Comments on: Blogger Relations vs Social Media News Release (SMNR)

By: Conversations with Dina » "Social technologies must be lived in to be understood”

Wed, 24 Oct 2007 07:38:15 +0000

[...] went on to chatting about all the ‘buzz’ in the PR world around his recent posts (see the comments too), and how quickly they are listening, and responding. We realized then [...]

By: dina

dina — Mon, 22 Oct 2007 18:51:17 +0000

Wow. The comments here really add value to a great post Stuart. It’s heartening to know so many PR persons are really listening to blog conversations, and having these conversations - it reflects that they are hungry to learn more about how they can use Social Media more effectively!

By: RichardatDELL

RichardatDELL — Mon, 22 Oct 2007 17:08:35 +0000

Hi Stuart

Thanks for a really thoughtful and comprehensive post…keeping us all thinking and moving forward. And, the moving forward, imperfect as it sometimes is, seems to be the important part. However, this puts some really good perspective around pr/bloggers and change. I am still digesting parts of it. So I wanted to thank you

By: “From the Backseat: Are We There Yet? Are We There Yet?” « SocialTNT

Wed, 17 Oct 2007 23:19:42 +0000

[...] were invited to try out the car and it’s features? [Oops, Trumped. Maggie Fox posted this comment today] What about man on the street videos testing things [...]

By: Scott Bauman

Scott Bauman — Wed, 17 Oct 2007 16:27:23 +0000

Awesome post Stuart. What stands out for me comes near the end of the piece - “Too many PR firms are running ahead without teaching the client ‘how to listen’!” I’ve felt that tail wagging the dog since my days at Weber Shandwick. This happens in two ways: first, by implementing without regard to a client’s unique situation and, second, by implementing with too much regard for same. I’d suggest that both border on PR malpractice. Now, thank god, social media is forcing reinvention, and your post exposes the growing pains. Best we all take our lumps like this before we in PR are once again eclipsed by our friends on Madison Ave.

Thanks for your thoughtful post.

Scott

By: blogger relations » Sandra Says

blogger relations » Sandra Says — Wed, 17 Oct 2007 13:33:21 +0000

[...] Henshall has a post covering the differences between blogger relations and the social media news release. He does a good job of comparing one versus the [...]

By: Brian Solis

Brian Solis — Wed, 17 Oct 2007 13:22:54 +0000

Stuart, I would love to talk with you about this, perhaps for a follow up post. I’ve shared his with a lot of folks.

pr2point0 at gmail dot com.

By: Stuart

Stuart — Wed, 17 Oct 2007 03:14:12 +0000

Hi Maggie,
Thanks for adding to the conversation. I enjoyed your post on SMNR and understood it was a deliberate choice not to include trackbacks or comments. My beef (if it is one) is more with the marketing teams and encouraging them to stretch and involve themselves more transparently if they are going to engage with this evolving medium.

I was pleased to learn that a small outreach program to bloggers was tried. As I noted this is not easy when “cars” are involved. It’s why I put the suggestion to aggregate the conversation back into a node. If your agency or better yet Ford is not tracking “tags” blog references etc… which exist for almost any potential purchaser to view with a few judicious searches.. then how can we really assess whether it worked or not.

I’m not really interested in going digging on this one. I think it is easier to demonstrate how and why companies and individuals should be listening. I did google today “Ford Focus Blogger Program” my post turns up fairly visibly. I also turned to technorati and delicious to see how the tags are working. I’ve not really done my homework in this area… although a quick and anecdotal observation suggests that it’s not getting tagged much.

From a marketing perspective I’d still be in the trial.. and monitor stage. I would like to know more about how they are listening, sharing the buzz etc. It takes real energy and a much longer time to build relationships.

I trust you will get them there.

Cheers
Stuart

By: maggie fox

maggie fox — Tue, 16 Oct 2007 23:40:05 +0000

Hi Stuart - thanks for your thoughtful post on the Ford SMPR. I’ve addressed many of the issues you raised on my own blog, so don’t want to sound repetitive, but the purpose of this SMPR is not to own or build a conversation, but rather facilitate and encourage one that was already taking place. We did this by providing content and information to bloggers and other online content producers in a format and way that was convenient for them. Enabling trackbacks, comments and links to Digg, etc. was a deliberate decision - who Diggs a press release, anyway?

As far as blogger outreach goes - that was indeed a component of this strategy. A number of influential bloggers were invited to a Focus drive event in Seattle in September, and afterwards we reached out to a larger number of bloggers with a personal note and link to the SMPR.

I’m very much enjoying the discussion around this - thanks for your post!

By: Stuart

Stuart — Tue, 16 Oct 2007 22:14:33 +0000

Todd,
Thanks for your comment. I do hope I tried to sound upbeat re companies getting there.

I realize it is a multi-step process. I’m also in favor of getting the marketing / branding group trained / thinking and participating behind these types of activities. Perhaps this is some new requirement for “co-collaborative PR”.

So.. my flag is more directed at marketing managers who are signing off on these programs in the first place. I think few are really prepared and have done the “learning” behind the scenes first.

When they step into this area… I think they are stepping in to (or should be) blogger relations.

Cheers Stuart

By: Todd Defren

Todd Defren — Tue, 16 Oct 2007 19:45:01 +0000

I agree for the most part, Stuart. Will be drafting something up soon along these same lines.

The Ford release (while beautiful) is ultimately a MULTIMEDIA release, not a SOCIAL MEDIA release. That’s not all their fault, but, making it more “social” *could* have been as easy as publishing the release on a blogging engine that enabled trackbacks and comments. That would have been a great, laudable start.

Still - they are GETTING THERE - they are THINKING & SHARING (content elements) - and deserve some props for that.

By: Conversations with Dina » links for 2007-10-16

Conversations with Dina » links for 2007-10-16 — Tue, 16 Oct 2007 18:22:01 +0000

[...] stuart henshall » Blogger Relations vs Social Media News Release (SMNR) “The SMNR is very much a 1.0 approach to PR for a more connected world. The production values are high, it probably costs a fortune…. however, who in Ford or the PR firm has actually nurtured relationships with bloggers?” (tags: bloggeroutreach, marketing, PR, socialmedia, brand2.0) [...]