PR Influences

Issue 24, June – July 2006 CONTENTS • • • • • • • •

Comment : Avian Flu Panic or Pandemic?

Measurement: We answer your questions PR & Branding: The Brave New Man Media: Pitching with caution New Media: Are you blogging yet?

Managing PR: For first time PR users Corporate PR: PR News Study Book Review: Naked Conversations

OPINION AVIAN FLU: PANIC OR PANDEMIC? published June – July 2006

By Grant Common Editor Grant has 30 years direct experience in public relations and communication in Australia and New Zealand – as well as directing and managing programs in the UK and USA. He has consulted to Governments, publicly listed companies, industry bodies, marketing organisations, multinationals and not-for-profit organisations.

He is Managing Director of Sydney-based Network PR and as a Fellow of the Australian Institute of Company Directors (having completed the Company Directors Diploma examination) he is also one of the few PR practitioners to have the perspective of the company director.

Getting the balance right in risk communication These days, public relations is a legitimate communication tool used in every form of commercial life, supporting the marketing of products, communicating the merits of Stock Exchange moves for public companies, handling crises and building corporate reputation, to name a few.

But for communication purists, PR really comes to the fore in large-scale public information campaigns, where a whole range of communication tools need to be used to reach a diverse range of audiences. Furthermore, in most instances, the cause is pure and there is a discernable public benefit from being better informed.

But for communication purists PR really comes to the fore in large-scale public information campaigns where a whole range of communication tools need to be used to reach a diverse range of audiences.

However in 2006 for Australia, and most of the developed world, the international information campaign that is in the minds of most communicators is Avian Flu, or what is more commonly known as ‘Bird Flu”.

So what is Australia doing? How are we doing compared with other countries? Has the Government done the necessary groundwork? What is our likely approach? Are we going to inform, educate and arm the public before this pandemic breaks? Or are we going to largely deal with the crisis when it breaks?

Risk and crisis communications models strongly suggest that it is wise to take a proactive and inclusive approach. This includes: •

Showing commitment

•

Providing transparent and consistent messages in a timely manner

•

Acknowledging the uncertainty

•

Involving the public

•

Exhibiting Trust and empathy

Australia doesn’t have to develop its approach in isolation. More thought and discussion has probably gone into how to prepare the peoples of the world for this pandemic than any other similar crisis in the history of mankind.

The World Health Organisation (WHO) has taken the lead with its pandemic planning guides for public health emergencies with some specifically for Avian Flu. WHO sees its role as setting the standard but for each country to interpret its environment and undertake campaigns in the way and with timeframes they are comfortable with.

The World Health Organisation (WHO) has taken the lead with its pandemic planning guides for public health emergencies and some specifics relating to Avian Flu.

The major countries which Australia should model itself against, the US, the UK and Canada, have all done a great deal of background work through their Health Departments in setting up resources, such as websites and developing operational strategies.

However, among these it is the US that has sought to engage the public the most.

In addition to developing Pandemic Guidelines the US has community websites up and running and the Department of Health and Human Services has already developed communication tools using Message Mapping and these are now available publicly for use. http://www.pandemicflu.gov/rcommunication/pre_event_maps.pdf In May this year a US movie shown on the ABC: “Fatal Contact: Bird Flu in America” was a fictitous account of how the pandemic could pan out. The Department of Health and Human Services used this as an opportunity and prepared a Viewer’s Guide with the hope that they could help inform, not panic, the public.

Surprisingly it is our near neighbour - New Zealand - which seems to be leading the world in preparing their public for Bird Flu. Their Ministry of Health (MoH) began their public awareness campaign about Bird Flu in 2005. .

Interestingly, despite this work, a recent US report released by the Trust for America’s Health and the Mailman School of Public Health of Columbia University showed all was not well regarding journalists views on a possible pandemic. Journalists believed there were weaknesses in government planning included unclear government leadership and poor communication with the business community and public on how to maintain day-to-day life during a pandemic.

