with strong detractors and supporters. That same year, Seth Godin published a book on permission marketing, which advocated against advertising and in favor of marketing that is useful and educational. While initially controversial, by 2006 it became commonly accepted that social media had an important role in public relations. Press releases, which were mostly unchanged for more than a century, began to integrate digital features. BusinessWire introduced the "Smart News Release," which incorporated audio, video and images, in 1997. This was followed by the MultiVu multimedia release from PRNewswire in 2001. The Social Media Release was created by Todd Defren from Shift Communications in 2006 in response to a blog written by journalist and blogger Tom Foremski titled "Die! Press release! Die! Die! Die!" Incorporating digital and social features became a norm among wire services, and companies started routinely making company announcements on their corporate blog. According to The New York Times, corporate communications shifted from a monologue to two-way conversational communications and new media also made it "easier for consumers to learn about the mix-ups and blunders" of PR. For example, after the Deepwater Horizon oil spill, BP tried to deflect blame to other parties, claim the spill was not as significant as it was and focused on the science, while human interest stories related to the damage were emerging. In 2011, Facebook tried to covertly spread privacy concerns about competitor Google's Social Circles. Chapstick created a communications crisis after allegedly, repeatedly deleting negative comments on its Facebook page. During the Iraq War, it was exposed that the US created false radio personalities to spread pro-American information and paid Iraqi newspapers to write articles written by American troops. See also History of advertising History of advertising in Britain References Further reading Cutlip, Scott The Unseen Power: Public Relations: A History (Lawrence Erlbaum Associates: 1994, 2nd ed. 2013) . Cutlip, Scott M. "The unseen power: A brief history of public relations." in Clarke Caywood, ed. The handbook of strategic public relations and integrated communications (1997) pp: 15-33. Ewen, Stuart. PR! - A Social History of Spin (1996), popular history from the left Fones-Wolf, Elizabeth. "Creating a favorable business climate: Corporations and radio broadcasting, 1934 to 1954." Business History Review 73#2 (1999): 221-255. Gower, Karla. "US corporate public relations in the progressive era." Journal of Communication Management 12#4 (2008): 305-318. Heath, Robert L., ed. Encyclopedia of public relations (2nd ed. Sage