Today I found out the results of my CIPR Diploma CRT (Critical Reasoning Test) and was delighted to find out I passed with a distinction.

I was a bit hesitant to post my assignment on my blog before receiving the results for fear that it wasn’t any good but now I can share my work without worrying so much. I am sure that there are many people who have an opinion on the role of PR in the blogosphere and may disagree with some of the viewpoints in my assignment so feel free to share…

There is an increasing number of individuals and organisations entering the “blogosphere”, where reputations are played with by almost everyone, from anonymous mischief makers to the openly concerned. Your CEO has heard that her name has been mentioned in an anonymous blog and she wants to retaliate.

Before you advise her as to what is best to do, write yourself a reflective paper about public relations and the “blogosphere”.

The 21st century has seen the development of many new communications tools on the internet, and a massive rise in the number of people publishing content online. Web applications such as blogs, wikis and social networking sites have become increasingly popular, and faster broadband connections have made access to these tools more widely available. These advances in digital technology, and the new audiences they bring present fresh challenges for public relations and prompt us to reconsider more traditional theories of public relations as well as assessing the challenges and opportunities that these tools present. This paper is designed to reflect on some of these existing theories and their application to the blogosphere, consider possible applications of the tool in PR, and analyse case studies demonstrating good and bad practice. In order to give a broad consideration of PR and the blogosphere, it may not be possible for a thorough analysis of all aspects of theory relating to blogging, but the flowing discussion should provide greater understanding of the blogosphere and it’s relevance to public relations.

Blogs are a relatively new phenomenon, popularised during the early 21st century. A blog (or web-log) is a regularly updated journal published on the internet (Technorati). In their strictest sense, they are used primarily to log and record other interesting sites that the blogger has visited on the internet by using links and providing commentary (Jensen, 2003) although Jensen realises that today, blogs are more than just online records. Blogs provide opinion, commentary, criticism and a platform for bloggers publish and share their ideas. It is this network of blogs and bloggers that collectively form the ‘blogosphere’ – the interconnected community of bloggers who read and respond to blogs. Technorati internet search engine for blogs is currently tracking 112.8 million blogs with over 175,000 new logs each day. Bloggers update their blogs regularly with over 1.6 million posts per day or over 18 updates a second (Technorati). These figures demonstrate the sheer scale of the ‘blogosphere’ and whilst blogs may be relatively simple to understand, the blogosphere is a much more complex network of interconnected commentators, where interests can be shared, topics debated and individuals can become part of a ‘huge networked conversation’ (Brady, 2005).

Since they are a fairly new technology, PR practitioners and organisations are still exploring the possible applications and implications of blogs. Porter et al. (2007) identify three categorizations of blog use among practitioners: routine information and research, interactive blog communication, and issues identification. Porter et al suggest various potential uses for blogs in PR including issues management, relationship management, environmental scanning and other key PR functions. Whilst these specific functions demonstrate possible uses of blogs in PR, they do not outline the different ways that PR can engage with blogs: These can be crudely split into writing (and commenting) and monitoring (or ‘lurking’). A PR practitioner could write a personal blog, they could blog on behalf of their organisation, or they could counsel other representatives of the organisation (i.e. the CEO) to blog. They could also be active in commenting on blogs and responding to other people’s entries. Alternatively, PR practitioners may use blogs to track public opinion and attitudes and monitor the informal communications that take place around the organization. These different applications of blogs all require different considerations of public relations theories.

Access to new technologies and the availability of web publishing tools has introduced two fundamental changes for communicators and audiences: who provides information and how audiences get the information they need (Holtz, 1996, cited in Springston, 2001). For the first time, independent publishing may have just as much of a chance at reaching the public as corporate media (Bremner, 1998, cited in Springston 2001) but with so many sources of information available online, it can become hard for the public to find the information they need, and more importantly, guarantee its reliability. The challenge here for communicators is in ensuring that their message is heard amongst the other ‘unofficial’ voices on the web.

The participation inequality amongst internet users may put a different dimension on some of the considerations within this paper. A survey of online communities showed that 90% of users are ‘lurkers’ who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action (Nielsen, 2006). Nielsen suggests that participation rates for blogs are even lower at 95-5-0.1. These figures do not mean that blogs are negligible in their impact and influence; instead it means that whilst we should be aware of who is contributing to blogs, we should also be aware of those who read but do not contribute. It could even be said that these ‘lurkers’ pose more of a threat to PR as we cannot track their attitudes and do not know where they then pass on information gathered from blogs.

