PR proselytes (myself included) need to be careful when spouting on PR-related topics. There’s always someone with a counter viewpoint. And after reading a Sydneyside PR expert’s take on blogging (in BRW) by professional services firms, I’m that counter view.
Professional services marketing PR adviser, Rebecca Laskary.
In a recent column published in BRW magazine. Rebecca Laskary, Director of Sydney’s Profile Public Relations(dot com dot au), and author of the ‘Marketing for Accountants’ workbook, admits she’s not a seasoned blogger (she’s long thought ‘Blogs are dogs’ in fact). Rebecca judges that blogs are a somewhat ‘downmarket’ communications tool. And in what reads to me like a fairly unresolved editorial, she espouses a couple of points that could perhaps stand a bit more blog balance. Broadly, she seems to believe that blogs ain’t suitable forums for professional service firms to be seen on. Well I beg to differ Rebecca and specifically take you to task on the following points you made in BRW, via an imaginary ‘she says, he says’ virtual conversation.
Rebecca: Professional service firms shouldn’t blog because they’re not cultural leaders…”
Gerry: Does that include PR and marketing professionals? If so, that negates the fact that comms experts Seth Godin, Tom Peters and Richard Edelman are helping pioneer the social & cultural communication revolution that is blogging.)
Rebecca: Blogs are not compatible with perceived ‘intellectual capital’
Gerry: see answer to point 1; surely these dudes ain’t rubes?)
Rebecca: If professional service firms did blog their PR consultants would just edit the blogs to remove content of any interest.
Gerry: Surely only if the organisation has a closed/controlling corporate culture? In its most potent form, strategic PR seeks dialogue and feedback.
Rebecca: Blogs don’t let you communicate very directly with your clients – meetings, seminars, emails, newsletters, publications and (Bec’s favourite she says) viral marketing are her preferred options.
Gerry: What about password-protected, stakeholder group blogs or internal wikis?
In case I haven’t provided enough counterbalance, for even more info on the use of consultancy blogs, Marketing Profs’ rather well-informed Suzanne Low writes on blogging by Professional Services firms.
Rebecca called late yesterday to point out that she was specifically referring to the more trad professional firms, and is sticking to her guns that she doesnt believe this audience would get much outta blogging.