Comments on: Truth forward, but to where? http://www.blogenberg.com/2007/04/16/truth-forward-but-to-where/ Fair and Unbalanced: In the Head of a DC PR Shop Thu, 28 Aug 2008 11:47:46 +0000 http://wordpress.org/?v=2.1 By: Jim Durbin http://www.blogenberg.com/2007/04/16/truth-forward-but-to-where/#comment-7 Jim Durbin Tue, 17 Apr 2007 11:31:05 +0000 http://www.blogenberg.com/2007/04/16/truth-forward-but-to-where/#comment-7 I think you're right, though you're going to fight a tough battle as other PR pros will howl and scream at the thought that the easy part of the job (sending out press releases to their contacts) is going to be replaced with the very difficult of building communities of interest one-by-one. It comes down to control. The only things we can control are our personal interactions with other people, and that's the basis of social networking. If we do a good job being personal, our connections expand and our message gets more play in the extended network of our connections. Good for you for stepping up. My question is how do you quantify and bill for that time? Is time spent talking to a blogger the same value as talking to a friendly reporter? Is writing a blogpost the same value as writing an editorial? The effect of some social networking and some blogposts is greater than the mainstream press, but the vast majority are not even close to as influential. The infrastructure and the expectations are behind the elite, which while changing, still has a huge advantage. But a 5-10 year time frame is about right. As businesses start enjoying real success, the movement to smaller, more targeted groups will make sense. I think you’re right, though you’re going to fight a tough battle as other PR pros will howl and scream at the thought that the easy part of the job (sending out press releases to their contacts) is going to be replaced with the very difficult of building communities of interest one-by-one.

It comes down to control. The only things we can control are our personal interactions with other people, and that’s the basis of social networking. If we do a good job being personal, our connections expand and our message gets more play in the extended network of our connections.

Good for you for stepping up. My question is how do you quantify and bill for that time? Is time spent talking to a blogger the same value as talking to a friendly reporter? Is writing a blogpost the same value as writing an editorial?

The effect of some social networking and some blogposts is greater than the mainstream press, but the vast majority are not even close to as influential. The infrastructure and the expectations are behind the elite, which while changing, still has a huge advantage.

But a 5-10 year time frame is about right. As businesses start enjoying real success, the movement to smaller, more targeted groups will make sense.

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