Putting the cat amongst the pigeons

Well, Colin Farrington certainly put the cat amongst the pigeons with his comments about blogging in the CIPR member magazine Profile (online as Profile Extra).

In fairness, I think his intention was to criticise bad blogging rather than blogging, and bloggers, generally. But I'll leave it to him to fight his own battles and explain himself if he chooses to.

The firestorm of comment he faced within hours of the article being published demonstrated the power of this technology - and also perhaps the reason why many people are still choosing not to blog or even post comments on what they have read.

I've got Shel Holtz to thank for signposting a new blog written by a team of female PR staff at an agency in Canada. One of them is pretty sceptical about blogging and describes how she reads many blogs but is reluctant to comment on these - even if it is something she feels strongly about.

I suspect this isn’t unusual. If you take many of the PR blogs as an example, the same names crop up regularly in the comments field, so perhaps there is an element of intimidation for those who don’t feel so involved in the ‘blogosphere’?

Comments

[Simon Collister]

Tony

I think that there will always be people who prefer not to comment or add their voice to discussion whether in the office, the pub or on the internet.

It was a big step for me to make my first blog comment but only by taking action will it become easier. Same with everything else in life.

I am also fairly confident that 'firestorms' usually stir people to action who had previously been reluctant to comment.

[Antony Mayfield]

Tony, if he intended to criticise "bad blogs", he came off as just attacking the medium when he says:

"But aren’t most ‘blogs’ boring?: ill-informed, rambling descriptions of the tedious details of life or half-baked comments on political, sporting or professional issues," and "most get read by a few saddies and surfers".

In the week when we've seen blogs' influence in UK politics so clearly, it looks particularly out of touch.

[Philip Young]

Tony

As someone whose name does crop up rather a lot in comments I would be sorry if newcomers found this intimidating.

Happily, my experience is quite the opposite, certainly among the European PR blogging community which is ovewhelmingly welcoming to new voices.

Yes, there are power struggles in the US, not least among the self-proclaimed A-listers, but I would expect CIPR newcomers to find their more established colleagues will be supportive and quick to give advice and encouragement.

That said, it is a good idea to read a few posts and get a feel for the author before joining in. And remember, too, that it is a truly international forum, a forum without barriers. Even though, as it does when I type this, it feels like you are talking to a friend, always remember other people are listening and may hold you to account.

Another point to bear in mind, if my own experience with Mediations is anything to go by, is that a lot of blog posts spark one-to-one exchanges that aren't open to the world. As in 'real life' the most useful conversations are usually held in private.

A final point before this sounds too idealistic, if you are DG of a high profile organisation and you write something that is at best ambiguous and more likely woefully ill-judged, do expect some robust responses.

[Stuart Bruce - Wolfstar]

Tony, your comments about comments are spot on. When I was a local councillor one thing that puzzled me was the number of local residents who emailed me about blog entries, but didn't comment. So I asked them why. The three main reasons (in order) were:

1) Didn't understand how comments worked - for us regulars it might seem simple, but many don't realise they can comment - and are also puzzled by things like 'captcha' which are designed to defeat spammers, but actually defeat the less IT literate.

2)Didn't want other people to know what they thought, but wanted to let me know.

3) Intimidated they weren't as knowledgeable as other commentators.

[David Phillips FCIPR]

Well done Tony.

The interesting thing about the comments is that they have been limited mostly to CIPR members and the UK. But, for every comment there are dozens of lurkers. Here is a public that will be key.

The CIPR has a long way to go in helping members with the many new and emerging opportunities for engaging publics. This is not ePR, it is PR - there is no difference anymore (if there ever was).

If the BBC is 'jumping into Second Life in a big way' (Neville Hobson's description) so too will many other media and so must practitioners. This is way beyond blogs, RSS, Wikis, SEO and podcasts, they are now a given. We need to look to the underlying drivers

The Universities are working hard to offer well founded courses both for practitioners and students. These are not the simplistic conference content that abounds. These initiatives are based on sound theory and methodologies.

Most are CIPR approved Universities and they need CIPR encouragement and support.

This is not as simple as it seems on the surface. To deliver good practice in Social Media is hard work, requires deep knowledge, skill and commitment both at the CIPR and among its members.

[Colin Farrington]

As always writing personally, I was amazed by some of the comments received on my ‘Profile’ piece – although they do show the power of ‘hard copy’!

Blogging is simply a form of vanity publishing. No wonder most content is instantly forgettable. And does that which survive really have a beneficial impact on society, on political discourse, giving a voice to those who genuinely can’t be heard as some proponents claim? Bearing in mind the use made by French middle-class students to protect their subsidies and the anti-John Kerry campaigns last year this seems very idealistic and blinkered to me.

Even the commercial impacts seem to be overstated - I’ve seen the same cases quoted over and over again.

