The proliferation of consumer-generated media, specifically blogs, appears to be at the forefront of every conversation about public relations and the dialogue continues to rage about the challenges and opportunities it holds for the PR industry. Who should or shouldn't blog and why? What will the popularity of Web sites like Second Life and YouTube mean for the industry and for companies? Will podcasts truly gain traction? There are so many questions, and it seems, an endless list of individuals willing to dispense with conflicting answers. The PR industry was built on its unique and uncompromising ability to ignite and continue conversation among consumer audiences and it is being pushed now more than ever to not only become better at leading this conversation within the emerging media landscape, but to also become a driving force behind the content that sparks that conversation.
To shed light on these issues, Nicholas Scibetta, Director of Ketchum’s Global Media Network, had a conversation with Daniel Greenfield, Vice President, Corporate Communications, for EarthLink. Greenfield has the unique dual perspective of an executive looking from the inside out by managing the communications of a large corporation and an avid blogger (http://bernaisesource.blog.com/) from the outside looking in at the intersection of new media, public relations and journalism. Scibetta spoke with Greenfield about the ramifications of these new-media tools, how he views the changing media environment, and what awaits the industry as consumer-generated media becomes more entrenched in the media landscape and in the lives of companies’ various stakeholders.
NS: When should companies know it is right to go to the blogosphere?
DG: I am not sure there is a tipping point to start blogging. Clearly more and more companies have started to blog – but recent estimates suggest that only 4% of America's largest companies have outward facing blogs and only 10% of small businesses.
In some cases, companies don't have a choice. Blogs are proliferating – as many as one blog per second – and bloggers are not shy in sharing their feelings about companies. Ignore bloggers, and risk the consequences. In a well known case, Kryptonite locks ignored the blogosphere when it was widely circulated that a simple plastic ball pen could open what was thought to be a pick-proof lock. Failure to take bloggers seriously harmed the company as much from a customer relations perspective as the estimated $10 million it took Kryptonite to deal with the crisis.
Fundamentally, I believe a company's decision to blog should depend on two important considerations: corporate culture and customers.
Understanding social media does not mean that a company should immediately start blogging. Social media can be a serious mistake if there is a low tolerance for experimentation, transparency and decentralization. Regardless of a company's DNA, social media must be accepted and embraced internally; both employees and management must be educated on how best to implement a social media strategy.
One size does not fit all. Companies are looking to find new ways to reach media-saturated consumers who are tuning out more traditional forms of communication. But not everyone is embracing social media at the same rate or even at all. While my parents use the phone, and my peers use e-mail, my friends' nieces and nephews swear by IM, Facebook and MySpace. A successful social media strategy requires an understanding of one's customers and carefully balancing the use of new and traditional information channels.
Understand these considerations, and you are ready to consider blogging as a communications channel.
NS: You've just landed the job of running a traditional PR agency. What would you implement in response to social media?
DG: There are actually two parts to this question:
One, how do I deploy social media internally to market my firm's thought leadership to recruit employees and attract clients? Two, how do I sell blogging to my clients as a service they need?
Regardless, before I did anything, I would assess the basics – why, who, how, and how much? Why are we engaging in social media, who should do it, how should we do it and how much we should spend?
The barrier to entry is incredibly low, but the cost in time is incredibly high. Are you going to hire full-time bloggers, tap employees when they have time, use ghost bloggers for clients? Given the level of commitment, full-time bloggers are an added expense, but are more reliable. Encouraging employees to blog on the side yields inconsistent results and ghost writing for clients will prove disappointing at best.
Internally, I would make certain that a blogging policy is in place to make sure employees understand the rules of engagement. Externally, I would review the communications needs of each of my clients to determine if their industry is well suited for blogging and whether they have the internal resources and corporate culture that would permit effective blogging.
Remember not every employee or client is suited for blogging. Good judgment and strong communication skills are critical. Passion is essential.
NS: What are your top five pearls of wisdom about social media you'd leave with someone before getting off an elevator?
DG: Blogging is a conversation, so don't shout.
Be passionate and write on issues you know and care about.
Be confident in your mission, but be open to positive and negative feedback.
Post consistently and keep your reader in mind.
In the business world, blogging is the freedom to express yourself in a personal way; it is not the freedom to say anything you want.
