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Presentation to the Houston Chapter of the Public Relations Society of America delivered on February 6, 2008.
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Protecting Reputations in the Age of BlogsFor PRSA HoustonPresented February 2008
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As the youngest of three brothers…
• Used to being blamed for all bad things
• Survival required quick decision-making
• Realized early that in times of trouble, either I communicated or was beat up
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In late 2006, where blogs fit into PR was still not well
understood
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The Backstory: NOKA Chocolate
• Tiny start-up• New concept of
luxury chocolate• Sent shock
waves through industry
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Not your typical chocolates
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Emphasis on purity and experience
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The Backstory: The Blogger
• Food critic blogger • Skeptical of
company’s value proposition
• First posted critique in 2004
• Spent many months researching
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Who reads blogs, anyway?
• Contacted business to seek e-mail interview
• Followed up with 20 questions
• Company did not respond
• Blogger followed up Oct. 21, Nov. 13 and Nov. 29
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TICK TOCK TICK TOCK
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Please stand by for this important
message
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Americans who have a blog
8%Source: Synovate marketing research, www.synovate.com
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Americans who read a blog daily
15%Source: Synovate marketing research, www.synovate.com
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Americans who read a blog monthly
28%Source: Synovate marketing research, www.synovate.com
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Americans who read a blog less than once per month
39%Source: Synovate marketing research, www.synovate.com
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Journalists who check a blog list regularly
69%Source: Brodeur, 1/8/08
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Journalists who read blogs at least two to three times per week
57%Source: Brodeur, 1/8/08
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Journalists who spend more than one hour per day reading blogs
21%Source: Brodeur, 1/8/08
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Journalists: blogs have a significant impact on editorial direction
51%Source: Brodeur, 1/8/08
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We now rejoin your
presentation already in progress
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TICK TOCK TICK TOCK
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“A Cautionary Tale” – Dallas Morning News
• In mid-December, the blogger began posting what ultimately was a 10-part series
• Blogger proactively posted links to story on relevant forums
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• Because of the unusually exhaustive nature of the investigation, word spread organically
• Picked up by BoingBoing, Slashdot, Digg and other influential sites
“A Cautionary Tale” – Dallas Morning News
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BoingBoing, Slashdot and Digg
• Major role in driving blog content
• Feature user-submitted links to interesting blog posts
• BoingBoing and Slashdog feature editor evaluated sites with summaries
• The AP for bloggers and Web surfers
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BoingBoing, Slashdot and Digg
• If you hope to get attention, proactively submit your link
• If you’re hoping something just fades away or doesn’t get noticed, you don’t want to see any of these pick up the story
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I think we have a problem
• In the days that followed, hundreds of blogs posted stories about the series
• More than 2,000 Web sites linked to the series
• That’s when we got involved
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School of Hard Knocks
• Before even being engaged, we tripped
• Posted personal opinions to other blogs
• Others questioned independence, fueling speculation of “flogging”
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Disclosure is HUGE Issue Online
• I had no interest when comments were posted
• Later involvement complicated things
• Bloggers jumped on it
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“DPK Public Relations: Caught With Its Hand in the Chocolate Jar?”
“Oh this is beautiful; small business PR dilemma at its best.”
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Sought Expert Counsel
• Needed to distance client from questions about our actions
• Opened online discussion about ethics of posting comments
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Flying Aqua Badger Wrote…
“What is Dan supposed to do to tidy up? Go to all those blogs again and post a subsequent comment saying “at the time of posting my original comment I was not representing
NOKA but now I am. This is just to present you with the facts.”?”
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That’s Exactly What I Did
“As I write this comment I am engaged as a PR person
representing NOKA. The original comments were written prior to that and reflected my personal opinion. However, facts are facts and that makes it worthy of an update.”
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Step One Accomplished
• Channeled all discussion about our actions to our Web site
• Succeeded in distancing the client
• That distraction was over
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Client PR Plan Objectives
• To protect and enhance the brand’s reputation
• To capitalize on exposure to build positive awareness of brand
• To drive demand for products
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Client PR Strategies
• Embrace the key aspect of blogger’s critique and make it “ours”
• Be more open than ever• Quickly respond to all
opportunities• Proactively get other
positive messages out
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Blogs mentioning company
BoingBoing
Issued Statement
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Step Two Accomplished
• Once our message was out and discussed, the pressure subsided
• We aggressively worked to tell the positive story with a series of news releases
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Step Two Accomplished
• Positive stories were placed: USA Today Inc. Magazine Fort Worth Star-Telegram Forbes.com Dallas Morning News INDULGE
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So Why Do Blogs Matter?
• General media watch blogs as early indicators of trends
• The “echo effect”• Blogs can claim valuable
search engine real estate• Online content can have
a long lifespan
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Step Three Begins
• The Dallas Morning News began its own investigation Welcomed reporter and
videographer for all-access half-day emersion
Succeeded in turning the story around
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Dallas Morning News
“It’s a cautionary tale…”
“Some blogging and journalism experts say the controversy demonstrates the impact an online report can have on a company’s reputation…”
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DMN Begat the New York Times
“If you are still seeking the perfect gift for Valentine’s Day, have you considered NOKA?”
…(the owners) took umbrage at the attack.”
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NYT Begat Channel 8
“Pure ingredients and the amount of labor make it expensive.”
“Even the slightest scratch, crack or dent means the particular piece…won’t get past the inspector…”
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Step Three Success
• Record breaking Valentine’s Day
• International expansion unscathed
• Emphasis on price attracted luxury buyers
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Blogs Deserve Attention
• Often driven by passionate enthusiasts
• Be considerate and responsive to requests
• Cultivate relationships, but be careful
• Conspiracy theories, rumors and speculation common
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Lessons to Apply
• Set up Google Alert for name of company, product or executive
• Search Technorati.com at least every couple weeks for chatter
• Always disclose any relevant client relationship online
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Download this presentation
www.dpkpr.com
Also, credit for the Blog Song: Wilbur Sargunaraj
www.youtube.com/wilbursargunaraj
DPK Public Relations832-467-2904214-432-7556
Protecting Reputations in the Age of BlogsFor PRSA HoustonPresented February 2008