Awasu » Animal, vegetable or mineral?
Wednesday 10th September 2003 12:27 AM [General]

My mate Earl raises a few points about my earlier posting about blogging and their possible uses for PR.

Personally, I think that blogging and PR are diametrically opposed to each other. One is very much about controlling information and the other is about letting it go.

I think Earl is missing the point that I was making. The important thing is the flow of information, not whether it is being pushed or pulled, if it's coming in via a browser, an aggregator or email. Blogs facilitate this by creating a new way of disseminating information, one that is very well suited to a fluid, agile exchange of ideas, news and information.

I have already raised the point of the loss of control that publishers will incur by blogging and this is exactly the kind of thing that the public will find appealing. Maybe one day soon, corporate PR departments will set up official blogs as a matter of course, pumping out the company line. But how many people will subscribe and therefore, how effective will they be? There is stuff floating around in the blogosphere right now that suggests that the company with the largest number of bloggers is Microsoft and many of these blogs are popular precisely because they are not "official" blogs, because they present a personal side to the company which is, after all, composed of individual people.

Cross-media activities, guerilla marketing, etc. are already blurring lines that were not so long ago well-defined. Advertising and PR are going the same way. Consider this conversation we are having now, Earl. Two years ago, we would have had it via private email but today, we are having it in public in our respective blogs. People are seeing a side of my company that they would never have been able to before, how I think, the direction Awasu will probably be taking and what we're trying to achieve. They can chip in with their own comments or ask how Awasu fits into all of this. So is this simply a discussion between two people, or advertising, or PR? Or is it a blend of all of the above, something a little more sophisticated?

4 Responses to this post

The Grit and the Glitter of Blogging and RSS
Update on this one at the end. There are at least two approaches to the value of Blogs and RSS feeds in the world. As usual, they seem to be dividing into Push and Pull camps. In the Push camp

When one too many cook...
An interesting discussion is taking place at the moment between Earl of A Networked World, Taka of Awasu.com and James Farmer on the topic of whether RSS feeds and aggregators are a push or pull medium. They are in theory both.

Send for Dr Doolittle - We Found the Pushmepullyou
Tom Morris raises the question about whether or not blogs are push or pull technologies and decides that they are both. He also links to a great raft of examples and comments and whether you agree with his angle or

Marketing As Warfare
Jerry Michalski has a pretty comprehensive post that picks up of some stuff that Taka and I were talking about a while ago. He looks at the language of marketing and advertising and its construction of the business environment and

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