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CHAPTER 7 BUILDING YOUR COMPANY BLOG
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Q. Besides a general recognition within the PR community and online, have there ever been any cases where people or companies have said because of your blog, they ll go with you rather than somebody else A. It s not quite that explicit, but I think that they recognize us. In surveys regularly PR Week does these surveys people definitely see us as way ahead on intellectual capital and thinking ahead as to what the PR industry will evolve to. Q. Let s say that you were talking to one of these CEOs who has been on the fence regarding blogging. What would be the bottom line of how they should go about doing it Should they have a portal A. I ll give you an example to answer your question. We made this recommendation to Nissan about Carlos Ghosn. The way they do it for Ghosn is that they walk around with him with a tape recorder. He s going from meeting to meeting, and they just basically record his remarks and put them up. Q. Now, Carlos Ghosn is the . . . A. He s the boss. He s the CEO of Nissan and Renault, and he s always flying back and forth between Tokyo, Paris, New York, LA, and just everywhere. This is a guy who is one of the four or five best-known CEOs in the world. Anyway, that s their strategy. Basically, a corporate communications guy just goes around and follows him as a scribe. Q. Which makes sense. Is that blog up now Or are they in the process of doing that A. They re in the process of doing it. That s the way we talked about doing it this summer. That s the only way. He s not going to sit at his PC, like I do, and write. Q. Any problem with disclosing this I don t want to step on anything. A. Go ahead, you can. Q. Great. That s pretty impressive. Nissan is . . . A. A pretty big company. Q. What has sold them on the idea of doing this Why did they decide they wanted to do this A. They wanted to do it because they recognized that they ve got their star-power talent, Ghosn. They ve got a category that is very much an interest on the Web, their cars. And their PR guy is a good guy; he gets it. He s not, I m just going to talk to the Wall Street Journal.
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CHAPTER 7 BUILDING YOUR COMPANY BLOG
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Q. Is blogging just another tool in the PR arsenal, or is it something more deeper and fundamental A. I think it s much more fundamental. I think it s very fundamental for PR people to understand this change in mentality. It is really a kind of major mind shift or mental approach to our business. It s not a shift from defense to offense, as much as it s a change from keeping everything to yourself until you re ready to let it go to the idea of co-creating a narrative. In a way, you re sharing authorship, but you re going to have a hell of a lot better novel. Q. On a couple of the more controversial parts of company blogging and companies using blogging, let s be more precise. What do you think of the idea of companies basically paying for positive blogs A. It s horrendous. It s unacceptable. In my mind, anything to do with buying off journalists, bloggers, or any others is pay for play. I don t accept it, because if you want to pay, then do advertising. Make it explicit. Don t do this kind of subterfuge, because once you re outed, it has twice the bad implications for you and for the industry.5 Q. Anything else that we should cover A. I just want everyone to understand that this is a tremendous chance for the PR business. It will only happen well and succeed if PR people improve themselves, meaning that they actually are participating in the blogosphere reading, writing comments, doing something. Also, that they stop this mentality of having to pitch. In fact, they re not salespeople; they re in a discussion. We have to be accurate, absolutely, 100 percent accurate in what we put out, because it s going directly to the end user of information potentially. It s no longer mediated, necessarily. We have to have journalist-level content.
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