This is a simple 'told you so' post. In 1995, I said it outloud, then in 1998, then in 2000 and again in 2001 and have lectured about it since then all over the world.
The Internet has agency. It can change your messages.
Just like that guy in the pub can be beastly so too can the Internet. But it has reach, a long memory and people as well as machines to do it.
It's common sence to be aware and watch out for it. Its basic PR and if a A former president of the American Society of Newspaper Editors has too narrow a view of what PR does .....sob!
Picture: First Amendment Centre