NS: What should PR professionals know about working with and reaching out to bloggers?
DG: Remember everything is on the record, so pause and think before submitting a posting. It is OK to disagree, but avoid being incendiary unless your goal is to create controversy and notoriety. Keep to the focus of the blog. Just like you shouldn't indiscriminately blast-fax a press release to a media list, respect the time of the blogger. A reporter will ignore an inappropriate or irrelevant press release; a blogger may very well call you out in a posting causing you to really regret sending a release in the first place.
Be respectful, be candid; don't be afraid to e-mail the blogger in lieu of a comment if you feel uncertain about a posting. It may get posted, but you may minimize a negative response.
Be transparent; don't mislead or deceive and avoid anonymous postings. Understand who the readership is and determine if the blog is open to an alternative point of view.
As with reporters, it is critical to build relationships. Bloggers want a conversation, and giving a scoop to a blogger can go a long way.
NS: What impact do you think social networking sites have on the media and what does it mean for PR professionals?
DG: Social networking sites are causing boundaries to blur. The distinction between news and advocacy, and opinions and facts is less important. Reporting is getting more personal.
Social networking sites have made the 24-hour news cycle irrelevant. Postings live forever, and discussions can last for days and weeks and cause stories to resurface.
Social networking sites are shifting the balance of power as user-generated content from fans and customers is sought after – often at the expense of slickly produced, professional content. You don't need expensive equipment or a costly distribution mechanism to post videos or audio.
News and entertainment are what the reader, listener or viewer values. With infinite real estate in cyberspace, the so-called ‘long tail’ is more relevant as the obscure is as searchable and profitable as the most popular.
Newspaper and traditional media will have to find new ways to engage readers who have multiple sources for news, expect regular updates and demand opportunities to participate.
In short, what you gain in exposure and access, you lose in control and authority. Titles like CEO and VP are less important when any person with an Internet connection and a free blog account can become an expert, famous or infamous.
NS: How are social networking sites changing the marketing landscape for companies?
DG: Social networking sites are changing the relationship between producer and consumer, company and customer. Social networking sites are allowing individuals to engage in two-way conversations and share their content (writing, videos, music) and personal information with thousands, even millions, of people at one time for pennies on the dollar.
Consequently, consumers are expecting companies to communicate with them candidly and directly. Corporate speak is out, and personal communication is in. There is a real shift in power and audience dynamics.
As Christopher Barger, who heads up IBM's blogging efforts recently told me: ‘The audience now controls your brand and how you're perceived – not the messenger. Every single person can respond. Perception is controlled by how the audience is receiving, not how we are telling.’
With greater audience participation, we are also seeing a dramatic increase in user-generated content. Companies are soliciting videos from customers to be used in marketing campaigns. Fans are courted and encouraged to talk about their favorite movie, television or product online.
Customer engagement is the new buzz word. Where the number of impressions was your indication of success, companies through social network site are measuring expressions – or the depth of the relationship between customer and company, fan and media property.
NS: What new-media platform do you believe is having a big impact and becoming much more utilized by marketers?
DG: Blogging comes most immediately to mind. Clearly sites like MySpace, YouTube and Second Life are gaining traction, but the adoption rate for blogging is profound. Now I don't want to oversell blogging. It is not for everyone. Companies in the health, security and financial industries need to think long and hard about whether blogging is right for them. And as I said before, the adoption rate for America's largest companies remains in the single digits. But for those with the right corporate culture and right audience, blogging adds a whole new dynamic to corporate communications. It also allows for deeper engagements with customers and gives companies an inexpensive platform to extend their message.
NS: What is your opinion on the current talk of companies – ranging from advertising to promotions, guerrilla marketing to word-of-mouth – looking to provide offerings around new media that are more typically associated with the PR industry? What must PR agencies do in response?
DG: We are living in one of the most exciting times to be a PR professional. The rules of corporate communications are being rewritten each day. Changes in technology and shifts in public expectations are mixing together to form a splendid communications cocktail with a kick – that is shaken, not stirred. The challenges to keep up are immense; the risks are enormous, but the opportunities are limitless.
What is the key to success? Be real, respect your audience, and remember a good story told well will trump any new-fangled technology any day.
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