If we consider systems theory, many models of communication show the PR practitioner as a communication gatekeeper or boundary spanner. Advances in technology effectively reduce the control of the communication gatekeeper allowing anyone with the technology to access and distribute information. This transforms the sender-based communication model to a receiver-based model (Springston, 2001). The predominant model of linear communication systems (source – message/medium – receiver – effect (+ feedback) as analysed by Fawkes and Gregory (2000), sees the PR practitioner primarily as a distributor of information. December (1996) and Phillips (1999) go on to describe the ways a message can be communicated via the internet. Phillips categorization identified; one-to-one (i.e. email); one-to-many (i.e. websites, including blogs); and many-to-many (i.e. chat rooms and the blogosphere). The internet makes it harder for PR practitioners to target specific stakeholders with tailored messages – information published online is generally accessible to wide audiences although some restrictions can be applied to publish information on intranets or restricted access websites however the interactivity of the online community means that security is hard to guarantee (Fawkes and Gregory, 2003).

Online communication tools provide greater capability for two way communications amongst a “more globalised, plural, postmodern society which is increasingly difficult to stereotype” (Mackey, 2003). The dialogues that these tools allow are in keeping with the rhetorical theory of communications allowing individuals or organisations to put forward their viewpoint for discussion amongst publics. Heath (2001) supports the rhetorical process as the primary perspective through which PR should be viewed: “Through statement and counterstatement, people test each other’s views of reality, value and choices relevant to products, services and public policies”. Skerlep (2001) also advocates the rhetorical approach as it allows multiple viewpoints to be given on situations, allowing the PR practitioner and audiences to arrive at the ‘truth’; “The ‘truth’ can only be reached through argumentative dialogue that reveals which of the participating parties has better arguments” (Skerlep, 2001). There are a number of criticisms of the rhetorical approach which apply to the blogosphere: It may be difficult for the public to determine what is fact and what is truth; there can be problems reaching a consensus over some complex issues; the public may not wish to engage in a dialogue; and there may be lack of access for people who do wish to participate in the dialogue.

Whilst it is clear that blogs allow two-way communication, publics must receive some assurance that the feedback posted on blogs will be considered and not dismissed by the organisation. If we consider Grunig and Hunt’s models of communication, we can recognise the blog within the two-way symmetrical model of communication although the degree to which the ideas, attitudes or behaviour of the organisation is prepared to change could be questionable. This leads us to consider whether the PR practitioner should blog on behalf of the organisation, or is there greater value in publics having access and insight into the organisation through the CEO? Horton (2002) warns that “PR practitioners are spokespersons for others and not for themselves. They do not have the freedom to speak out about company and marketplace issues without checking with those who have direct control over these areas”. The CEO of an organisation does not necessarily have direct control over these areas, but it could be argued that they should have a greater awareness of the company and marketplace issues than the PR practitioner. This would put the CEO in a better position to blog on behalf of the company however a recent report in USA Today (05/09/05) states that “CEOs refuse to get tangled up in messy blogs”. Journalist, Del Jones suggests that a blog by a CEO would “slice through traditional media gatekeepers and bring him or her unedited to the desktop of customers, employees, Wall Street analysts and competitors” (USA Today, 05/09/05). Whilst many companies encourage blogging below the CEO level, CEOs are reluctant to get involved themselves. Can CEOs be expected to shake off their professional image and reveal their personal views in an online record? And would PR practitioners want this level of attention on their CEO on a daily basis? As Tesco’s US Marketing Director, Simon Uwins demonstrated, even senior directors can attract more attention than is perhaps warranted from their blog.

A recent blog post on Simon Uwins ‘Fresh and Easy’ blog was blamed for a drop in Tesco plc’s share prices (Finch, 2008). The blog entry stated that Tesco’s much-hyped convenience store chain was calling a three month halt to its opening programme despite a schedule to open 200 stores by the end of October 2008. According to Uwin, the reason for the delay is to allow Fresh and Easy to “kick the tires, smooth out any wrinkles, and make some improvements that customers have asked for”. Whilst this seems a great PR message in terms of two-way communication and responding to customers comments, the deceleration in progress of the stores had a negative impact on share prices and prompted some bad publicity for both Uwins and Tescos. Uwins could probably not have predicted the impact that his blog comments would make – especially with so many positive messages also reinforced in his blog. This demonstrates the dangers of not thinking through the consequences of using the internet for every specific communication situation (Fawkes and Gregory 2000). Whilst this example demonstrates how organisations and representatives can reveal too much in a blog, the following example from Jeff Jarvis shows the consequences when an organisation has no awareness of the blogosphere.

