I found this article Micro Persuasion: PR Industry Still Slow to adapt to the blog world online when I was doing research for another class but found it interesting nonetheless. I think it's relevant to our profession and the future of PR. In our technologically advanced world PR professionals and just about everybody else needs to stay abreast of technological advances and changes that can positively or negatively affect the way we deliver a message and the way we live in the larger picture.

With that in mind do you agree with this article? Find it relevant?
Let's start this WIKI off right and get a discussion going.

TJm

>>>MossyRoc here:
Great article TJ. Mr Rubel made a name for himself by starting a PR blog several years ago. More recently his employer made a name for themselves in this space - and it is directly related to this topic. Edelman was recently outed for created enthusiast blogs about....WalMart?! Yes, employees of Edelman posed as WalMart lovers to help spread the gospel and I guess improve perceptions of WalMart around the world around treatment of employees, impacts on local communities and businesses and such.

From Rubel
canukflaks take
Marketing Gurus

Is this cool? Is this the way PR people should use this tool?

In my opinion, no. Blogs were born of enthusiasts with the goal of ultimate transparency. Since the start there have been good and bad examples of this. It has always been my view that blogs are a tool, not a solution. I think many professionals overlook this critical point.

How did I start using my first blog?

• I used it as a tool to help keep the Arizona contingent of my family in the loop of what was happening in our lives up north. The benefits? Free. Easy and efficient ways to update and publish information to the Web. No need for a computer science degree. No need to pay for server space.

How does this translate for PR professionals?

• With the creation of Web tools like blogs, podcasting and such, intelligent personalities with good ideas and a high potential for influence gained a voice. Again, the ability to publish ideas, information and data, instantly - for anyone to consume! Listservs and online forums were doing this way before blogs but the interface was still a little too cludegy for many computer users. Blogs are easy! Bookmark the URL, or better yet subscribe to the RSS feed - instant information, and this is important, that you want. If folks are like me, please don't give me information I don't want.

So how can PR people use blogs?

• First and formost use them to listen to your customers. Now that your customers have the ability to make their voice heard, listen to what they have to say and tailor your communication strategy to how they want information presented to them.
• Use blogs to respond quickly to issues. This could be a executive blog. Employee blogs. Recruiting blogs. Take advantage of this medium to share information instantly. Most often this would not be the only way you would communicate with customers but rather just another medium with a unique voice.
• Use blogs to create personality and emotional connections. If you have really smart people in your company - share them! If you have people in your organization that are really active in the community - let people know that. Give your company a face and a heart.

There are many more reasons to use blogging and sometimes just as many reasons not to! But that is a conversation for another time. What ever your communication vehicle, make the force behind it genuine. If you can't find real people that blog on the benefits of your company so you have to manufacture it - that speaks loudly for change - so listen! Who's next? What other ways do PR and blogging intersect? Will it continue? Do you think people talked like this with the invention of the radio? TV? Telephone? -MossyRoc