Comments

I disagree, actually. Public relations isn't about "how your company appears to the public", ironically, but about how "you get your message out to those that influence the public".

In an interesting bit of serendipity, I just posted a message about the future of public relations on my own business blog: http://www.intuitive.com/blog/

Posted by Dave Taylor at February 15, 2005 3:38 PM

Why do people hire PR firms and then never send out anything remotely compelling in their press releases? "Hank Rutabega was promoted to district manager today..."

Be compelling. That's why the MS blogger is getting noticed. It's not the medium, it's the message.

Posted by Cal at February 15, 2005 3:57 PM

The end? No.

Blogs will certainly be a tool of companies in general and public relations in particular however, traditional PR will continue for a long time.

Posted by Jim Logan at February 15, 2005 4:20 PM

That would be a resounding YES! from over here in the balcony...I'm working on a book chapter on this very subject and have been talking to a lot of people--smart people with strong corporate marketing backgrounds--who are realistic and optimitic about this at the same time. Blogs are slowly shifting the way conversations are held with the customer. The less glossy, the better, as we no longer trust the vetted, re-written, and forgotten words of corporate communications departments.

Give it a few years--anyone who tries to use plain-vanilla press releases and a corporate site as their primary forms of communication will be the ones that stick out like gangrenous sore thumbs.

Posted by Jory Des Jardins at February 15, 2005 4:22 PM

When one guy, speaking in an authentic voice, can make a company like Microsoft -- an organization that has been widely considered by its own market to be an "evil empire" -- seem a little more human and a little less evil, then something pretty powerful is going on.

I also can't help but think about the Kevin Roberts-Lovemarks idea and how blogging supplies Mystery and Intimacy beautifully.

Posted by Sam at February 15, 2005 4:29 PM

This is indeed powerful. It will be even more powerful, if this idea can be transformed into a platform to hear customer voices. How far is an organization willing to go to hear genuine customer feedback and get into it's customers talking to each other about company products and services in real time?

Posted by Raghu at February 15, 2005 4:41 PM

I don't think blogging as it is, or Mr Scoble, have changed / will change the world in the way that people (particularly bloggers themselves) think. I think that PR is changing, and those who talk about "honest conversations with customers" are on the right track. But blogging is a manifestation of this, not the other way round.

Posted by Chris at February 15, 2005 5:47 PM

No. I don't agree. Internet purchases are only a fraction of in-store purchases. Blogging will only supplement traditional PR.

Posted by Troy Worman at February 16, 2005 1:12 AM

Definitely, he is a more genuine and acceptable face of Microsoft's PR department right now. However, if Mr.Scoble turns out against Microsoft tommorrow, he hijacks all his geek brothers along with him and that's not good news for Microsoft.
A lot of factors must be analysed before any kind of decision is made. For example, how genuine can Mr.Scoble get in his blogs when he is paid by Microsoft, which makes his job cut along a thin line! I would consider him to be supportive of Microsoft no matter what he posts which ain't gonna help me to arouse interest after a sustained period. It could also be the case of many independent bloggers who find something not right with Mr.Scoble at some point of time and turn against him in their blogs. I can think of many reasons why this could be an effective strategy short-term but am also very apprehensive about its long-term benefits under changing circumstances! I would compare it to robots (bloggers) becoming more powerful than humans (corporate PR) and making humans having less control!

Posted by Mahesh at February 16, 2005 7:16 AM

Having spent the final part of my corporate career in communications in healthcare I would say blogging is fabulous and I LOVE IT! ...

BUT ...

As Troy says it is only a supplement TO GOOD COMMUNICATION ...

The brightest and best organisations will make blogging a slave rather than the driver.

Posted by Trevor Gay at February 16, 2005 9:44 AM

Go read my blog at http://scoble.weblogs.com -- right now I'm attacking the marketing decisions of one of our major divisions.

Hint: I'm still here and I'm still speaking out for the customers.

Posted by Robert Scoble at February 21, 2005 11:16 PM

The end? No. Change? Yes. What is happening at Microsoft could have huge repercussions for other companies. As they say, when they want to humanise Microsoft they roll out Scoble. What could be better than cutting out the crap that marketing and PR departments spout and having a real, honest conversation with clients? This guy must be one of Tom's disciples - his Coporate Blog Manifesto even advises bloggers to "Link to your competitors and say nice things about them."

Posted by Alun John at February 22, 2005 7:54 PM