What? PR and Blogs Don't Mix?

The RedHerring ran an article today titled, "How to build buzz on the blogs." One of the warnings is don't build a blog for pure publicity. The author quotes Mike Spataro who runs Weber Shandwick's Interactive Division. I came up in hi-tech PR through Shandwick and although I never worked with Mike directly, I knew of him and am a fan of his work. He makes a good point that bloggers will smell a rat and that you shouldn't start a blog for the sole purpose of seeking publicity. There has been a lot of chatter on this topic recently. I still maintain, and hope that someone like Mike would agree, that while blog should not be started as a PR vehicle, PR should be involved to a certain degree. A blog is still a form of outbound communication to peers, partners, customers and competitors, and PR should be aware of the blog's content.

Comments

[Octavio Rojas]

Blogs will change PR in the next few years. Credibility will be the most important asset of Corporate Blogs, but they can be fun too. Just think in how media are using it right now (Democrat Convention, The Guardian http://blogs.guardian.co.uk/games/) and you will see that is not a "yes or no" situation, it is become a "yes, of course" one.

[Matthew Podboy]

I think you're absolutely right, David. The PR community that is currently using blogs is - for the most part - thoghtful about how to use them and eager to learn and establish "best practices." As this continues to catch on as a viable communications vehicle, I just hope the other PR folks do the same.

[david parmet]

Blogging is certainly part of the PR tool kit. I think to Spataro's point though, there's a culture of blogging and to come in like a bull in a china shop would raise some hackles. Just like we have to be careful and thoughtful in how we approach media, we have to think out our blogging strategies before jumping in.