All of us have witnessed a subtle transition in recent years as corporations have moved from proactive institutions where trends and decisions were delivered from the top down to reactive defendants commanded by their constituents. A number of factors prompted this shift: Economic instability shook the foundation of business practices; unscrupulous accounting precipitated increased scrutiny and decreased public trust; and new technologies altered the flow of information in a way that empowers consumers and opens the door for reputational disasters. But technology’s relationship with business is a dichotomous one: While it increases risk, it also serves as a solution for measuring communications’ contribution to bottom-line results and for taking preventative steps in reputation control.