Blogs and Public Relations Today
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Transcript of Blogs and Public Relations Today
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Blogs and Public Relations Today
Mindy McAdamsUniversity of Florida
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What is a blog?
“A personal Web site where somebody self-publishes an electronic journal, often linking to other things on the Web that strike the author’s fancy”—Steven Levy, Newsweek, Dec. 20, 2004
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What is a blog?
Blogs are all about:
• Spreading ideas
• Increasing your status (as a blogger and as an expert)
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The blogosphere
“… there’s a new force—spearheaded by people who work for no bosses and whose prose never sees an editor’s pencil—that provides the water-cooler fodder for the larger high-tech community. Its power extends not only to high-tech cool-hunting but also to what’s politically correct, geek style.”
—Steven Levy, Newsweek, Dec. 20, 2004
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The blogosphere
“The blogosphere is a tipping-point machine.”
—Doc Searls, blogger, quoted by Steven Levy, Newsweek, Dec. 20, 2004
Ideas are like viruses.One blogger catches the germ, and then … others come to his or her site and catch it too.
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Blogs about public relations
• Micro Persuasion
• CorporatePR
• POP! Public Relations
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Blogs from corporations
• Adobe
• Wal-Mart
• General Motors
• Chrysler
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Whose blog is this?
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PR firms that have blogs
• Edelman
• Hill & Knowlton
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Two recent cases
• Kryptonite bike locks
• Dell Computer
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Kryptonite locks
• Largest U.S. cycle lock manufacturer
• $30 million a year in bike lock sales
• Sunday, Sept. 12, 2004: Message about Bic pen and the lock posted on bikeforums.net
• By Thursday that week, 170,000 people had seen that message
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Kryptonite locks
“Incredibly, Kryptonite’s site … still has nothing about this issue, a week after the story broke, despite the homepage ironically proclaiming ‘This is the place to get the most information about our products …’ ”
—Rick E. Bruner, Business Blog Consulting, Sept. 17, 2004
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Kryptonite locks
“Had they responded earlier, they might have stopped the anger before it hit the papers and became widespread.”
—Andrew Bernstein, CEO of Cymfony, a data-analysis company
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Kryptonite locks
What we learned:
• Today’s corporations must keep a close eye on Web activity outside the major media channels
• Fast response to a crisis must include Web communication
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Dell Computer
• Jeff Jarvis: An “A-list blogger” who writes BuzzMachine
• June 21, 2005: Jarvis posts first complaint (in BuzzMachine) about his new Dell.
• Title: “Dell lies. Dell sucks.”
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Dell Computer
• June 24: Having sent the computer back, Jarvis receives a repaired computer. It also doesn’t work.
• Jarvis blogs his bitterness.• Many other people contribute
their own stories of poor customer service from Dell.
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Dell Computer
• Aug. 17: Jarvis’s “open letter” to Dell appears in Buzz Machine.
• Aug. 22: Jarvis gets a refund.
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Dell Computer
“Obviously, Mr. Jarvis’s experience could’ve been handled better.”
—Jennifer Davis, Dell spokeswoman, reported in Online Media Daily, Aug. 23
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Dell Computer
What we learned:
• The effect of the blogosphere can be like a disease epidemic.
• Once your clients or customers get the chance to testify in the public space of the Web, you will need to respond quickly and expertly.
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What you need to know
• Employers today expect young people to know a lot about theInternet.
• The most valuable knowledge about the Internet is how people communicate on it and through it.
• The “buzz” online eventually goes offline and affects non-Internet users too.
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Thank you!
Handout:
http://mindymcadams.com/guest/
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