BLOGGING & MEDIA
Blog Definition: "(Web site which) points to articles elsewhere on the Web, often with comments, and to on-site articles. A Weblog is kind of a continual tour, with a human guide who you get to know. There are many guides to choose from, each develops an audience, and there's also comraderie and politics between the people who run weblogs, they point to each other, in all kinds of structures, graphs, loops, etc." Anthony V Parcero quoting Dave Winer, The History of Weblogs.
“Blogging is shaping up to be one of the most important developments in media and PR for a very long-time.” Trevor Cook (blog)
“bloggers are an opinionated bunch.” Steve Outing (blog) interviewed by B.L. Ochman (blog)
“You can't treat bloggers the same as journalists, as they generally don't come from that background.” Elizabeth Albrycht (CorporatePR)
“Controversy is considered to be a good thing in the land of blogs.” Steve Outing (blog) interviewed by B.L. Ochman (blog)
“Opinion is now delivered as expertise” Trevor Cook (blog)
“Among the top tier 5% bloggers, most are not making a living at it.” Steve Outing (blog) interviewed by B.L. Ochman (blog)
“Ahh. If only more of us got PAID to blog.” Elizabeth Albrycht (CorporatePR)
“Why are so many people interested in blogging? (…) Because they're fast, funny and totally biased." Ryan May (MNPR) quoting Time magazine article "Meet Joe Blog"
“Pure information may generate one-time visitors, but personality is key to creating a following” Don Crowther (101PublicRelations)
“(Blogging) is not a fad, it will be around for a while.” Steve Outing (blog) interviewed by B.L. Ochman (blog)
“The sad fact is that there seem to be very few PR bloggers compared to the size of the profession globally. And even fewer women PR bloggers compared to the industry.” Trevor Cook (blog)
“Bloggers love the new medium for all the reasons that make it a scary prospect for traditional PR and old-style journalists.” Trevor Cook (blog)
“Blogging (…) is unpredictable, a bit like the real world as it is lived by real people. This is very different to what currently passes for communication in the worlds of business and politics.” Trevor Cook (blog)
“The new thing is (…) this second imprint (…) So you have the first wave (also called a news cycle) and a second that embeds it further into the Web” Jay Rosen (PressThink) interviewed by Steve Rubel (blog)
“The decline in the media’s centrality also means that PR will become less synonymous with media relations. PR has too (…) often to supplement and enhance advertising.” Trevor Cook (blog)
“One thing though that I think have been partly missing from the debate is that we are focusing very much on the distribution of news and not the quality of news today. (…) Big media rules like never before, in spite of internet. And big media don't write about stuff that matters anymore.” Hans Kullin (blog)
“We may be on the verge of an entrepreneurial "moment" in journalism” Jay Rosen (PressThink) interviewed by Steve Rubel (blog)
TRUST
“This article by Orville Schell is a must read I think Why the Press Failed.” Trevor Cook (blog)
“The fact is, people are fed up with being lied to. We're tired of liars - in government, corporations, and elsewhere. We know about how products are made and the creepy psychology and research that goes into selling it.” Angelo Fernando (Hoi Polloi Report)
“you cannot regulate or control the truth (anymore)” Angelo Fernando (Hoi Polloi Report)
“Right now, there are very bad forces affecting public relations. We are supposed to be a bridge for the press to get to CEOs, not a barrier, but the industry has fallen into the trap of blocking access for the press. There is this tremendous force that is trying to convert public relations into advertising, especially at the conglomerates, and that will be the downfall of public relations.” Jack O’Dwyer (blog) interviewed by Jeremy Pepper (blog)
“The increased public pressure for transparency is met by the businesses' concern that, instead of building trust, this will expose organizations to further harsh scrutiny. But organizations will have to change in order to survive, and PR professionals can have a leading role in this process.” Constantin Basturea (blog)
CONTROL
“What is the role of a PR agency in blogging?” Elizabeth Albrycht (CorporatePR)
“In the 1980s the word-of-mouth networks were so inefficient that (you) could "manufacture" (great sales) just by having a great marketing campaign.” Robert Scoble (Scobleizer) interviewed by Trevor Cook (blog)
