Should a PR Agency rep leave blog comments on behalf of a client? Yes!!!
October 8th, 2007 by Doug
In talking about engaging bloggers in PR, we are often cautioned about astroturfing, i.e. posting while pretending to be someone else such as a happy customer fighting off criticisms of your client.
But what about posting — as the PR person? It seems to go against the idea of the PR person being in the background and the official client spokesperson doing all the official client spokespersoning. So, I have often been reluctant to do so, preferring to identify conversations where the client should jump in on their own.
But– yes, we should be doing it! There are a few ground rules, of course:
- Knowledge and consent of the client: Just as we all need to stay “on message,” there is a difference between posting on behalf of a client and “going rogue.” Get in sync with your client’s message, and then get out there!
- Be you — don’t pretend you are who you are not: It’s ok that you are not directly employed by the client. You are an agent, and in some sense, a “contract employee,” charged with, well, relating to the public. I have even used the words “I am a PR flack for xxx” when that tone is warranted.
- Don’t just shill, be helpful/thankful/thoughtful: To shill is to be shrill; you will get tuned out, mocked, even banned. I’m not saying don’t advocate for you client; that’s what you are there for. But do thank bloggers for writing about your client/comapny or product. Plus, add helpful bits of info: “The new version of the software addresses your concern,” or “here is where you can contact someone with further questions.” This is exactly what I did just last week.
- Add to the conversations–ALL of them: This is nothing new: be on the blogs where you would like to be, and leave genuine comments on the topics at hand. When you build up the credibility of being a regular participant, it makes the blogger nad her readers all the more receptive when the opporutnity to mention your client arises. In reality, this is easier said than done. Too many blogs, not enough time. So, pick your spots and your blogs. No need to be a pest anyway.
- Follow your comments and the responses, and keep it going: Use a tool like coComment (though to be honest I am still trying to figure out how to get it to work the way I need it to), or simply subscribe to the comments thread via email or RSS. A single comment does not make a conversation. At best, others will comment on the blog– not just the poster– and start a real dialogue.
OK, a lot of this is common sense. How do you approach this issue? Do you post on behalf of clients? Why? Why not? When? How?
This entry was posted on Monday, October 8th, 2007 at 8:01 pm and is filed under Blogging, PR, Tips & Tricks. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
October 9th, 2007 at 12:18 am
Should you post on behalf of a client? Of course, just be honest.
Here’s one that worked, first the comment, then the response from the reporter.
http://www.businessweek.com/the_thread/techbeat/archives/2005/12/best_way_to_pos.html
http://www.businessweek.com/the_thread/techbeat/archives/2005/12/an_amazoncom_ch.html
October 9th, 2007 at 8:16 am
Just to make it a little easier to click,
first link from Josh and
here is the second.
October 9th, 2007 at 9:21 am
Dough,
Good points, thanks for sharing. Two truths 1) It IS common sense and 2)it IS scary at first. We’re so touchy about bloggers taking things the wrong way. But open, honest communication is not astroturfing, it’s conversing. Doing it on a client’s behalf is what you do; whether that conversation is at the ball park, on the phone or online. And again, transparency, transparency, transparency.
Also - and here I am shilling - Toby Bloomberg is hosting a talk about astroturfing and social media marketing tonight on her Diva Marketing talks show today at 6:30pm ET with Shel Israel and Geoff Livingston. Disclosure: I work for BlogTalkRadio.
Thanks again!
October 9th, 2007 at 9:34 am
Now, there’s some contextual PR for you. Thanks, Luke– actually a good example of what I am talking about.
October 9th, 2007 at 12:40 pm
Um. A good example of a good example or a good example of a bad example?
October 9th, 2007 at 12:45 pm
Good point: a good example of a good example, goodness knows.
October 11th, 2007 at 3:54 pm
Thanks for cleaning up the links Doug, should have used TinyURL.
October 11th, 2007 at 5:20 pm
It’s not Tiny URL, you can just use html tags to hyperlink any text. This blog allows it. I understand why others don’t but I like this ability.
October 12th, 2007 at 12:14 pm
If the only comment(s) on a thread are from the PR person / firm … don’t you think that can negatively impact how other readers view the article? I’ve read stories and seen “on message” cheerleading comments from the vendor and been somewhat put-off by it. I think it can be thin ice …
October 12th, 2007 at 12:35 pm
I’m not advocating “on message” cheerleading” so much as posting helpful comments that provide answers to questions, add something new, or even just contribute to the conversation.
I agree it’s thin ice, because open floodgates will bring with it tons of bad behavior. But that doesn’t mean those who do it right should refrain.
October 12th, 2007 at 12:46 pm
I’ve been frequently mystified by the client stories that do get comments, and those that don’t. Sometimes there’s a piece of coverage that’s so controversial that you really anticipate a flood of comments that never arrives. And other times, a piece of news that you consider pretty mundane gets all sorts of follow-on discussion.
October 12th, 2007 at 1:22 pm
there’s another story in here– what log posts/online stories actually get the client traffic, and what ones don’t? One client has been monitoring that, and the results are not always what you might think.
Gotta flesh out this idea, but could be a separate blog post.