That is not to say of course that public relations people shouldn’t be aware and be trained on the impact of blogging. And it’s a great medium in the right hands for grabbing attention as Tony is doing. But it’s time to take a realistic view (and keep a sense of proportion) on the power of this communication medium.

[Philip Young]

Colin

I would be surprised if you haven't use Google in the last few days; maybe you used it to buy something, or to find background on client, a supplier or even a vanity blogger...

Now try putting "cipr" into Google, as I just did. OK, the official website is top of the list but on the very first page of results you will find Stuart Bruce's blog comment on the Northern conference.

OK, a limited number of people will follow Stuart's blog, but a significant number of people who want to know more about your organisation will be just a click away from reading his thoughts.

Nobody is disagreeing with the idea that most blogs are not very well written. Likewise, I doubt whether many people believe that blogging will be around, at least in its present shape, in a few years time.

And you are right to say that the commercial impact of blogging as a promotional tool is yet to be felt.

But - and it is a very big but indeed - blogging is simply an easily accessible example of how the new social softwares are changing the way we communicate, who communicate with, and how we communicate. More importantly, it is aggregating those conversations in a highly visible, highly accessible way; and what is reputation but the aggregation of comment?

If we believe that PR is about managing reputation through influencing conversations, then surely we must listen to those conversations.

Yes, let's keep a sense of proportion but, for me, not to listen very carefully is to play rather a dangerous game.

[Simon Collister]

Colin. I posted about your comments on my own blog - but as you have picked up the thread on Tony's I will - if I may, Tony - reply here.

I really think you are missing the point of what people have been saying (perhaps deliberately?).

You write that you profile article shows "the power of ‘hard copy’!". No it dosn't. It shows the power of opinion and bold statement. If you had published your article on-line it would still have received a similar action!

Then you add: "No wonder most content is instantly forgettable". That depends on content. I read a host of local papers everyday. Most if not all of their content is definately instantly forgettable.

Re. political discourse... David Miliband and the Dept of Constitutional Affairs sems to think social media has mileage and you are just cherry-picking examples over whether blogging gives a voice to the marginalised. Your eg of middle-class French students using blogs to retain their subsidies can be countered with the eg of France's immigrants in the banlieue using blogs to co-ordinate anti-establishment riots last November.

You seem to picking fault with content and use rather than the tool itslef. A lot of your arguments could be recycled for other forms of comunication.

[Drew B]

That is the power of this technology indeed, Tony, well said. Nice discussion happening here too.

[David Phillips FCIPR]

Tony - I too would like to use your blog.

Colin, Simon's point is perceptive. For just one moment imagine what the reaction would be if you transposed 'press release' or 'events' for 'blog in your comment above. These are the two most popular areas of practice among members. However, there are many other domains of practice and some of them use a range of communications channels that one may find different or strange. For example, I guess that it could be said of SMS (text messages on cell phones) messages that their content "is instantly forgettable. And does that which survive really have a beneficial impact on society, on political discourse, giving a voice to those who genuinely can’t be heard as some proponents claim". So close to 7/7, we recall the experience first hand and it touches on emotions too.

Some of us are working with clients who are using or are in the process of developing strategies for the use and application of social media (including blogs, wikis, podcasts, SMS, online surveys etc). It is a domain of PR practice.

I guess, by now, you will have found that the range of examples provided for you to examine on this blog and others may have modified you view about blogs being simply a form of 'vanity publishing'.

Members working in this field (Hill and Knowlton, Edelman, Microsoft etc) are watching this exchange and might consider that the relevance of an organisation whose leading lights eschew social media are less relevant than hitherto.

That would be a tragedy because of the good work that you and your colleagues do across such a broad landscape for the good of the Industry and the benefits this effort brings to all practitioners.

[Karel McIntosh]

Blogging gives a voice to stakeholders who may not have access to media to get their views heard. Blogging stimulates word of mouth news/discussion. Blogging creates networks and communities.

Although Internet usage is not very high in the Caribbean, there is a growing blog community populated by people living in the Caribbean, and Caribbean people living abroad. Through their blogs they give insight into real issues and aspects of the Caribbean, which allows foreigners to see that the Caribbean is much more than the stereotypes we see in movies or that people still hold.

Blogging is important in both the commercial and non-commercial sphere. One cannot underestimate the potential of blogging to bring together and solidify people's opinions. The number of comments on a page is a mere percentage of the number of people who actually read a blog. Blogging is important. While trying to look at everything through accurate lens, blogging should not be underestimated or dismissed.

[Joscelyn]

Hi Tony - As you can see, I'm slowly starting to come out of my blogging shell and making the effort to comment regularly. The fact that you found found our site (via podcast, no less) on the other side of the Atlantic, just goes to show how powerful this form of communications really is and I am enjoying being an active participant in the "conversation."

