Buzz Marketing with Blogs: Blogging for Specific Audiences at BLOGasia

Blogging for Specific Audiences at BLOGasia

In this afternoon’s session “Blogging for Specific Audiences” Paul Chaney outlined different corporate groups that should be considering blogging, and why.

CEOs: Influence and Impact
Michael Hyatt, CEO and President of Thomas Nelson Publishers
Working Smart and From Where I Sit

Corporate Board Members: Accessibility

PR Professionals: Trust
Steve Rubel, Micro Persuasion

IT Personnel: Efficiency
Robert Scoble, Scobleizer

Marketing Personnel: Relationships

Company Employees: Evanglism
Microsoft, Macromedia

Industry Thought Leaders: Expertise
For example: Tom Peters

Paul posited that blogs have changed journalism, making consumers into journalists. And as a result, blogs has changed public relations, which has traditionally been targeted to the media.

The old public relations

Senior management, with a lot of input from marketing people, would work out a company’s message and talking points.
Internal marketing people, working with PR consultants, would try to burn the message into the retinas of the trade press and analysts.
The journalists and analysts would do what they do, broadcasting the message to the masses.

The new public relations

Senior management works out a company’s goals and messages.
Management works hard to make sure that the employees understand them.
The people who are really doing the work tell the story to the world, directly.

The session ended with the participants breaking into groups of five and developing a strategy to deal with a public relations catastrophe via blogging. Scenarios ranged from the exposure of the head of a non-profit agency installing luxury fittings in his office bathroom, to a company that manufactures a faulty bedframe that collapses when anyone over a certain weight lies down.

I’m cross-posting this on three sites: Buzz Marketing with Blogs, Radiant Marketing Group, and BlogAsia. If you’d like to comment, please come to BlogAsia to do so.

Posted by Susannah Gardner on 09/21 at 10:55 PM • Blogging Events -- Blogs and Business