“The problem (for PR) is that this medium is amateur at its best. Amateur which means that bloggers aren't bored, bloggers aren't lazy and bloggers aren't just trying to fill space.” Seth Godin interviewed by Robb Hecht (Media 2.0)
“(We are) shifting emphasis from selling to the vast anonymous crowd to selling to millions of particular consumers” Robb Hecht (Media 2.0) quoting Robert Stengel, P&G
“No single ad can tell the whole story in today’s economy (…) We don't need one big execution of a big idea. We need one big idea that can be used in a multidimensional, multilayered and multifaceted.” Robb Hecht (Media 2.0) quoting Larry Light, McDonald’s, on his approach called “Brand Journalism”
"In order to achieve momentum, a company has to motivate not just the customers themselves, but also the ecosystem around a customer opportunity. The futures contract that comes with all digital brands must also include the brand extensions in a product or service ecosystem, or the company risks losing a source of differentiation." Evelyn Rodriguez (Crossroads Dispatches) quoting Ron Ricci and John Volkmann the book "Momentum: How Companies Become Unstoppable Market Forces"
“Don is right and his point ties to a serious question of message control. Note the tactics. They are all controlled messaging that a marketing manager loves to see. The idea of working with reporters by presenting facts simply, clearly and persuasively is too uncontrolled and difficult and takes too long.” Jim Horton
“As strategic visionaries who have become drunk with confidence in their own thought-leadership abilities, PR-practioners often fall victim to their own hype, selling clients on the glories of the "Big Idea" du jour.” Anthony V Parcero
“Marketers and PR professionals need to aim for transparency and honesty in their information (to leverage) solid relationships with blogs and their authors, who possess an established "trust-factor" with their audience, and are key to influencing opinions (…) Flooding users inboxes with thousands of email newsletters, pitching to bloggers while ignoring their individuality, and attempting to actively deceive the public should not be the methods built-in to an online strategy.” Anthony V Parcero
“Bad PR is Bad. (…) Good PR is Good.” Shel Holtz
“I think this might be the last presidential election where the Kerry/Bush/Big politics money machine (half a billion dollars this time) is going to be the key to winning.” Seth Godin interviewed by Robb Hecht (Media 2.0). Obama’s last primary and presidential campaigns proved Seth to be right.
“Public relations and marketing has always been more about cultivation rather than control.” Alice Marshall (Presto Vivace Blog)
“It's important for (PR ) people to understand that a) they never had complete control in the first place; and b) "control" is a mistaken notion. Think in terms of managing, not controlling, what clients say and what is said about them.” Dan Gillmor (blog) interviewed by Steve Rubel (blog)
“The risks are growing on one level. Bloggers (…) are uncovering information many companies might prefer to keep secret and then spreading what they learn to anyone else who cares. Customers help each other "hack" products today in ways companies might not like. And some of the information that gets spread is false. The opportunities are also growing. Using the same tools, companies can communicate better with their various constituencies: customers, suppliers, employees, community. With a more human than PR-laden voice, they can explain what is happening and why. They can have a conversation with these constituencies, via comments, bulletin boards, etc. They can enjoy the value that comes from listening to people's ideas.” Dan Gillmor (blog) interviewed by Steve Rubel (blog)
“(Competitive Advantage) can happen anywhere a manager (…) is willing not just to give up some control, but recognize its already lost.” Evelyn Rodriguez (Crossroads Dispatches) quoting Ross Mayfield (blog)
“The copyright industry, meanwhile, is trying to outlaw all kinds of technologies that will be essential for the creation of a true grassroots media. Unfortunately, (…) Intellectual property is turning into a license for older industries to thwart innovation.” Dan Gillmor (blog) interviewed by Steve Rubel (blog)
ENGAGEMENT
“For a long time, (…) very few people ever have any opportunity to participate in the debates that go on in those media forums. Trevor Cook (blog)
“My audience knows more than me. A weblog teaches you that.” Jay Rosen (PressThink) interviewed by Steve Rubel (blog) quoting Dan Gillmor (blog)
