Just a thought: Is the problem that PR faces that it is taking a (much abused) model from the channel world: media relations, and trying to graft it on to the world of open networks?
It seems to me that “blogger relations” is going to do a lot more damage than it does good for the reputation of PR. Why not ditch it as an approach altogether?
Here’s a golden rule for comms in the age of networks: if in doubt: pull don’t push…
Make your content better, more attractive, findable and shareable.
You need to be saying this kind of thing to delegates at PR Week conference, or something. (seriously).
I’m not sure that “blogger relations” (a term I have a problem with anyway) is doing the damage to the industry’s reputation (do we really have one worth mentioning anyway?).
If anything, I think the link you posted to is generating a healthy and much-needed debate about our industry amongst people who do not work in it and therefore don’t see what we actually do day to day. It’s also not a new debate – I recall something a year or two ago in the US when a prolific blogger there was similarly outraged.
In my experience, PR people only learn by making mistakes. You can tell them something until you’re blue in the face, but it won’t mean anything until they get their asses raked over the coals by their client or boss for doing something dumb.
So actually, let’s get them doing *more* “blogger relations”, let’s have more exposes like this one, and let’s have more naming and shaming. Only then we will weed out the people (including clients trying to force their agencies to include bloggers on a media list) who see online networks as just another channel down which they can shove their messages.
It’s difficult approach to take. It’s a subtle less-is-more technique needed a lot of the time.
They’ll be a few mis-steps on the way but eventually it will fall into place.
The Problem with “Blogger Relations”
I just left the following comment on a post Antony Mayfield made calling for the end of the practice
I fundamentally agree Antony with what you’re saying – the traditional PR model has been flawed for many years, and in the social media age the industry needs to re-invent itself rather than adapt.
But, I think it is worth pointing out that a number of PRs (like myself!) leapt to their defence in the Tom Coates debacle for a wider issue than blogger relations. Some of us PRs (I realise not all) want to be a part of the social media revolution, and not be excluded from it. Just because we carry the label ‘PR’, it doesn’t mean that we can’t add something intelligent to a movement that should inherently be open source.
Blogger relations is a very small part of the bigger picture, and just one thing that we’re being criticised for. It’s a shame that so much attention has focused on this recently.
Kevin – funny you should say that – I booked in to give a speech at the PR Week Forum and will in November and will be discussing these points no doubt.
Niall – what reputation? I see your point. Is PR a word worth keeping, eveN.I also know what you mean about learning from the pain: more will be needed before people learn their lesson.
Wendy – It’s uncomfortable that so much attention is focused on it, but I don’t think a shame necessarily. In some ways it is useful to be forced to look some of the more awkward issues in the face. You’re spot on that a lot of intelligent PR people have a lot to add to thinking and debate around social media.
At the end of the day, PR is (and sometimes sets itself up to be) a lightning rod for anger about sharp practices in marketing. Of equal concern is some of the dangerous nonsense that is spam masquerading as “word of mouth” marketing, or just plain lying and tricking people.
If in doubt: pull, don’t push. If your content and your products and your brand are good enough you should be able to attract attention in networks. If you’re having to push A LOT, then maybe your house needs to be put in order a little more, as it were…
You are right Anthony about the content and linking. It’s new to a lot of people and it will take time, but I think we are hard on the industry and our ourselves sometimes. PR is doing better in this new world than just about every other marketing/corporate discipline because somewhere at the heart of what we always did was the primacy of relationship and the a belief in the power of third party endorsement. That’s why we are growing fast as an industry but the dangers are, as you say, in that we sometimes still try and push too hard.
Antony, I think the problem is in part due to a lack of traditional media relations practice.
It used to be the case that relationships were build with journalists. Today, too many practitioners think they work in part of the direct marketing business. Write a dodgy release, email it to thousands and hope for the odd hit.
I’d argue for quality over quantity here. The same rules apply with online bloggers as offline journalists – no-one likes being treated like a free sales outlet or being send meaningless junk.
And relationships are still hugely important, the PR person sending hundreds of untargeted press releases is going to quickly end up on the spam list of a hobby-ist blogger.
Real journalists have a responsibility to find the signal in the noise and often have a patience that bloggers don’t have.
That’s not to say bloggers don’t have time for pitches it’s just (from my experience) they are a lot less worried about stepping on peoples toes.
Which usually makes for more compelling content.
If it’s done well and bloggers appreciate it, there’s nothing wrong with it. If it’s done poorly by lazy practitioners who don’t understand the environment, then it’s awful. Who cares what it’s called?
David: Thanks for that comment.
Heather: You’re spot on. It’s poor practice. It’s not news that PR is synonymous with that approach for a lot of people (especially journalists).
Kelvin: And they’d deserve to be on that spam-list too…
Shel: Who indeed? It’s the pushing with out forethought or integrity that causes the trouble.
I agree with most of those comments, especially Heather.
The way that PR will adapt to the social media age in a much better way than other comms disciplines is by remembering the old maxim ‘content is king’.
A good PR takes time to understand the variety of media, who their audience is and what they/their client can do to make themselves useful to that media and audience.
This is true of the Sunday Telegraph comment section as it is of the Today programme business slot as it is in new media. The problem is that this is forgotten or never learnt in a lot of the PR industry due to bad management, poor recruitment, unrealistic client expectations …..oh don’t get me started:)
Continuing this theme, my client received this today
Dear xxxx
The best way for brands to succeed is to harness the power of word of mouth and transform consumers into fans.
This is why we created xxxx™.
With xxxx™ we identify and recruit a small group of ‘advocates’ on Social Networks such as MySpace or Facebook. We then mobilise these advocates with hot content so they work with us to spread ideas and create and nurture a much bigger fan base of millions.
xxxx™ is accountable: it measures the size and behaviour of this fan base and ensures you know how they think and feel about the brand.
If you’d like to find out more simply call or email me. Alternatively, if I may, I’ll call you next week.
Leave a Reply
You must be logged in to post a comment.