PR industry misses foot. Shoots itself in head?

Oh... my... god. Check out the Technorati & Edelman Blogger PR Survey.To me, this survey is hardwired with the assum...

September 24, 2005


Oh… my… god. Check out the Technorati & Edelman Blogger PR Survey.

To me, this survey is hardwired with the assumption that bloggers are just like journalists to be targeted and bombarded. Either that, or that blogging is a potential corporate promotional medium. 30 million journalists out there. Could be 50 million by year end. How on earth will the industry cope?

The survey asks:

Do I review products? What’s the best way for a company to target me – telephone or email? How can they persuade me to correct my blog entry?

Edelman, still the largest independent PR firm in the world, and damn smart at consumer and tech PR, is surveying the blogosphere to figure out how its clients should react to it. But there were so many smarter ways they could have gone about getting this knowledge. Perhaps they could have started here. But maybe that wasn’t the intent…

If the intent is to prove that traditional PR techniques (like surveys and ‘media’ audits) won’t work in the blogosphere, they’ve may have achieved it. It’ll be interesting to see how many questionnares are fully completed.

If they are trying to show how fast you can stir controversy online. They’ll definitely succeed.

Ot one point they ask: how would I like to be approached by companies trying to interact with my audience?

It’s much too glib to say not at all. But perhaps with a scintilla of intelligence. Just like any other conversation. Know what people care about, and start to care about it too…

But the two questions I love most:

If I receive a message from a PR company how much will I trust it? 3 out of 10, I reckon.
If I receive a message from a company how much will I trust it? 5 out of 10, I reckon.

This could be really, really embarrassing for the PR industry.

I hope they genuine learn from this, rather than just spin the findings.

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