“Given the negative, cynical tendencies of mainstream media, the blogosphere can offer an alternative, more positive viewpoint of a crisis” Elizabeth Albrycht (CorporatePR)
“McDonald's and Seth Godin acknowledging that marketers are losing control of their brand marketing programs online? Who to put in charge to help marketers regain their online voices and direct their online conversations with customers? PR. This is a great opportunity for PR to take leadership of the strategic role of integrating the voice of the customer between corporate IT and marketing. Any Fortune 1000 company that has a threat (blogs) also has a need. PR people...fill that need. Company threats are met by the opportunities of other services. Conversations developing online should be answered. By PR.” Robb Hecht (Media 2.0)
“Engagement occurs not just at the final sales delivery channel - to gain advocates for already finished product - but much earlier - during the conception and design phases of products and services. Iterative (for each new and improved version) and interactive engagement is a feedback loop through the entire lifecycle of the product including the earliest embryonic stages. Customers become stakeholders. When customers have a role beyond that of 'consumer' they will engage. Blogs can assist in connecting to the desires, dreams, and wants of the market and to gather that feedback. The product itself is always the primary message. Effort placed on building a buzz-worthy product simplifies evangelist's role.” Evelyn Rodriguez (Crossroads Dispatches) quoting Ross Mayfield (blog)
“Conversation is going to happen with or without you.” Seth Godin interviewed by Robb Hecht (Media 2.0)
“Blogs help formalize and record conversations, but they're not the whole conversation.” Seth Godin interviewed by Robb Hecht (Media 2.0)
“Welcome to the non advertising-centric world of marketing communications!” Angelo Fernando (Hoi Polloi Report)
“The thought of approving comments before they are posted is really antiethical to blogging (…) Why bother if you are going to muzzle those who disagree with you?” Elizabeth Albrycht (CorporatePR)
On what John Cass (PR Communications) replied “Sometimes people spam me. I have no problem with removing their post and not sending them an email. My blog is my website, and I do control the content. (…) If people do disagree with me and are not just trying to increase their link popularity rating I am happy to leave the post.”
“The problems and potential disasters in participatory media are the problems of having freedom.” Jay Rosen (PressThink) interviewed by Steve Rubel (blog)
CEO’S BLOG
“Scale your CEO.” Evelyn Rodriguez (Crossroads Dispatches) writing about corporate blogs
“Just be yourself. If that doesn't work, hire someone to do it for you.” Ross Mayfield (blog)
“This passion factor is one reason that I advocate that each author have their own blog.”Evelyn Rodriguez (Crossroads Dispatches)
“An exec just doesn't have the time to research and write the piece. The exec I am writing for has great ideas, but struggles to get them down on paper.” Sally Falkow (The Proactive Report)
“Many CEOs I have worked with do (…) "stretching the truth a little out of sheer enthusiasm." How will that play in blogland?” Elizabeth Albrycht (CorporatePR)
“In a sense, CEOs (…) If they were to blog, (…) they would need to consider whether they could accommodate comments or trackback.” Bernie Goldbach (Inside View)
“Blogs are NOT for everyone.” B.L. Ochman (blog)
“Who should blog for your company? Someone you would trust as a public spokesperson.”B.L. Ochman (blog)
Five factors for successful blogs: “1) Creative Passion, 2) Contextual Relevance, 3) Constructing Bridges, 4) Continuous Mindshare, 5) Iterative Engagement” Evelyn Rodriguez (Crossroads Dispatches)
CRISIS MANAGEMENT
“Silence isn’t Golden, It’s Guilty” Kevin Dugan (Strategic PR) writing on crisis management
“The problem in a crisis is not opinion but facts.” Jim Horton
“You need to state quickly and accurately what happened to whom, where, when and how. You need to state what the company is going to do about it, although you might not be able to give details.” Jim Horton speaking about corporate blogging in a crisis
RELATIONSHIP
“The Speed of Disruptive Messaging via RSS and Blog Pings are Changing the Rules of Engagement in the World of Micro Communications” Robb Hecht (Media 2.0)
“The A.D.D. nature of the blogosphere” Evelyn Rodriguez (Crossroads Dispatches) writing about the importance of replying quickly to comments.
