Post on 19-Dec-2015
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Stuart Bruce
“The PR who ignores blogs is an even a
bigger fool than those who think that blogs change everything,’
said Stuart Bruce, the founder of UK PR company Bruce
Marshall Associates”The Guardian,
27 September 2005
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What is a blog?
Easy to publish new postsMost recent content is the most importantTwo-way conversation: readers can comment and discussLinks and trackbacks to other blogs and websitesUpdated frequently
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“Freedom of the press belongs to those who own one, and blogging means practically
anyone can own one. That is the number one reason why weblogs matter… a blog, you
see, is a little First Amendment machine.”
Jay Rosen, press critic
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“I do not underestimate the tests before us. We may never become true digital natives, but we can and must begin to assimilate to
[our audience’s] culture and way of thinking. It is a monumental, once-in-a-generation opportunity, but it is also an exciting one, because if we’re successful, our industry has the potential to reshape itself, and to be healthier than ever before.”
Rupert Murdoch
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The Old World
Investors
Customers
Prospects
Press/AnalystsPartners
Employees
Potential Employees
Influencers
MESSAGESMESSAGES
Competitors
© Bruce Marshall Associates LLP
The New World
Investors
Customers
Prospects
Press/AnalystsPartners
Employees
Potential Employees
Influencers
MESSAGESMESSAGES
Competitors
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Blogs have changed news
Fast turnaroundNews in 15 minutes to
one hourNeed immediate
reaction and commentNeed immediate feed
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Source: BBC internal training
Will check traditional news sources
Blogs for original storiesBlogs for opinion
Blogs for rumours Blogs for offbeat news
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Visibility
Time
TechnologyTrigger
Peak of Inflated
Expectations
Trough of Disillusionment
Slope ofEnlightenment
Plateau of Productivity
© Bruce Marshall Associates LLP
Visibility
Time
TechnologyTrigger
Peak of Inflated
Expectations
Trough of Disillusionment
Slope ofEnlightenment
Plateau of Productivity
Podcasts
Press Releases
Blogs
Control
Instant Messaging
Post
Conversation
RSS
CitizenJournalism
PressConferences
Webcasts
Telephone
Face-to-FaceMeetings
Exclusives
Databases
Newsletters
VNR
Newswires
PressToursWord of
Mouth
SEO
Online PressRoom
NewsgroupsSocial
Networking
Direct Mail
Media
AnalystsCustomers
Family & Friends
Wikis
Fax
Staff
© Tom Murphy, Head of PR and Public Affairs, Microsoft Ireland
© Bruce Marshall Associates LLP
Who’s taking part?
You?
Influencers
Citizens
SuppliersPartners
Journalists Analysts
Employees
InvestorsProspectsRecruits
Competitors Legislators Community
Whole Wide World
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blog
commentsfeeds
comment spam
tags
blogosphere
postaggregator
podcast
trackback
permalink
You need to learn a whole new vocabulary:
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A commercial blog
Got up in a hurry this morning. Obviously hadn’t recovered from my fun evening. Why is it so hard to bounce back from the smallest night out when you’re past “a certain age”? One break with the routine and you’re looking at a whole week in a fog… I’m beginning to understand why some holidays are officially imposed! I used to think New Year’s and July 14th were mind-numbingly boring! Today they’re the only parties I go to without worrying about getting enough sleep!
Daily Report: Take control of things….and apply them to my face, surely there’s a solution! I can’t let my mother meddle in my bathroom like this.
Till tomorrow,
Claire
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BIG BAD BLOGClaire is a fakeExposed by
bloggers within hours
Marketing style copy
Censored comments
No permanent links, trackbacks, RSS feed
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Real people, real conversations
ApologisedIntroduced
Vichy teamAsked
bloggers for advice
Re-launched with real customers
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Characteristics of good blogs
Updated frequentlySpecialist knowledge or links
Informal personal toneReporting debate and being a filter
InformativeOutward linking
AuthoritativeEncouraging conversation
Trustworthy
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Why bother with blogs?
Wrong question
The conversation is already taking place
…with or without you!
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Sorry it’s not for meI don’t have timeI’ve got nothing to sayNobody will read itWhat if the comments are
critical?I won’t update it enoughIsn’t it just for teenagers
and geeks?Can you be the only one
not to?
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The New Media EcosystemA giant focus groupA tool to engage withyour publicsA dynamic, complementary communication channelCreate connections, develop influenceEmpowerment for your employeesEmpowerment for all your publicsBuild genuine community
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And the future is?
"Eventually, most businesses will use blogs to communicate with customers, suppliers and
employees“Bill Gates, Microsoft