b logs in the uk stuart bruce mcipr. © bruce marshall associates llp stuart bruce “the pr who...

Blogs in the UKStuart Bruce

MCIPR

© Bruce Marshall Associates LLP

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


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


“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


“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


The Old World

Investors

Customers

Prospects

Press/AnalystsPartners

Employees

Potential Employees

Influencers

MESSAGESMESSAGES

Competitors


The New World

Investors

Customers

Prospects

Press/AnalystsPartners

Employees

Potential Employees

Influencers

MESSAGESMESSAGES

Competitors


Blogs have changed news

Fast turnaroundNews in 15 minutes to

one hourNeed immediate

reaction and commentNeed immediate feed


Source: BBC internal training

Will check traditional news sources

Blogs for original storiesBlogs for opinion

Blogs for rumours Blogs for offbeat news


Visibility

Time

TechnologyTrigger

Peak of Inflated

Expectations

Trough of Disillusionment

Slope ofEnlightenment

Plateau of Productivity


Visibility

Time

TechnologyTrigger

Peak of Inflated

Expectations

Trough of Disillusionment

Slope ofEnlightenment

Plateau of Productivity

Podcasts

Press Releases

Blogs

Control

E-mail

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


Case Study: CBS / Dan Rather


One of the fake documents


Who’s taking part?

You?

Influencers

Citizens

SuppliersPartners

Journalists Analysts

Employees

InvestorsProspectsRecruits

Competitors Legislators Community

Whole Wide World


Who’s blogging?


blog

commentsfeeds

comment spam

tags

blogosphere

postaggregator

podcast

trackback

permalink

You need to learn a whole new vocabulary:


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

http://193.149.122.178/Default.aspx?articleid=6


BIG BAD BLOGClaire is a fakeExposed by

bloggers within hours

Marketing style copy

Censored comments

No permanent links, trackbacks, RSS feed

http://193.149.122.178/Default.aspx?articleid=6


Real people, real conversations

ApologisedIntroduced

Vichy teamAsked

bloggers for advice

Re-launched with real customers


Travel


E-democracy project


Characteristics of good blogs

Updated frequentlySpecialist knowledge or links

Informal personal toneReporting debate and being a filter

InformativeOutward linking

AuthoritativeEncouraging conversation

Trustworthy


Time to start listening…


Blog publishing tools


It’s really easy…


And hey presto!


Take part…


Why bother with blogs?

Wrong question

The conversation is already taking place

…with or without you!


Only part of the mix


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?


You can close your eyes……but blogs won’t go

away


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


And the future is?

"Eventually, most businesses will use blogs to communicate with customers, suppliers and

employees“Bill Gates, Microsoft


Stuart Bruce MCIPRBruce Marshall Associates

LLPLeeds 0113 282 5321London 020 7870 5322

www.stuartbruce.biz

www.bmapr.co.uk

b logs in the uk stuart bruce mcipr. © bruce marshall associates llp stuart bruce “the pr who...

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