Surprisingly it is our near neighbour, New Zealand, which seems to be leading the world in preparing their communities for Bird Flu. Their Ministry of Health (MoH) began their public awareness campaign about Bird Flu in 2005. Their campaign included a 10 day TV-based campaign sharing key messages about the importance of planning for an influenza pandemic. Additionally, Radio NZ created a series of public service announcements, website information with guides, FAQs, brochures and posters.

Polling by MoH in November 2005 revealed that 80 percent of New Zealanders had a very high awareness of the possible pandemic. Not to rest on those figures, early this year a nationwide letterbox drop containing information on emergency kits, hygiene and guides to running businesses from home, were disseminated. Avian Flu is very much on the public agenda just three hours from our shores!

However, Australia appears to be taking a more cautious approach to alerting, let alone involving, the public. An Australian Management Plan for Pandemic Influenza was released last June, a critical component of which was the Communication Plan which apparently follows the WHO alert periods and actions phases.

The Australian Department of Health and Ageing has the key role for informing the public and liaising with key stakeholders. Exercise Eleusis, a three day simulation involving ‘lead response agencies’ was held last year. In addition, the Health Department’s website carries considerable information and an 1800 toll number for the public. And in March this year the Australian Science Media Centre ran a seminar “What everyone should know about bird flu”, a briefing for journalists.

The framework and planning is clearly in place. But as yet no obviously visible public communication campaign has been released.

It raises the question as to why are Australia and New Zealand following completely different communication strategies? Is New Zealand over-reacting?

Or is Australia being complacent?

It raises the question as to why are Australia and New Zealand following completely different communication strategies? Is New Zealand over-reacting? Or is Australia being complacent? And can two near neighbours afford to have completely different strategies given our closeness?

Given Australia appears to have taken a deliberate strategy not to engage (or entrust!) its public with the dangers of the Avian Flu why has it done so? Does it assess the risk as low? Is the Australian psyche different? Does research support a different strategy? Is the Government ‘gun shy’ following its terrorist, “be alert but not alarmed’ campaign?

It would be fascinating to know how aware, concerned and informed the Australian public feels about Avian or ‘Bird’ flu. Equally, it would interesting to run a survey among Australian media similar to that run in the US. Watch this space. If and when a public campaign does unfold in Australia it will be interesting to see how it is run. And should the Avian Flu get to Australia before the government gets around to a campaign it will be even more interesting.

Grant Common Editor - PR Influences & Managing Director Network PR

PR MEASUREMENT: WE ANSWER YOUR QUESTIONS As the old saying goes “You can’t manage what you can’t measure”.

Measurement and evaluation has continued to be a challenge for the public relations industry attracting much interest and controversy over the years.

While media content analysis has been available in Australia now for over 15 years uptake of qualitative research is still quite low.

Research

While media content analysis has been available in Australia now for over 15 years uptake of the qualititative research is still quite low.

Charles Sturt University shed some light on the low uptake when they produced the study Public relations evaluation in Australia- practices and attitudes across sectors and employment status in 2003. The article recently published in the Asia Pacific Public Relations Journal (Vol 6 No 2 2006) by Peter Simmons and Dr Tom Watson, examined the uptake and barriers to measurement by surveying the pr practitioner community.

Some of the key findings indicated that “evaluation is perceived as essential to practice but is still talked about more than practiced”.

Some of the key barriers identified to using measurement tools were lack of time, budget and lack of training.

So in light of that we wanted to give you some further insights into the area of media content analysis and answer some of the most common questions.

5 Common questions regarding qualitative media analysis 1. When should I enlist a media analysis organisation?

Firstly, be clear about what your key objectives are. There is no point measuring media content from the rural press if this is not your key target.

There are many times that you would want to engage a research firm. One of the most compelling reasons is if you are starting in a new role or you have a new client and need to get a snapshot of an industry or product profile in the media. This can then also serve you as a benchmark for future analysis after your communication strategy has been implemented.

