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In a PR Week article reprinted on his blog, my colleague Steve Rubel has issued a cry to “midsize or large PR firm (e.g. 15 or more employees)” to learn about blogging. What a bunch of erudite BS!
“For all of the hype about blogs and citizens’ media,” he writes, “the PR community still has a long way to go before we can say that we’ve learned the bare minimum to stay afloat in these new waters.” I’d say that’s generous Steve.
Small Agencies and Solo Practitioners Need Not Apply
“Once our group has reached a set of best practices and/or recommendations, we will definitely open our ideas up for broader input by the PR community. We are interested, for example, in hearing what ideas boutiques and solo practitioners may have. If you blog, however, I am sure you won’t wait for that moment – which I personally welcome.” No thanks, Steve, I’m too busy doing blog campaigns for corporate clients to sit around and talk about blogging theory.
What the world needs now is not a bunch of medium-to-large-size PR firms to engage in a circle jerk about blogging practices. It needs the rogue creative types who lead every new development to show corporations how to effectively use blogs as part of the marketing mix.
Rogue Creative Types Lead
You’ll find them among the solo practitioners and small creative shops you’ve excluded from your discussion. And you’ll find some of them, like my client Sher Taton at IBM, Robert Scoble at Microsoft, and a very few others, gamely championing the cause of blogging within huge companies and making headway. They’re doing Steve, not talking.
You want to see blogs used in corporate marketing, look at Hugh Macleod’s work for English Cut and Stormhoek; look at mine for Cendant; look at Brian Clark’s work for Audi and other clients, and then you can get beyond talk and policy making. And, Steve, you’ve done good work for Vespa.
PR Agencies Have Had 10 Years to “Get it”
PR agencies have had 10 years to “get” the Internet and they still haven’t seized company web sites from corporate sales. The PR industry is not exactly rife with creative types. That’s why they don’t lead new media Steve.
I speak at many conferences about blogging and I constantly meet agency and corporate PR people rather sheepishly asking “what’s a blog?” And “omigawd, how can I possibly keep up with all of it?” Frankly, most of them should be ashamed to call themsleves communicators and the biggest firms are the biggest offenders.