pr in the age of blogging

Protecting Reputations in the Age of BlogsFor PRSA HoustonPresented February 2008

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As the youngest of three brothers…

• Used to being blamed for all bad things

• Survival required quick decision-making

• Realized early that in times of trouble, either I communicated or was beat up

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In late 2006, where blogs fit into PR was still not well

understood

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The Backstory: NOKA Chocolate

• Tiny start-up• New concept of

luxury chocolate• Sent shock

waves through industry

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Not your typical chocolates

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Emphasis on purity and experience

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The Backstory: The Blogger

• Food critic blogger • Skeptical of

company’s value proposition

• First posted critique in 2004

• Spent many months researching

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Who reads blogs, anyway?

• Contacted business to seek e-mail interview

• Followed up with 20 questions

• Company did not respond

• Blogger followed up Oct. 21, Nov. 13 and Nov. 29

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TICK TOCK TICK TOCK

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Please stand by for this important

message

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Americans who have a blog

8%Source: Synovate marketing research, www.synovate.com

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Americans who read a blog daily

15%Source: Synovate marketing research, www.synovate.com

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Americans who read a blog monthly

28%Source: Synovate marketing research, www.synovate.com

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Americans who read a blog less than once per month

39%Source: Synovate marketing research, www.synovate.com

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Journalists who check a blog list regularly

69%Source: Brodeur, 1/8/08

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Journalists who read blogs at least two to three times per week

57%Source: Brodeur, 1/8/08

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Journalists who spend more than one hour per day reading blogs

21%Source: Brodeur, 1/8/08

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Journalists: blogs have a significant impact on editorial direction

51%Source: Brodeur, 1/8/08

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We now rejoin your

presentation already in progress

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TICK TOCK TICK TOCK

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“A Cautionary Tale” – Dallas Morning News

• In mid-December, the blogger began posting what ultimately was a 10-part series

• Blogger proactively posted links to story on relevant forums

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• Because of the unusually exhaustive nature of the investigation, word spread organically

• Picked up by BoingBoing, Slashdot, Digg and other influential sites

“A Cautionary Tale” – Dallas Morning News

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BoingBoing, Slashdot and Digg

• Major role in driving blog content

• Feature user-submitted links to interesting blog posts

• BoingBoing and Slashdog feature editor evaluated sites with summaries

• The AP for bloggers and Web surfers

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BoingBoing, Slashdot and Digg

• If you hope to get attention, proactively submit your link

• If you’re hoping something just fades away or doesn’t get noticed, you don’t want to see any of these pick up the story

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I think we have a problem

• In the days that followed, hundreds of blogs posted stories about the series

• More than 2,000 Web sites linked to the series

• That’s when we got involved

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School of Hard Knocks

• Before even being engaged, we tripped

• Posted personal opinions to other blogs

• Others questioned independence, fueling speculation of “flogging”

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Disclosure is HUGE Issue Online

• I had no interest when comments were posted

• Later involvement complicated things

• Bloggers jumped on it

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“DPK Public Relations: Caught With Its Hand in the Chocolate Jar?”

“Oh this is beautiful; small business PR dilemma at its best.”

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Sought Expert Counsel

• Needed to distance client from questions about our actions

• Opened online discussion about ethics of posting comments

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Flying Aqua Badger Wrote…

“What is Dan supposed to do to tidy up? Go to all those blogs again and post a subsequent comment saying “at the time of posting my original comment I was not representing

NOKA but now I am. This is just to present you with the facts.”?”

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That’s Exactly What I Did

“As I write this comment I am engaged as a PR person

representing NOKA. The original comments were written prior to that and reflected my personal opinion. However, facts are facts and that makes it worthy of an update.”

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Step One Accomplished

• Channeled all discussion about our actions to our Web site

• Succeeded in distancing the client

• That distraction was over

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Client PR Plan Objectives

• To protect and enhance the brand’s reputation

• To capitalize on exposure to build positive awareness of brand

• To drive demand for products

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Client PR Strategies

• Embrace the key aspect of blogger’s critique and make it “ours”

• Be more open than ever• Quickly respond to all

opportunities• Proactively get other

positive messages out

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Blogs mentioning company

BoingBoing

Issued Statement

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Step Two Accomplished

• Once our message was out and discussed, the pressure subsided

• We aggressively worked to tell the positive story with a series of news releases

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Step Two Accomplished

• Positive stories were placed: USA Today Inc. Magazine Fort Worth Star-Telegram Forbes.com Dallas Morning News INDULGE

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So Why Do Blogs Matter?

• General media watch blogs as early indicators of trends

• The “echo effect”• Blogs can claim valuable

search engine real estate• Online content can have

a long lifespan

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Step Three Begins

• The Dallas Morning News began its own investigation Welcomed reporter and

videographer for all-access half-day emersion

Succeeded in turning the story around

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Dallas Morning News

“It’s a cautionary tale…”

“Some blogging and journalism experts say the controversy demonstrates the impact an online report can have on a company’s reputation…”

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DMN Begat the New York Times

“If you are still seeking the perfect gift for Valentine’s Day, have you considered NOKA?”

…(the owners) took umbrage at the attack.”

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NYT Begat Channel 8

“Pure ingredients and the amount of labor make it expensive.”

“Even the slightest scratch, crack or dent means the particular piece…won’t get past the inspector…”

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Step Three Success

• Record breaking Valentine’s Day

• International expansion unscathed

• Emphasis on price attracted luxury buyers

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Blogs Deserve Attention

• Often driven by passionate enthusiasts

• Be considerate and responsive to requests

• Cultivate relationships, but be careful

• Conspiracy theories, rumors and speculation common

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Lessons to Apply

• Set up Google Alert for name of company, product or executive

• Search Technorati.com at least every couple weeks for chatter

• Always disclose any relevant client relationship online

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Download this presentation

www.dpkpr.com

Also, credit for the Blog Song: Wilbur Sargunaraj

www.youtube.com/wilbursargunaraj

DPK Public Relations832-467-2904214-432-7556

dan@dpkpr.com

Protecting Reputations in the Age of BlogsFor PRSA HoustonPresented February 2008