2. I am worried about the cost. How can I keep it affordable?

Firstly, be clear about what your key objectives are. There is no point measuring media content from the regional press if this is not your key target. Remember most firms charge by the item so the larger amount of items the more expensive it tends to be.

Keep in mind that many firms can do a stratified random sample of your key target publications. This means they take a sample of the key media types you are interested in giving you statistically valid results but at a reduced cost.

3. How much as a percentage of my overall communication budget should I allocate to research?

It is difficult to put a standard figure on it. A company with a high profile, problems and little knowledge of its reputation, brand image will generally need to spend more. A company with extensive research already completed will need to spend less to maintain the media insight.

Firstly ensure that you examine the results from the media analysis carefully. What information can you use to refine your communication strategy?

The average amount spent would however be around 2-3% of the below the line budget (for PR, media relations, publicity, sponsorships, etc) Speak with you media analysis agency for more detailed breakdowns.

4. Do I need to know everything I want to measure upfront? Can I change my brief as I go along?

Much like media monitoring it is ideal if you have a well thought out brief formulated at the beginning of your measurement journey. That way you will have a benchmark that you use to compare your results. Having said that, it is fine to add new issues or messages to your brief and a good media analysis agency should be alerting you to emerging areas as they arise.

5. How can I get the most value from my measurement results?

Firstly ensure that you examine the results from the media analysis carefully. What information can you use to refine your communication strategy? Remember at the end of the day you are measuring primarily so you improve and target your communication strategy even further.

Finally, remember you can use the results from the analysis to show how your agency or department is doing. Most analysis organisations provide the results in charts or graphs that you can easily drop into your existing documents.

Metrics Developments

On a local level the Australian Marketing Institute (AMI) is currently managing a Marketing Metrics Project.

The international evaluation industry is continually improving methodologies and related technologies. On a local level the Australian Marketing Institute (AMI) is currently managing a Marketing Metrics Project.

The objective of the project is to "Establish a framework of principles and processes together with a compendium of measures that will assist the measurement of marketing performance across all industry sectors".

The project looks at the following marketing activities: advertising, communications, market research, pricing and distribution. The project aims to bring existing knowledge together in a Metrics Toolkit.

Interested in learning more? View the eight page summary of the Metrics Project Like to read more on measurement?

Media Measurement 10 things you need to know Measuring PR Success- AVEs rejected Next Issue We look at some of the key PR Measurement Terms and what they mean Network PR publisher of PR Influences provides communication strategies to organisations with an emphasis on evaluation and continual improvement. Contact us network.syd@networkpr.com.au if you would like to discuss improving your current communication campaign.

PR & MARKETING: THE BRAVE NEW MAN A survey in the US undertaken by public relations agency Ketchum delves in to the world of the Brave New Man, who they are and what it means for marketers.

The BNM spends a great deal of time on their physical appearance:

So who is the Brave New Man (BNM)? Research has revealed that the BNM spends a great deal of time on their physical appearance: •

Today, nearly the same percentage of men as women (70% vs. 83%) admit that is always or usually important to look one’s best.

•

One in four adult males admits he thinks about his appearance all or most of the time.

•

The number of male cosmetic procedures has increased 16% over the last five years.

•

Packaged Facts, a market-research service, reports that the men’s groomingproduct market, which includes shaving gels, body scrubs, moisturisers and colognes, will reach about $10 billion by 2008.

62% of men always or usually choose foods for health reasons often thinking about the total nutritional value of what they eat.

So how are companies responding to this marketplace? One of the leading trends is traditional female-focused companies latching onto the BNM, offering new products for that market. For example: •

L’Oreal Paris launched the L’Oreal Paris Men’s Expert line. A first in men’s anti-aging products for the mass market.

•

Nivea for Men started with aftershaves but now offer eye creams and moisturising lotions.

•

Mary Kay for Guys launched new products for men with Velocity for Him, a product line that offers body washes and colognes.

