Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. Optimally, it should relate to something their market actually cares about. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. Public Relations does not relate to the public.
Companies are deeply afraid of their markets.
By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay. Most marketing programs are based on the fear that the market might see what's really going on inside the company. Because they are networked, smart markets are able to renegotiate relationships with blinding speed. Networked markets can change suppliers overnight. Networked knowledge workers can change employers over lunch.