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May 26, 2005
PR Finding a Niche in Blogs
PRWeek featured MS&L's 2005 Marketing Management Survey (PDF) in a recent issue.
Some nuggets:
- The report notes that PR has made enormous strides "in dealing with audience fragmentation using such tools as influencers, the web, and in particular, blogs."
- Marketers continue to look at alternatives to traditional advertising, and PR is taking a bigger role in helping companies find those alternatives -- quickly.
MS&L CEO Mark Hass says: "We've been better at seeing what's on the horizon and adapting that. You can be sensitive to changes – a blog is the ultimate expression of that. Day to day, you can measure where things are going."
Hass again: "It's a challenge for the marketing and PR industry to find out how to influence that discussion in a genuine way, as opposed to trying to get into that discussion by coming in with a beard on and hiding our real intention. Blogs can be a very authentic way for companies to get into that influencer discussion, if they do it the right way. If a company or product understands the rules, participates in the right way and opens itself up to feedback, it can have a positive impact."
Rollerblade is mentioned and quoted as a watcher/monitor of blogs, but the company or executives don't have their own blog. I hope they're considering one because they're missing out on a huge opportunity. If their fans are writing about them on blogs, wouldn't they love to hear directly from people at the company? Blogs are a two-way street – give your customers what they want!
Posted by at May 26, 2005 04:10 PM
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Tracked on May 30, 2005 07:21 AM