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Proctor & Gamble launched OT Shower Equipment for guys, the first personal care line.

•

Avon now also offers several products for men including firming creams and eye creams.

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Philips Bodygroom “Shaving system” offer a razor specially designed to remove guy’s body hair.

Men are also increasingly concerned about their body image with research showing the following insights:

Research undertaken showed that this redefinition crosses all generations, geographies and backgrounds.

•

Since 2000, the number of men who exercise has increased 30%.

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In 2005, nine million men belonged to a health club and members typically went to the gym 88 days a year (six more days than women) according to research firm American Sports Data.

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62% of men always or usually choose foods for health reasons often thinking about the total nutritional value of what they eat.

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57% of men say they have a great deal of control over what their family eats (compared to 43% two years ago, the last time the study was conducted).

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63% of men say they make food purchases based on what the whole family will enjoy.

The BNM is also a much more active participant in fathering:

.

•

In a 2005 survey conducted by CareeerBuilder.com, 49% of working dads (compared to 43% in 2004) said they would be willing to give up their breadwinner role to spend more time with their children if their spouse or partner earned enough to support their families.

•

The number of single fathers is also increasing.

The BNM is looking for products, services and communications that appeal to his unique brand of masculinity - a man comfortable with his feminine side.

Survey results have indicated that the metrosexual is here to stay. Today’s BNM has embraced the softer side of his personality and is redefining masculinity in all aspects of his life.

Research undertaken showed that this redefinition crosses all generations, geographies and backgrounds.

The message to marketers is clear. The BNM is looking for products, services and communications that appeal to his unique brand of masculinity. A man comfortable with his feminine side.

Disclosure: Network PR, the publishers of PR Influences, is the Australian affiliate of Ketchum which is ranked among the leading international agencies.

MEDIA - PITCHING: APPROACH WITH CAUTION If there is one thing that annoys journalists more than any other, it’s probably indiscriminate and unwarranted pitching.

Pitching is risky because journalists simply do not like being pitched to. They argue that a story should stand or fall on its own merits. Also probably two-thirds of those pitching haven’t done their homework, are trying to peddle something that doesn’t warrant a personal approach or simply lacks news relevance. And, above all, it’s a great time-waster for journalists!

So, just when and how should you pitch a story to a journalist? There are two basic times when you should pitch: •

When you wish to give a select number of non-competing journalists the chance of an exclusive story

•

When you feel you have something of particular interest to a specific journalist who may wish to use it as the basis of a story idea

Here are some topline thoughts for when you are considering pitching to media:

Media releases should stand on their own and be written and presented in a way that appeals to the media and the journalist.

It’s risky If you waste a journalists time on something that doesn’t warrant their time you risk actually achieving the opposite of what you intended i.e. they will possibly form an adverse view of you and your organisation. That will certainly dim your chances of media coverage on this occasion - and possibly in the future.

Pitch sparingly A pitch should only be for something that is ‘special’. It may be an opportunity for the media to meet someone of significance, or there may be a technological breakthrough or a development that warrants some special, and private, backgrounding.

Don’t pitch media releases Media releases should stand on their own and be written and presented in a way that appeals to the media and the journalist.

Media don’t need - or want - to be followed up after they have been sent a media release. That is hounding, not pitching and it will be poorly received by media and will almost certainly tarnish your reputation and standing.

Pitch to a few not many Pitching infers a degree of exclusivity to the media you are contacting i.e. you are offering them something special.

It’s OK to have done your homework and decided to pitch to four editors (ideally of non competing media) offering them access to a visiting VIP, but its not OK to pitch randomly to a dozen who are just names off a media database.

Pitching works best through personal contacts Pitching cold is difficult in any circumstances and it is even more so with media. The best results come when there are personal contacts with an editor or journalist.

Pitching cold is difficult in any circumstances and it is even more so with media. The best results come when there are personal contacts with an editor or journalist.

