The terms RSS, blog and podcast may send you running and screaming with confusion in the other direction. Yet these forms of social media are rapidly impacting not only public relations, but the way we consume information daily. Knowing the impact the words “social computing” are having, Ragan Communications – the publisher that focuses on news and information for communications executives – recently held a strategic public relations conference in Chicago which included a series dedicated exclusively to this phenomenon.
Famed blogger Robert Scoble led off the conference with his analysis of blogging’s impact on public relations. A blog is simply an online journal or newsletter that is frequently updated and intended for public viewing. Scoble, formerly of Microsoft and one of the first to jump into the blogging world, said bloggers typically fall outside the normal one-way communications of public relations. As “ordinary citizens” posting and sharing their thoughts online as they occur (rather than being traditional journalists who are held accountable by an institution), he emphasized that they form a word-of-mouth network where news spreads like wildfire. Because of this, he noted the importance of reading blogs that are commenting about your company. While bloggers may seem on the periphery to the uninformed, they are often on the cutting edge of what’s happening in the industry – and with your organization. It’s important not only to read blogs but also to respond to them. It shows you’re paying attention to what bloggers are saying about your company, and you’re acknowledging the furiously expanding network of influencers.
Jennifer McClure of the Society of New Communications Research revealed how, with the birth of social media, the way messages are communicated has changed. She also said the old way of communicating included developing a corporate message and pushing it out to the masses. These days, however, communication is no longer one way: people are exchanging messages back and forth simultaneously, via blogs, for example.
McClure says 40% of bloggers say blogging has affected their business, and 90% of those affected say blogging has had a positive impact on their business. She says as long as bloggers are engaged, the fear of blogging is no longer credible.
Jeremiah Owyang of Hitachi Data Systems expanded on blogging in the workplace. Owyang has one of the most innovative jobs: Manager of Online Community Marketing. He has spearheaded his company’s corporate blogging program and is recognized within the industry as a new media expert. Owyang raised some great points regarding management pushback when it comes to corporate blogging. He says if you have time to answer email, you have time to blog.
Blogging must be executed by someone who enjoys writing and is passionate about their field. Legal fears? Owyang says many employee conduct policies are already outlined in employee handbooks. These policies will also cover blogs. Trust your employees if they want to blog, you hired them!
Speaker Shel Holtz did a great job dispelling the myth that creating podcasts is time-consuming and costly. A podcast is a multimedia file distributed over the Internet that allows listeners to download and listen to subscription content at their convenience. With free audio editing software, a computer and microphone, companies can use podcasts as a new channel for PR messages. For example, weekly podcasts can include product reviews, thought leadership messages and CEO interviews as a method of routinely distributing news from your company. Podcasts are delivered to subscribers via RSS feeds and can be played on a PC or iPod at the listeners' convenience.
One of the most interesting speakers was Charles Pizzo, who shared his thoughts on online newsrooms. In an age where journalists turn to the Internet for information, Pizzo discussed the importance of every company creating an easy-to-navigate newsroom, including everything from press releases to after-hours contact information. He pointed out the importance of keeping newsrooms up-to-date in real time and including pertinent information like fact sheets. Pizzo pointed to Boeing and the EPA as examples of well-executed online newsrooms.
