Many companies choose to take shelter during economic storms, riding them out by reducing expenses, cutting staff, and sticking to core markets. They wait for things to turn around before thinking about expansion. According to a recent report from Accenture, that may not be the best approach.
When is the last time you called your stockbroker for advice on a medical problem? Surprisingly, many executives make the same type of mistake when they retain consultants on jobs for which they are not qualified. This seems to be especially true when it comes to public relations.
In a previous newsletter (see article “Pitching Blogs”), we discussed the opportunities inherent in the interactive Web medium. Taking the interactive approach to the next level, many companies are now finding an active community of participants through their own Web pages.
A recent article in Ragan's Media Relations Report noted the new opportunities and potential pitfalls of pursuing PR through Weblogs.
In the article, Trylon Communications President Lloyd Trufelman made several points regarding the emergence of blogs in media relations. Trufelman compared the Internet to AM radio as an outlet for people to influence opinion and introduce topics of interest. Saying you don't pay attention to blogs, he noted, is like saying you don't pay attention to the newspaper.