“The total universe of Micro Media conversations that may be either building or bulldozing your brand at any point in time is gigantic and highly unpredictable. If, however, you can capture these conversations in real-time using quantifiable (volume) and qualitative (sentiment) methods, the insight and value your organization can glean from the findings is tremendously useful.” Mike Manuel (Media Guerrilla)
“There are two types of corporate blogs. Those blogs that link into a company's existing customer community and those blogs that seek to create one.” John Cass (PR Communications)
“The new role of the corporate communicator is to be actively engaged with those people who are blogging about your company. To comment on their blogs. To link to them from their own corporate blogs. To provide the correct information when mistakes happen and try to anticipate major blow ups before they hit critical mass. Once a problem starts to brew it is already too late. These things can explode in days, hours, minutes. (…) You might not always be successful in heading off a major crisis, but if you are already looped into the conversation in trustworthy way, then it will be more likely you will get a fair shake.” Elizabeth Albrycht (CorporatePR)
“a) PR like life is about relationships b) reputation is a summary of those relationships c) ethics is a social activity and not purely an individual making independent choices d) our stakeholders continue to demand that we behave ethically e) we and our clients ignore, or transgress, those standards at our peril.” Trevor Cook (blog)
“It’s going to be about going back to the basics of PR of being people who facilitate open, honest and meaningful communications in our societies rather than too much careful spinning. I also think we've ignored the feedback / conversation aspect of this for far too long.” Trevor Cook (blog)
“Most corporations view customer feedback as a cost and threat vs. an opportunity” Elizabeth Albrycht (CorporatePR)
“Quiet is the new Loud (…) Do what it takes to stand out from the crowd (…) If you are at a rock concert no one will hear you if you shout, but the next guy will hear you if you talk in his ear in a normal voice. Blogs won't replace all other communications, but sometimes it can be a more clever way to start a chain reaction.” Hans Kullin (blog)
PUBLIC RELATIONS
“PR is in a stronger position today than it ever has been” Tom Murphy (PR Opinion)
“The basics of PR remain the same, while the medium and presentation change. The internet is one more communications tool in the kitbag that every PR practitioner should use. It happens to be a powerful tool, but it is just a tool. It is not a lifestyle or mystical shift in human consciousness or any other folderol that the internet groupies were blathering not so long ago. Because it is a tool, PR practitioners must learn it and use it well.' Richard Bailey (PR Studies) quoting Jim Horton
“The biggest motivator for me is feedback. Whether a reader is angry or happy with a post, nothing beats an email from someone regarding something you've written. The only metric that matters to me is that readers find the content of PR Opinions useful or thought-provoking.” Richard Bailey (PR Studies) quoting Tom Murphy (PR Opinion)
“I fundamentally believe that this is all about evolution and not revolution. The age-old techniques of PR are still as relevant today as before. Good written and oral communication skills, great relationships with the media and an understanding of how PR can contribute to the bottom line are still essential. New technologies such as blogs and RSS are simply new tools to help PR people reach their audience more effectively.” Richard Bailey (PR Studies) quoting Tom Murphy (PR Opinion)
“Communication is one of the most important factors facing organizations today. I believe that PR practitioners are best qualified to manage that communication, but to do so we need to embrace these new channels of communication. We need to understand them, use them and manage them.” Richard Bailey (PR Studies) quoting Tom Murphy (PR Opinion)
“Where does this leave PR? Are we, like chartered surveyors, trusted professionals? Or are we like the unloved estate agents, running hard to succeed in business and resistant to external controls? One problem is that we want both, simultaneously.” Richard Bailey (PR Studies)
“It was encouraging to read about transparency, public relations ethics and the insidiousness of spin at various points of this PR Blog Week.” Montag (blog)
“Pitching to bloggers (or any journalist!) requires a short, smart, striking e-mail. Nobody wants to get a pitch that everyone and his dog has also received. And no journalist wants to be sold.” B.L. Ochman (blog)
“Keys to a great pitch include:
- Address the blogger by his/her name, or just say "hi." Never say "dear editor" or "dear sir/madam" (honest, I get pitches addressed that way.)
