The new PR: Nimble Twitter responses make grass roots easy (or hard)

It was only about 20 minutes after I'd first complained via Twitter about getting rudely turned away from the drive through window -- where I'd arrived on my bike -- at sustainable fast food chain Burgerville when the company's Twitterer responded. A few minutes later, I was being contacted by the reporter on the "transportation" beat of the local newspaper. A few hours later, local TV news crews were setting up outside my front porch to interview me.

I had an apology the next morning from the manager. And the company's PR firm must have been working overtime for the next 24 hours, because by the afternoon of the second day following my Tweet, Burgerville delivered a press release announcing its new, formal bike-friendly policy at all its 39 drive-through windows (now called, additionally, "ride-thru").