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Blog Bits - Week of December 12th

With 2005 quickly drawing to an end, this seems to be the week to post about case studies in the marketing and PR world, and see what lessons can be learned from them. The Kryptonite Lock PR case study has become a classic, especially for those preaching the importance of media analysis and the convergence of MSM and CGM.  In this interview you have the opportunity to hear the other side of the story from Donna Tocci, Public Relations Manager for Kryptonite.  Not only does this interview give another perspective on the case, but the comments made by the readers also add insight.  Tocci agrees that, “companies absolutely need to keep track of the blogosphere,” but the most important conclusion made is that the time you have to react has significantly decreased in the PR and marketing world. 

When Tocci was asked what she would change if she could go back in time, she answered that “there is no way for a company to answer all of the individual blog posts or forum posts during a crisis. No way. There isn't enough time in a day. Having your own blog or even a website that is easy to change information on, like we do, is a way to get out some information, but just like the traditional media, everyone wants their own quote that is unique to their blog or news coverage. Just like you! That is also why companies need to do the research I mentioned above now, before a crisis. Know who the influential bloggers are in your space and start a conversation. Create a relationship or two or ten.”

Another lesson for the PR world is that of SunnComm Technologies. Taking a look back to October 2003, Ben Silverman wrote about PR hits and misses. Here he highlighted Sunncomm, the company that works on DRM protection for music CDs. In brief, “a graduate student at Princeton found two easy ways around the copyright protection software, which is supposed to make it impossible for consumers to copy the CD and illegally distribute it. The grad student wrote a paper about the holes in the software -- one way to disable it is by holding down the "shift" key for a few seconds -- and posted it online.” Jeremy Pepper at POP! PR Jots takes a look at the current situation of SunnComm and suggests some much needed improvements.

When looking for information, one of the first places I usually go to is www.wikipedia.com.  The concept is unique, having a free content encyclopedia that is collaboratively written worldwide in over 200 languages.   According to a story published this week in the journal Nature, Wikipedia is about as good a source of accurate information as Britannica, the venerable standard-bearer of facts about the world around us. Britannica as a whole came out looking a bit more accurate than Wikipedia (That averages out to 2.92 mistakes per article for Britannica and 3.86 for Wikipedia ) but regardless, the Nature study shows validation of the fundamental structure of Wikipedia.

Posted by Jeri Weaver on December 19, 2005 at 09:57 AM | Email this post Permalink

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