This week, Gini Dietrich and Martin Waxman fly without Joseph Thornley - who has gone missing. (Drat that day job.) Martin leads off with a discussion of Jack Dorsey's attempt to shift perceptions in the ongoing conversation about the future of Twitter. Gini talks about the importance of managing crises by participating in conversations where they are already taking place. As Gini points out, many people resist change to the applications they know and are accustomed to using. That resistance will only be overcome with clear explanations and allowing people time to consider and try the new and changed features. Speaking of shifting perceptions, Martin and Gini have a great discussion about ads featuring celebrities. And then they use this as a launching point to talk about advertising equivalencies (AVEs) and the importance of the PR industry to measure meaningful outcomes.