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CHAPTER 7 BUILDING YOUR COMPANY BLOG
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Figure 7-2. Richard Edelman s blog Richard Edelman is a man on a mission: Get major corporations blogging. He has an uphill battle. In an interview, he explained why he sees blogging as a major change in how a business does business. Q. In February 2006, when you hired Steve Rubel, you said in your blog that, in short, the goal was to get your corporate clients to commit to the blogosphere. How has that worked out A. I d say it s a work in progress. I think our decision to be so aggressive in this area is simply that we should do it by example. And my blog, as an instance, believe it or not, is up to 9,000 unique visitors a month. Steve gets 90,000 a month. For us, it s a bully pulpit about the industry and issues whether it s pay for play, any of the other controversial things, or my little post this morning about what constitutes adequate response by a PR firm in a crisis situation. It s a way to educate and a way to reach the next generation of PR practitioners. It s a way to recruit and retain talent. My people are always stopping me in the elevator and mentioning my blog. We have little chats about it wherever I am in the world. It s also a very good means of listening. If you re not just looking at only the comments to your blog, but also what the Technorati chatter is what people are saying you can actually learn and improve your product and service.
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CHAPTER 7 BUILDING YOUR COMPANY BLOG
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For me, it s all about this move from top-down to a peer-to-peer to a horizontal way of communicating. That s why it s urgent that PR people not think of PR only as making media pitches. That s important, but it s not sufficient. Q. Corporations tend to be known for their hierarchies more than anything else. How does the idea of people just saying what they want on the company s dime at their blog go over when you talk to the various CEOs A. I think there s a real trade-off between control and credibility. If you are too much of a command-and-control kind of person, blogging is probably not for you, but you re also probably not in tune with what it takes to be credible in this world. I like the spontaneity of Jonathan Schwartz s [CEO, Sun Microsystems] blog. It s a very interesting virtuous circle. Q. For instance, right now on the Fortune 500, only 6 percent have what you would call executive-level blogs. A. Right, I m not surprised by that. Q. Why aren t you surprised and do you think it will all change A. I do think it will change. The very fact of success stories, like FastLane for GM, Schwartz, or my own. It s critical to have these be documented over a period of time, and then show the success story. Then smart companies will all get on the bandwagon you know, early adopters and then the guys who hop on later. We re still in the early adopters phase. What does Microsoft have, 5,000 bloggers Q. It depends on who you talked to 3, 200 is a pretty firm number. Then there are people like Mini Microsoft, who isn t a Microsoft blogger, but is some anonymous employee blogging about Microsoft. Do CEOs that you talk to raise that issue of negative blogs A. Sure, and I tell them that there s such a thing in the world as a vacuum and nature hates it, and if you don t fill it, then somebody else will. That s another reason to blog: You ve got to tell your story. Every company is a media company, as far as I m concerned some more, and some less. If you re in tech or media, of course, you re right in the center of it. Why do we want to sit there and get clobbered without telling our side It s classic PR. Q. By my account, there are 16 different bloggers at the Edelman portal. What has blogging changed about the corporate culture at Edelman A. I think that people I m talking about people in the PR industry regard us as very much open to be in the debate. It has proved our reputation as a great place to work, and it has helped us in actually getting clients.
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