Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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The Disruption Of PR

Tom speaks to the disruption of PR by blogging and search. He couldn’t be more right. I speak to many PR people on the impact of blogging on communications. Most view it as an overlay to traditional communications. It isn’t.

While there is a clear case for viewing blogging as complementary to PR, you can really only hold that point of view from the shoes of a PR person. When standing in the shoes of a CMO, it is a very different view. As you look to optimize spend for awareness and lead flow – and juggle priorities such as shortening the sales cycle – you become acutely aware that PR is yet another budget area that should be cut in favor of new communications tools.

Tom focuses heavily on the economics of the new mediums: “You can get a company message out to your potential customers far more cheaply and far more effectively through the blogging medium.” While these are significant factors – especially the fact that your message is unfiltered – others to consider include the utility of the medium. If I want to reach my audience, I just blog. It takes about a tenth of the time to blog as it does to craft a release, liaise with an agency, pitch media…. Other factors include the ability to quickly repurpose content (our eZine at LogLogic is essentially a packaging of blog content – we get lots of positive feedback); and, the ability to quickly activate a dialog.

Blogging represents a dramatic shift in the method and economics of reaching audiences. Similarly, Search has an equally dramatic impact on audience reach and awareness. Combined, they are very disruptive forces to traditional media and analyst relations.

One Response

  1. By Tina Lang-Stuart on March 8th, 2006 at 11:49 am

    Andy: Doesn’t the Wal-Mart-Edelmann debate show that PR and blogs can’t be separated? Can’t one become a tool for the other? And I don’t believe it’s as easy as “I just blog”. You can get burnt in the blogosphere if you don’t play by its rules. As almost everything in life, blogging also takes practice. And companies (see again Wal-Mart) will turn to PR pros for help and advice. Agreed, their advice might not always be good, but it’s natural for companies and their CMOs to ask communicators about this new medium.

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