One of the topics that will undoubtedly be part of the panel discussion at EuroComm is that of the influence and role of bloggers in the overall public relations mix. It's a good topic as many in the PR business do ask: How do you engage with bloggers? Are they like journalists? What about monitoring what blogs say?
In a timely article published online yesterday, PR Week gives some good advice to PR professionals on how to engage and work with bloggers. The article includes some excellent quotes from some in the PR profession.
Two examples:
- Sarah Bresee, account executive, OutCast Communications: "I think that a lot of people are afraid of blogs in probably the same way that they were afraid of the internet. You can't ignore it and hope that they're going away. You have to interact with them. You have to work with them. That transparency can be scary, but it can really work out well for your clients."
- Lynann Bradbury, SVP, Waggener Edstrom: "It's critical to read relevant blogs daily - and, whenever possible, on an hourly basis - to understand their slant, tone, and point of view and learn whether there's anything unique that you might be able to add to the discussion. It's not that much different than how you would engage the mainstream media in terms of the homework that you need to do up-front. Being well educated about that blog and what that blogger cares about is critical and is a necessary foundation to lay down before you have a conversation with them."
The only criticism I have of the PR Week article is its headline: "Working with the top echelon of bloggers." This is not about an 'echelon' or an elite grouping, it's about working with an effective channel. It's about influence (read the Technorati/Edelman "Trust MEdia" report for more on that - PDF, free download).
In any event, if you're in the PR profession and want to gain some insight into what some of your peers believe about blogs and PR, you should read this article. It concludes with some smart advice:
- Do include bloggers in your media strategy
- Do remember that blogs are open forums
- Do treat bloggers with the same respect as journalists
- Don't try to mislead or manipulate with a posting
- Don't pitch or send press releases
- Don't forget to explain the terms of an embargo
Grab this article while you can, though - if you're not a PR Week subscriber, free access to their websites was due to expire at midnight yesterday. The article was still openly accessible this morning.
(Adapted from a post on my blog, heard about via Media Guerrilla.)
Lynann Bradbury's comments are very intimidating! I don't even have time to read all of the e-mail I receive. Where am I supposed to find time to go looking for more stuff to read?
As the Head of Information and Communications for the International Fertilizer Industry Association (IFA), these are just some of the roles I have:
* Supervising all of our communications infrastructure
* Being the official language authority (I am the only native English speaker on staff)
* Drafting the majority of articles and reports published under the Director General's name
* Membber communications
* Monitoring relevant international policy developments and making sure the right policy expert is in the loop
* Managing relations with relevant policy fora and intervening on policy discussions as relevant
* Internal consultancy regarding the communications carried out by my colleagues
* Fostering coordination and exchange among the other associations and research institutes in our membership
ETC.
Maybe big organizations can afford to have someone check blogs daily or even hourly, but that's just not an option for us.
Posted by: Kristen E. Sukalac | 10 November 2005 at 05:46