- Don't tell anyone they "must" or "should" write a story or book a guest. Instead, explain why the topic is of interest and why this person an expert worth knowing. Don't be cute.
- Reporters and bloggers all follow headlines. Explain how the idea or person you are pitching ties into a current news item or a trend.
- Let the blogger know you've at least looked at the publication and see if you can find something to praise. For God's sake though, don't say "Loved your great post the other day" unless you read it and you mean it. People who look at dozens of releases and pitches a day can pick up on baloney faster than a hungry hound.
- Don't whine if you don't get coverage by saying you "can't believe" the blogger didn't include, won't write about, haven't heard of XYZ company.
- Bloggers aim to provide a personal view of the news. They write in conversational style as an antidote to the canned news of traditional media. Why would you send a canned PR-speak pitch?
- Run your content through Bullfighter or similar software to be sure it is bullshit and jargon-free before you send it out.” B.L. Ochman (blog)
“Most bloggers have a fairly narrow niche, have to be sure you fit in it.” Steve Outing (blog) interviewed by B.L. Ochman (blog)
“Send some interesting stuff that turns out to be a good story.” Steve Outing (blog) interviewed by B.L. Ochman (blog)
MEASUREMENT
“Without measurement, we'll have to say goodbye to this exciting and effective communication vehicle” Matthew Podboy writing about “micro media community”
“The lack of formal measurement techniques continue to cause major problems” Tom Murphy (PR Opinion)
BASTIEN’S SPECIAL TREAT
“This is my first post to a blog. My apologies if I violate some blogetiquette if such guidelines have been developed.” This was so cute Rick Barry :)
Sometimes I wonder why people comment when they bring nothing new to the conversation: “Don brings up some great points and tips here. I am with the web relations group at Weber Shandwick and can not stress enough how important those online relationships are...Just like traditional PR, you really have to get their attention and keep the relationship going with relevant targeted pitches and ideas. As Don says, of course this takes time but it is necessary. Especially for pitching Bloggers. Posted by: Tara Hall - Weber Shandwick - Web Relations at July 16, 2004 07:16 PM” Did you get it? Weber Shandwick. Please, let’s read it again: Weber Shandwick. And a third time so it gets an imprint in our mind: Weber Shandwick. Aaahh the third time is the best!
“We three editors, working nearly full time over 24 hours yesterday, simply could not keep up. (…) Learning on the fly. That is what this week has been about for me. I have never edited anything on the scale of this tremendous gathering of knowledge and personalities. Not to mention doing it in real time! I have a vast new respect for online editors everywhere (…) I started writing (…) at the encouragement of my other two partners in crime, Anthony and Constantin, with whom I have been triangulating all week via IM as we tried to keep up with the flow of information and deal with all of the little things that came up that we didn't anticipate.” Elizabeth Albrycht (CorporatePR) commenting at the end of the event. I just can’t believe that none of the following comments thanked her or gave her encouragements.
Elizabeth, Anthony, Constantin, I would like to sincerely thank you for all the work that you have done five years ago. It was impressive to read and far from a lost of time!
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