[David Phillips FCIPR]

One last comment. Neville Hobson has posted the Pew Research findings reported by Reuters. It is a US study so we have about 18 months to catch up. The post is at: http://www.nevillehobson.com/2006/07/19/latest-blog-trends-from-pew-internet/
I guess this is better than 'feelings in bones' reactions to new media.

[David Brain]

As requested, the text of my letter to Colin Farrington, as read on www.sixtysecondview.com

Colin Farrington
Director General
Chartered Institute of Public Relations
32 St James’s Square
London
SW1Y 4JR

23 August 2006

Dear Colin

I have been following the debate you stirred up on blogging with some interest. I have resisted joining the ranks of your critics to date, but your latest editorial seems to indicate you may now have dug into an extreme position which reflects badly on our industry. You are missing the big point in all of this which is that blogging and the whole social media or Web 2.0 ‘thing’ is actually a terrific opportunity for us and one that you and the CIPR should be grasping and embracing rather than poking a stick at. In fact, it is you who appear to many of us as the “tetchy emperor”.

Our very own Stephen Davies, two pages on from your leader in Profile magazine, makes a good case (so thanks to you and the Institute for giving the space for that). More of it please. I run Edelman’s European operations and can tell you that we are investing heavily in people (like Stephen) in all our offices in Europe and in research to understand and help clients navigate their way through blogs and the ‘space’. Even though you seem to think there will be no ‘good ones’ (blogs) around in six months, we and our clients, are convinced otherwise. I know the leaders of many other agencies are also racing to understand what this means to corporate reputation, to brands and to the more traditional media that we work with. Given this, you and therefore the Institute seem woefully out of step.

Three examples for you:

• Dell’s current corporate image crisis (exploding laptops notwithstanding) has been driven by the blogosphere. Have a look at www.ihatedell.net and tell me that doesn’t change the way a company should approach management of its reputation.
• The recent stories of John Prescott’s indiscretions hit the mainstream media because of coverage on blogs
• Microsoft (disclosure; an Edelman client) has seen a transformation in its corporate reputation in recent years, and blogging has been a big contributor to that

PR practitioners are the natural inhabitants and guides for clients in this new world because what we do is intrinsically about building relationships and understanding through dialogue based on listening. That can be achieved in many cases through the blogosphere and my worry is that prospective clients reading your leader will think that they have to go a non-PR practitioner to understand this. So on this point I believe you are now holding us (the industry) back.

Kind regards,

David Brain
President and CEO, Edelman Europe

www.sixtysecondview.com

[Colin Farrington, CIPR Director General]

Thank you for your letter of 23 August, which arrived on the day after I left for annual leave. It has of course already been posted on various websites and blogs. So I will be posting this response accordingly.

I am delighted to share views on this issue, although judging by emails awaiting my return, and issues raised at CIPR meetings already, my views on blogs are not as interesting to our members generally as you and some of the ‘blogging community’ may think, and perhaps I would like!! And I did resolve to leave blogs alone for six months or so… not of course that I endorse the view that in that period this may go the way of citizens’ band radio as has been suggested elsewhere!

Perhaps I can just make a couple of things clear.

First the whole CIPR Board is committed to ensuring that members have information and access to new social media and that it is reflected in CIPR training, education, courses, publications etc. I won’t labour that (nor enter into the related argument as to whether this is a ‘new PR’ or just additional media) as all that information can be found in our website and in ‘Profile’.

I know that some people want us to do more but there has to be a judgement on the balance between leadership and response to demand for services. The fact also that other people and organisations are doing things is also a plus as far as I am concerned.

I entirely accept that all public relations practitioners need to be aware of and involved in all forms of new communication. Indeed I have some form on that matter, going back to our commissioning the first report on the impact of the internet on public relations in 2000 and the lead shown by CIPR in comparison to other professional bodies on new media in our own activities. This still draws criticism from older members.

Second, although I wouldn’t be so sweeping now, the basic concerns I raised about many blogs in my first article still hold true. Some blogs are stimulating and purposeful. But there are many, including some from people who should be able to do much better given their expertise, which seem to me to be either pointless and/or unlikely to have anything but a negative effect on reputation. That remains my personal perspective having read many, many blogs over several months.

Maybe the market will correct itself and in time we shall enter into a new golden age where every blog will have something of value to say! Of course one could argue that blogging democratizes and enfranchises even pointless thinking, but then we are back to the argument about the merits or otherwise of ‘vanity publishing’ – and I shall no doubt be again accused of ‘elitism’.

Finally, and more seriously, I am concerned about the degree of transparency (the connection between individual employers, practitioners and clients) that appears to be lacking in some blogs and on some websites. This is an important (and I suspect quite tricky in detail) issue for public relations practitioners so I have asked our Professional Practices Committee to agree guidelines for members on this. They will no doubt be consulting on them shortly.

[Ausmusterung]

Thank you for your great blog and interesting informations! I live in cologne, but i find here a lot of interesting comments and people. thank you!