Jim Horton at Online Public Relations wrote an interesting post titled "Wrong" on guerrilla marketing. Jim makes a point that I agree with - PR consultants urging their clients to participate in digital influence programs like blogs, message boards, etc. should recommend that these discussions be held in the open, not under the cloak of a false identity. Credibility with the target audience will be achieved much sooner if the PR consultant or in-house executive is truthful about his/her role and intentions. Jim also discusses trolling - posting questions to solicit comments and listening to the feedback. In this case, Jim believes that it’s ok for the troller to not disclose his/her identity until they are asked by the trollee. Again, I agree with Jim and feel that trolling is the appropriate method to communicate with a new target audience and solicit feedback that serves a more developed program. We have been discussing these issues with our clients and it's nice to see a consensus develop that false identities threaten the value of communicating with certain audience groups and also threaten the value of our PR counsel.
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July 27, 2004
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