| The internet has created a global marketplace, | | | | PR, like advertising, needs to learn how to listen |
| not only for goods and services but also for | | | | to what people are saying and to be able to have |
| thoughts and opinions. Businesses, both large and | | | | their client's voice. |
| small, are becoming increasingly concerned by the | | | | Hosting a blog on your client's website offers an |
| proliferation of comments which can influence | | | | excellent vehicle for being able to respond to |
| people's buying decisions. Recent research | | | | online comments and opinions. By having a |
| suggests that PR agencies are aware that they | | | | centralised location for criticism you can prevent it |
| need to engage this online chatter, but are unsure | | | | from going unchallenged in other blogs and forums |
| of how to go about it. | | | | strewn throughout the web. |
| Tom Chandler, in his Engagement Principles blog, | | | | Handling customer issues in a public format will |
| tackled the subject of the hesitancy of PR | | | | enhance your client's image by demonstrating |
| agencies to utilise blogging. He referenced | | | | their transparency, expertise and credibility. People |
| research, highlighted on the Deep Jive Interests | | | | are then more likely to trust you, which is a |
| blog, which showed that:while most PR executives | | | | requisite for an effective relationship with your |
| believe in blogging as an effective tool to share | | | | marketplace. |
| information quickly and broadly (UK 70%, US | | | | Forrestor research offered some insight on the |
| 80%), and have a role in influencing public opinion | | | | value of blogs in their recent report on blogging's |
| and decision making (UK 60, US 70%), the | | | | elusive ROI. Their findings were attained from |
| majority do not have a blogging policy (UK 82%, | | | | interviews with businesses with hands on |
| US 88%), and only around a third blog for their | | | | experience, such as Dell, Southwest Airlines and |
| own company or clients (UK36%, US 37%). | | | | Sun Microsystems. |
| It would appear that many PR firms are still | | | | Steve Rubel, both an experienced blogger and |
| nervous about jumping into blogging headfirst, | | | | vice president of PR firm Edelman, noted from |
| preferring to wait for others to test the water | | | | the study that the frequently mentioned benefits |
| and then watch to see if they sink or swim. | | | | were:o Greater brand visibility in mainstream |
| PR's methodology shares some characteristics | | | | media and on the web.o Word of mouth |
| with that of the advertising world. Their tactics | | | | marketing.o Improved brand perception.o |
| for influencing mindsets have generally been a one | | | | Instantaneous customer feedback.o Increased |
| way, top down approach. In a world where | | | | sales efficiency.o Fewer customer service PR |
| everybody now has the means to share their | | | | blowups. |
| opinions and experiences with millions of online | | | | All benefits you would hope to gain from a well |
| consumers this approach now seems antiquated. | | | | orchestrated PR campaign. |