In June 2005, Jeff Jarvis used his blog (buzzmachine.com) to vocalise his “critical consumer opinion” of Dell and “warn off other unsuspecting customers” when he was dissatisfied with the product and customer service he received. His blog post ‘Dell lies. Dell sucks’ became a place where dissatisfied Dell customers vented their frustrations by posting comments and linking from their own blogs. Jarvis’ message spread fast amongst the disgruntled consumers, but was not picked up by Dell. An email to Dell’s marketing department, chief marketing officer and US Vice President finally prompted a satisfactory response from Dell, but this response can not rectify the damage to Dell’s reputation following this ‘consumerist nightmare’ and the 253 comments received on the blog post, the innumerable people who have read the blog post and the press coverage that the saga provoked. For Jarvis, his experience is an example of ‘customer relations in the new age’. According to Jarvis “now consumers don’t just consumer. We spit back. We have our own printing presses”. PR practitioners should use this example as a warning of the impact and power of the blogosphere when many voices unite. Jarvis’ final communication with Dell offered a few pieces of advice that PR practitioners may wish to consider: “Read blogs… search for what people say about your brand… Don’t think of bloggers as strange beasts blathering, but as people, just customers”; “Talk with your consumers” – a Dell PR executive said that Dell’s blog policy was ‘look but don’t touch’ which Jarvis took as ignoring customer opinion. And finally “Blog. Show that you are open and unafraid to engage your public”. Dell have since amended their blog policy.

It is clear from these two examples that PR practitioners should have an awareness and an understanding of blogs before attempting to use them. Whilst this paper has analysed some of the possible applications of blogging to public relations and has considered some traditional theories in relation to these new communication tools, there are other considerations that PR practitioners should make before entering the blogosphere. The example from Simon Uwins Fresh and Easy blog warns us of the pitfalls of blogging, but there can also be legal pitfalls. The Wall Street Journal (31/08/05) reported a case where a blogger faced a lawsuit over comments posted by his readers. The comments were not made by Aaron Wall, the defendant, but since they were published on his blog, he was sued for alleging defamation and publication of trade secrets. This raises the question of who regulates blogs and information published online? This is not a new question for public relations on the world wide web, but a question that should be considered before venturing into the territory.

Further considerations and challenges for PR practitioners should include finding the right tone and voice for a blog. Traditionally blogs have been informal reflections or opinions and if they are to be used as corporate mouthpieces, they should not necessarily assume a corporate tone. Randy Baseler, Vice President of Boeing and corporate blogger said he must be “somewhat cautionary to make sure my blog has the culture, tone and feel of the company” (USA Today, 05/09/05). Dependent on the profile of the blogger, it can also take time to establish a readership for a corporate blog, and this can also be dependent on the tone and content of the blog. The uses and gratifications model of communication (Blumler and Katz, cited in Fawkes and Gregory, 2000) assumes that audiences will seek out content on the internet, rather than just receiving it and publics will “switch channels” if they fail to deliver what is expected (Fawkes and Gregory, 2000).

This paper has considered the scope of blogging, its relevance to traditional theories of public relations and communications and has considered some case studies with examples of good and bad practice from which PR practitioners should gain a more thorough understanding of what is appropriate in the blogosphere. Some academics would argue that blogs may be contributing to a sense of ‘information overload’ (Springston, 2001), and participation theory leads us to wonder at the impact blogs really make but case studies from Dell and Fresh and Easy show the potential threats within the blogosphere that public relations should be prepared for. Blogs, however, are just one aspect of what can be termed “World Live Web” – “the dynamic an always-updating portion of the Web” (Technorati) which includes user-generated content such as photos, videos, audio and blogs. PR practitioners should be familiar with all of these aspects of new media as they all continue to contribute to networked communities talking about products and services.

Expectations from media, clients and audiences about new technologies are placing increasing pressure on public relations practitioners to increase their use of new technologies (Lordan, 2001). Whilst new technologies won’t replace traditional tools used in public relations the cost to PR practitioners in not using these tools will be in losing their competitive edge to those who have mastered new technology (Anderson and Reagan, 1992 cited in Lordan 2001). As advice to PR practitioners considering entering the blogosphere, Porter et al (2007) suggest an evolutionary approach in which “Practitioners begin using blogs routinely for informational purposes – seeking out alternative viewpoints, the latest news and experimenting with blogs for research purposes. Then use shifts to a more professional – albeit passive – orientation. This issues identification factor allows practitioners to continue to use blogs for information but in a more strategic and professional manner. The final step in the evolution of blog use is to begin engaging in two-way communication.” Whilst this model will not apply to all PR practitioners who use blogs, it does emphasise the importance of a familiarity with and a knowledge of blogs and the blogosphere before being able to use the tool for strategic and purposeful two-way communications.

WORD COUNT: 2,695

References

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