When Will the PR Industry Put Their Blogs Where Their Mouths Are?
By Tom Chandler on Jan 23, 2007 in Business Blogging, Engagement Marketing
The Deep Jive Interests blog references an interesting study which exposes a certain amount of hypocrisy in the Public Relations industry (yes, we’re shocked too). According to Deep Jive:
Yes, you can file this under “talking a good gameâ€, because the results show that while most PR executives believe in the blogging as an effective tool to share information quickly and broadly (UK 70%, US 80%), and have a role in influencing public opinion and decision making (UK 60, US 70%), the majority do not have a blogging policy (UK 82%, US 88%), and only around a third blog for their own company or clients (UK36%, US 37%).
What’s the problem? I suspect there are several. First, blogging is a measurable activity, so failure would be apparent. And we all know how marketing/ad/PR agencies love to avoid risk.
The original “Bulldog Reporter” article cites “fear” as the #1 reason why the PR industry is lagging in digital marketing, and there’s a ring of truth to that too.
Engagement marketing puts the customer in charge of the experience, and that’s one thought that causes your average PR executive to break out in a rash.
Content Costs
From a business standpoint, blogs require content, and I’m not sure how blog content fits into your average PR agency’s pricing structure.
Agencies tend to charge dearly for even simple projects like press releases. If the client can’t commit to content creation - or simply lacks the writing skills - how do four posts a week fit into that pricing structure?
Pushing that scenario a little further, how does a PR agency find and hire writers capable of ghostwriting a blog into a “thought leadership” position?
It requires knowledge of an industry (and a passion for it) that simply isn’t easy to find. Nor does it typically come cheap.
Will PR agencies find a way through the thicket?
They haven’t yet, but as blogging grows into a critical media channel, they will.
Technorati Tags: blog, blogging, pr, public relations, engagement
I’m not waiting around for them to adopt a plan.
Jim Turner | Jan 23, 2007 | Reply
These PR agencies need to understand that burying their heads in the sand is not going to work. They should treat blogging as an opportunity to be able to respond to criticism, rather than allow it to flow unchallenged throughout the web.
Matt Ambrose | Jan 24, 2007 | Reply
I’d agree, and got a little further. Companies without some kind active online presence (blogs are simply one example) have lost control of their brand in the online world.
That can’t be good from a purely damage control front.
But the non-players are also missing the opportunity to engage with customers and prospects, which will affect future profitability.
I still harbor a suspicion that difficulties generating worthwhile content (or at least the fear of that) is hamstringing many PR firms. Typically, they aren’t happy about handing clients over to any outside vendor (e.g. a ghostwriter).
This should prove interesting. Nature hates a vacuum, so if the PR agencies dither long enough, someone else will swoop in…
Tom Chandler | Jan 24, 2007 | Reply
We (Pierce Mattie Public Relations) have been blogging since 2002- it’s definitely been “uncharted territory” but we’re comfortable with calculated risk and have seen the payoff for ourselves and our clients. We take blogging quite seriously, participate in the blogging community and it’s members. In 2006 we started to treat every blogger like a producer, editor or reporter.
Not all flacks are full of hot air. Thanks for the post, I wish our competition would read it and start blogging programs for themselves. Competition always breeds innovation, excellence and higher standards.
Steve Hultgren | Jan 24, 2007 | Reply
Steve;
Thanks for commenting. I appreciate the glimpse into your policies.
It’s interesting that you now treat bloggers like traditional media. I’d suggest that places your firm in the 98th percentile.
One question: who’s generating content for your client blogs? In-house? Client generated? Or freelance talent?
Tom Chandler | Jan 24, 2007 | Reply