Burson-Marsteller [3], one of the world's largest public relations firms, has formed an alliance with Cyveillance [4], a company that specializes in helping companies track what consumers, activists and other interested parties are saying about them on the Internet. ""Negative comments or dialogue, which can be devastating to large corporations, often begin unnoticed in the recesses of the Internet," explained Eric Letsinger of Cyveillance. According to B-M's Scott A. Wallace, ""These actively vocal online communities are becoming increasingly important as influencers since their 'voices' are not filtered by the off-line media."