give ourselves high fi ves. Now, if you get a piece in the Journal, you have.