This may come from an in-house PR person who works regularly with certain media, or from the senior people within your PR agency who have built up strong media relationships through their work for a range of clients.

So the bottom-line is to approach media pitching with caution. As with any tool or technique, if used appropriately it can often bring worthwhile results; but if the practice is abused and used without proper thought it can actually work against you.

Interested in getting your story to hit the mark? Contact Network PR publisher of PR Influences network.syd@networkpr.com.au

NEW MEDIA: ARE YOU BLOGGING YET? In December 2004 we introduced you to Blogs. In February this year blogs came to the fore when we ran an article Challenges for Communicators in 2006 where we noted that blogs were shifting some power back to the consumer.

This issue we examine some of the latest blog research and give you some practical tips for getting your blog up and running.

A Refresher – What is a Blog?

Blog is short for weblog. A weblog is a journal (or newsletter) that is frequently updated and intended for general public consumption. Blogs generally represent the personality of the author or the Web site.

What is research telling us about Blogging?

Market research firm ComScoreMedia Metrix recently examined visitor growth rates among the 50 top web sites. Top ranked sites growing the most included www.blogger.com a personal publishing site owned by Google and www.myspace.com where youth share musical tastes.

In addition, PQ Media recently found that marketing spend on blogs, podcasts and rss feeds is forecast to grow at a compound annual rate of 106.1 giving further weight to the rise and rise of blogging.

But what about the public relations community? How are we faring? Are we involved in blogging yet?

A recent study by US based PR News/MediaLink of 459 PR practitioners found that: •

only 18% have created and managed a blog for their company or client

•

21% have communicated news via a blog.

•

Those that did blog themselves did so mainly for consumer and business news followed by new product announcements, and health news.

So as a community our blog uptake is relatively low you could hardly categorise us as “Early Adopters”. So let’s get started.

10 Tips for Successful Blogging

So as a community our blog uptake is relatively low you could hardly categorise us as “Early Adopters”.

•

Express goodwill

•

Be passionate about what you do or discuss

•

Show thought leadership and integrity

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Do a trial blog first. You need to start somewhere to get used to the technology

•

Link back to your own website to drive traffic there

•

Read a variety of blogs to see the best (we provide you with a list below)

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Define the blog’s purpose from the beginning

•

Blog regularly and be prepared to set aside time for it

•

Accept criticism and controversy as part of the conversation

•

Be an expert in your field - show authority

Still not sure if you want to blog yet?

Whether you are a multinational or a privately-owned company in regional Australia or anywhere in between, how you act once a crisis begins often shapes your company's future - and your own career.

You can still position yourself as an authority and draw traffic to your website by posting comments on other blogs. Be sure to include your website URL to drive traffic into your area of business. Remember you can still be part of the digital conversation!

Blog sites of interest http://www.nakedconversations.com http://www.sethgodin.com/sg/blog.html http://guerrillaconsulting.typepad.com Next Issue PR Influences looks at Blog Measurement what it is and why you would use it.

Network PR publishers of Pr Influences can assist you with the emerging media.

Contact network.syd@networkpr.com.au

FIRST TIME USER OF AGENCY PR? READ ON Organisations considering - or embarking on - the use of a PR agency for the first time often have quite limited goals - and usually these are related to obtaining a higher media profile.

It’s important therefore for those new to PR agencies and working with the media to have realistic expectations. Here are a few pointers to common traps and misconceptions that sour many new client/agency relationships - to the disappointment of both parties.

There are no coverage guarantees

Editorial coverage may be the goal of your PR, but it is not the guarantee of it

Editorial coverage may be the goal of your PR, but it is not the guarantee of it. While an agency should be actively working on making each release as appealing and newsworthy as possible, and arguing against sending out releases that are pure marketing or corporate-speak, your coverage will be determined by many factors.

Was the story really of news value? Was it sent to the wrong type of journalist at a publication? Was there a big news story that broke that pushed many other stories off the pages? Had you done enough to make your company known to media before sending out releases?

