Thursday, March 09, 2006

Power of blogging... again.

My good friend and co-conspirator here at the Krew, Donna Tocci, sent me a Kryptonite press release today. Why? Because she feels that I am an influential blogger within the cycling industry and community. In her own words, Donna says, "Interestingly, I've sent this release to bloggers before the 'traditional' media. You, Chris Lesser and Jonathan were the first folks to get the release. I wonder how many companies can say that?" I wonder too...

I have been seeing lots of recent conversations about the blending of Mainstream Media (MSM) and bloggers. Shel Israel has a great commentary about newspapers, Media Orchard has a great piece about newspapers and MSM outlets and Philip over at Spinopsys has a great one about blogs versus corporate websites. All have very solid points and are very good reads.

As the world of blogging grows (at an amazing rate too) and matures, more and more people like Donna will be doing what she decided to do today; circulate news to bloggers first because of the immediate and viral distribution of the information. Donna's a smart, smart woman and knows a thing or two about the power of blogs. Donna knows that getting news to the right people (MSM people or bloggers) makes a difference. The right people with your news can give the news that much more credibility and then the news becomes that much more impactful. I'm hoping she thinks I can do good things with her press release. I will certainly try...

Without stepping up on my blogging soapbox, yet again, it is important to reinforce the idea that blogs, bloggers and blogging can be very effective tools. Ignoring them can be damaging, as well as just plain silly. As the conversation on Spinopsys points out as well, blogs can be a very effective corporate tool for a brand. I won't even go into details (again) about my own blogging strategies, but it is becoming more and more accepted that corporate blogs can be very effective tools. I don't personally see the new corporate blogs replacing corporate websites. I see them serving two distinct purposes; the blog is the avenue for the voice and passion of a brand or product, whereas the website serves as the primary source of specific information and corporate mission statement. The two can blend almost seamlessly into a very powerful and effective voice.

Now, Donna, I'll get rolling with your press release...

Tim Jackson
Chief Kool-Aid Dispenser

Posted by Tim Jackson at 10:30 PM


  1. Blogger Yokota Fritz posted at 11:36 AM  
    Have you seen the commentary about Wal-Mart doing the same thing? Their marketing folks have developed relatioships with several bloggers. I touch on the topic here, but because Steve Rubel's employer does the PR for Wal-Mart he's taken a lot of heat because he wasn't critial of the practice.

    I realize there's a huge difference between Wal-Mart and Kryptonite. Wal-Mart is the definition of the huge, faceless corporation. Kryptonite is tiny by any measure, but even they were faceless (to me) before Donna started blogging and participating.

    But what happens when faceless Wal-Mart acquires a face through blogging, even if the blogs are professionally written by PR folks? Do they become less evil or more evil?
  2. Blogger Tim Jackson posted at 12:13 PM  
    Good points made.

    The topic of PR folks writing blogs has come up a lot lately too. The general consensus is that it isn't being looked upon all that favorably. I mean, we all know it already happens, but the public tends to get creeped out by the idea when those "blogs" are exposed for what they are- company funded propaganda machines.

    We'll have to see where this all shifts to.
  3. Anonymous Anonymous posted at 5:19 PM  

    blogs are 'new' now but they will end up in the same place as previous attempts at 'new' marketing ideas.
  4. Anonymous Anonymous posted at 9:56 AM  
    Blogging power is getting stronger as time grows. These were great articles , but it will be interesting to see how blogs hold up over time.

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