The advent of Yelp and Twitter does not, experts say, make public relations a moot point. Quite the opposite, actually. Though it’s true that smart brands are handing over more control to users via social media platforms, it’s also true that the balance of the universe falls out of whack if your brand doesn’t continue to communicate (remind! repeat!) its core value proposition in its own language.

The need for PR perhaps has not changed, but our user-generated culture means that the focus and message of your PR messages should. According to Jeff Hoffman, cofounder of ColorJar, your public relations can no longer be about you, your company or your product; it must be about your customers.

“No one cares that another set of products has been unleashed upon the world,” Hoffman writes. “Media is interested in one thing: the effect of your product. The lives that have been changed or made better by your company and your product.”

This article originally appeared at The Build Network.