Every report that comes to my inbox each day continues to debate over the value of social media and Blogging and its effects on a brand’s value and reputation. Many question if big media, brands and PR firms yet understand the value and impact blogging has as an overall tool to facilitate communication with their target market (obviously we do). I have to wonder why it is taking so long for others to recognize this form of citizen journalism and taking advantage of its positive aspects to enhance a brand’s image.
There is no doubt that entering into the blogosphere is tricky from a PR and brand perspective and should be done with thought and caution, but nonetheless should be done. As we all know, many times we are met with skepticism and many times we approach blogging in the wrong way. There is one thing that links us with a common bond; respect. The Blogger wants respect, the PR firm expects respect and big media and brands demand respect.
Ben Silverman from Indie Research wrote a great article in regards to how his PR Blogging friend was met with ignorance and disrespect by a PR person from a Fortune 500 company when he wanted to ask him some questions in regards to a post he was composing about the company. That PR person behaved the way many have in the past, ignoring emails, ignoring phone calls and then being outraged when the piece ran and the reaction by readers was not positive. While the Fortune 500 PR person would have no control over what the Blogger and his readers said, he missed a key opportunity to be involved in the blogging process, where the outcome may have been different if he had just contributed to the piece the Blogger was writing. As Silverman points out, “If that's how you're treating blogs, you're going to create trouble for yourself.”
Today The Bull Dog Reporter has a poll up regarding the influence of blogs over a company’s reputation. They ask their readers, most of whom are PR professionals, if they consider blogs:
* Incalculable--Reputations are both built and destroyed in the blogosphere.
* Very influential--A respected Blogger’s posts can impact millions of consumers and investors.
* It depends--Most blogs are taken at face value, so credibility is a big criterion.
* Not all that influential--Blogs are still too new to make much of a difference.
While the poll doesn’t say how many cast their vote, I was impressed that 44% felt that blogs are very influential when it comes to the impact on consumers and investors. “Incalculable” and “It depends” were both tied with an equal amount of respondents (22%) showing the ambiguity that many PR professionals feel about blogs.
In this consumer generated generation, why aren’t more brands and PR firms educating themselves on how a relationship with Bloggers can be an asset to their company goals? Are we still fearful with the lack of control over a Blogger’s words versus a commercial or print advertisement that is more likely not to bring us negative feedback? Word of mouth always spreads faster than any print or commercial advertisement ever can, and damage control may be the thing we fear most. The difference is, ignoring it won’t make it go away, but establishing a relationship and opening communication with those who blog can make all the difference in the world and create a better outcome for your brand in the end.
What are you doing to establish rapport with those in Blogging PR?
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