Protecting Reputations in the Age of Blogs For PRSA Houston Presented February 2008

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

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

In late 2006, where blogs fit into PR was still not well understood

In late 2006, where blogs fit into PR was still not well understood

The Backstory: NOKA Chocolate Tiny start-up New concept of luxury chocolate Sent shock waves through industry

Tiny start-up

New concept of luxury chocolate

Sent shock waves through industry

Not your typical chocolates

Emphasis on purity and experience

The Backstory: The Blogger Food critic blogger Skeptical of company’s value proposition First posted critique in 2004 Spent many months researching

Food critic blogger

Skeptical of company’s value proposition

First posted critique in 2004

Spent many months researching

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

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

TICK TOCK TICK TOCK

Please stand by for this important message

Please stand by for this important message

Americans who have a blog 8% Source: Synovate marketing research, www.synovate.com

8%

Americans who read a blog daily 15% Source: Synovate marketing research, www.synovate.com

15%

Americans who read a blog monthly 28% Source: Synovate marketing research, www.synovate.com

28%

Americans who read a blog less than once per month 39% Source: Synovate marketing research, www.synovate.com

39%

Journalists who check a blog list regularly 69% Source: Brodeur, 1/8/08

69%

Journalists who read blogs at least two to three times per week 57% Source: Brodeur, 1/8/08

57%

Journalists who spend more than one hour per day reading blogs 21% Source: Brodeur, 1/8/08

21%

Journalists: blogs have a significant impact on editorial direction 51% Source: Brodeur, 1/8/08

51%

We now rejoin your presentation already in progress

TICK TOCK TICK TOCK

“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

In mid-December, the blogger began posting what ultimately was a 10-part series

Blogger proactively posted links to story on relevant forums

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

Because of the unusually exhaustive nature of the investigation, word spread organically

Picked up by BoingBoing, Slashdot, Digg and other influential sites

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

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

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

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

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

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

School of Hard Knocks Before even being engaged, we tripped Posted personal opinions to other blogs Others questioned independence, fueling speculation of “flogging”

Before even being engaged, we tripped

Posted personal opinions to other blogs

Others questioned independence, fueling speculation of “flogging”

Disclosure is HUGE Issue Online I had no interest when comments were posted Later involvement complicated things Bloggers jumped on it

I had no interest when comments were posted

Later involvement complicated things

Bloggers jumped on it

“ DPK Public Relations: Caught With Its Hand in the Chocolate Jar?” “ Oh this is beautiful; small business PR dilemma at its best.”

“ DPK Public Relations: Caught With Its Hand in the Chocolate Jar?”

“ Oh this is beautiful; small business PR dilemma at its best.”

Sought Expert Counsel Needed to distance client from questions about our actions Opened online discussion about ethics of posting comments

Needed to distance client from questions about our actions

Opened online discussion about ethics of posting comments

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.”?”

“ 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.”?”

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.”

Step One Accomplished Channeled all discussion about our actions to our Web site Succeeded in distancing the client That distraction was over

Channeled all discussion about our actions to our Web site

Succeeded in distancing the client

That distraction was over

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

To protect and enhance the brand’s reputation

To capitalize on exposure to build positive awareness of brand

To drive demand for products

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

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

Blogs mentioning company BoingBoing Issued Statement

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

Once our message was out and discussed, the pressure subsided

We aggressively worked to tell the positive story with a series of news releases

Step Two Accomplished Positive stories were placed: USA Today Inc. Magazine Fort Worth Star-Telegram Forbes.com Dallas Morning News INDULGE

Positive stories were placed:

USA Today

Inc. Magazine

Fort Worth Star-Telegram

Forbes.com

Dallas Morning News

INDULGE

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

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

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

The Dallas Morning News began its own investigation

Welcomed reporter and videographer for all-access half-day emersion

Succeeded in turning the story around

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…”

“ 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…”

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.”

“If you are still seeking the perfect gift for Valentine’s Day, have you considered NOKA?”

…(the owners) took umbrage at the attack.”

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…”

“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…”

Step Three Success Record breaking Valentine’s Day International expansion unscathed Emphasis on price attracted luxury buyers

Record breaking Valentine’s Day

International expansion unscathed

Emphasis on price attracted luxury buyers

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

Often driven by passionate enthusiasts

Be considerate and responsive to requests

Cultivate relationships, but be careful

Conspiracy theories, rumors and speculation common

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

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

Download this presentation www.dpkpr.com Also, credit for the Blog Song: Wilbur Sargunaraj www.youtube.com/wilbursargunaraj DPK Public Relations 832-467-2904 214-432-7556 [email_address]

Download this presentation

www.dpkpr.com

Also, credit for the Blog Song: Wilbur Sargunaraj

www.youtube.com/wilbursargunaraj

DPK Public Relations

832-467-2904

214-432-7556

[email_address]

Protecting Reputations in the Age of Blogs For PRSA Houston Presented February 2008