This panel discussion in London, organized by the British Association of Communicators in Business and the IABC UK Chapter, was titled "Join the Virtual Revolution.? The organizers described the event: "Digital media is changing the way we communicate. Just as we've got our heads around the internet, email and mobile technology, a new wave of tools are becoming increasingly relevant – blogs, wikis, podcasts, RSS and integrated mobile devices. What are these tools and how can we use them to communicate with audiences? More importantly, how can audiences communicate with us? And if everyone is a communicator, how can we control the message? The on-demand, digital world offers communicators new and exciting opportunities and challenges.?

The panel was moderated by Ben Hunt, Editor of the Financial Times' Digital Business. In order of their presentations, the panelists were Neville Hobson, communicator and FIR co-host; Neil McIntosh, Assistant Editor of Guardian Unlimited; and Euan Semple, BBC Director of KM Solutions.