Edelman PR and Technorati have teamed up to publish Public RelationSHIPS:Communications in the Age of Personal Media, a 24-page study of bloggers. In their introductions, Edelman CEO Richard Edelman provides a lot of PRese and corporate speak about blogging on one side of the page, and Technorati Exec VP Peter Hirshberg talks about blogosphere growth and trends on the other.
Dear Edelman: show me the clients. As far as I can tell, the only blog project the company has ever done was to add something called Stories of Hope to an incredibly commercial, unbloggy Wal-mart website that happens to use Moveable Type as its database.
Says Edelman: “We see a very different future – one in which PR becomes the essential aspect of communications creating a runway of trust before other marketing disciplines are deployed.” Sure sounds like dealing with consumers is a war.
And: “Public relations practitioners must become informed advocates, dedicated to speaking the truth and listening.” Umm, isn’t that what they should have been doing all along?
The survey itself covers how often bloggers post, whether we trust corporate blogs (somewhat), etc. It concludes, unsurprisingly, that companies and PR firms “have a long way to go to achieve better-than-average levels of trust.”
And, it says, unsurprisingly, PR people should pitch bloggers. However, it points out, “the “pitch” approach must now change to participation: a mutual communication exchange in near real-time.”
Pitches of news that has not already been transmitted to everyone and her dog are always welcome here. Just please don’t do them like this.
Edelman/Technorati Blogger Survey: Same Old, Same Old About New Media
BL Ochman | January 12, 2006 | Permanent Link | Comments (3) | TrackBack (
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Categories: Alternative Marketing, Blogging and Moblogging, Business Communications, Commentary, Corporate_Blogging, Internet strategy, Marketing Strategy, Media Relations, Public Relations, Surveys
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Richard seemed pained when I suggested his post with the title something like: ‘…His Master’s Voice’ had a degree of irony. He even replied in email, which I understand is relatively rare.
Don’t care what the man says, he’s running a huge empire in an industry that is under threat. When you really, really dig down, what does PR want to do? Control the message. So nothing’s changed there then. ‘They’ just think it has – in their favour.
But to be fair about the current status quo, enough of what’s out there in that most vomit worthy of expressions ‘blogosophere’ is little more than sycophancy by another name. So maybe PR does win, in some places.
Truth is not PR
Many of us have come shambling out of the twentieth century into a curious new light that makes us a little uncomfortable. However much we are shielded from this light by willful interests bent on keeping things as they were,…
Richard seemed pained when I suggested his post with the title something like: ‘…His Master’s Voice’ had a degree of irony. He even replied in email, which I understand is relatively rare.