Three-monthly reviews don’t work Many companies run their sales measurement by quarter and therefore like to measure everything on a quarterly basis. So they go through an agency selection process and then say to their chosen PR agency, “Let’s try it for three months and see how we go.”

This situation should be avoided at all costs!

With lead-time for magazines running to many months, and editors planning features well in advance, any measurement of results will be next to useless. Also any reputable PR agency is mindful that its reputation and relationship with media is at stake with any new client so they will (or should be) reluctant to represent this type of organisation.

Media want to talk to you, not your agency Many companies believe that a PR agency with close media relationships will mean that they won’t have to spend time talking with journalists. This is not the case. Your agency should know the right media and should be able to get you access that you could not achieve by yourself. However, ultimately to maximise the use of the agency and its contacts they need to introduce you to the media. That means you have to able to find or make time to get in front of them.

Also, to manage the flow of information between your company, your agency and the media, you need to have a ‘go-to’ person who can find information when it’s required and push the approval process through your company to meet media deadlines.

You should be committing to PR, not just pushing it off to someone else in its entirety.

You should be committing to PR, not just pushing it off to someone else in its entirety.

Indeed, the value-add from engaging a PR agency is often that you will spend more time talking with media, and that should result in more media coverage!

What you say isn’t always what you read Journalists don’t purposefully misquote people, but they can be selective in what they use and how they present it. So don’t be surprised if occasionally something comes out that doesn’t exactly reflect what you were saying in an interview or, in the worst of cases, is placed in a context that may be contrary to your expectations or desires.

Some journalists do have agendas, and if there are any that cover your industry they should be managed quite closely by your agency. When all the hard work has been done and it isn’t represented in the media outcomes its important that you not shoot the messenger - your PR agency!

There will be disappointments While in most instances media coverage will flow as you expect there will also be times when you (and your agency) will be disappointed about media outcomes A feature that you worked hard on to gain inclusion will leave you out. Journalists will interview you and the story will never see the light of day. These types of disappointments can be reviewed and hopefully lessens learned.

However one of the greatest disappointments is when you run an elaborate media function, have 10 journalists confirmed (and reconfirmed the day prior to the event) and 5 turn up. This is not your agency’s fault. It’s what, unfortunately, many journalists do, and there probably won’t even be many apologies from the non-attendees on the morning of the event.

Maybe they were sent out to cover breaking news. Maybe they were on deadline and couldn’t make it, or maybe they decided to sleep in after all rather than attend the breakfast media launch. You’ll probably never know and, unfortunately, quizzing them about their non-attendance can prove counter-productive. You just have to accept that it is one of the consequences of dealing with media - and learn to live with it.

Set realistic expectation levels First time users of PR aiming to increase their profile with the media will likely have little experience on which to base expectations of results. Companies selecting an agency for the first time should insist on agencies setting realistic levels of results, including an indication of how long it may take to reach certain levels of awareness and coverage, at the presentation stage.

Beware the agency that promises extensive coverage, especially when the other agencies are far more modest in their projections.

It can take a minimum of six months to build up rapport with media that are relevant to your organisation, to train your executives on how to interact with the media and get the foundations of a media program that will produce results in place Look for the cumulative effect Embarking on a PR program should be something done with the longer term in mind.

PR that is focussed simply on media outcomes works best over time, is measured more meaningfully over time, and delivers the greatest benefits when a true relationship forms between company, agency and relevant media.

Organisations that seem to dominate the media in a given sector and reap the benefits that this provides have often achieved this position through a lot of hard work over a period of time.

They often have a winning combination - an internal culture among senior management that encourages -and prioritises - building media relations, an ongoing flow of news and information that interests the media and a PR agency that is constantly representing the organisation to key media. You won’t usurp their position overnight, but you can challenge it and over time put your organisation on the media agenda.

Network PR, publisher of PR Influences, can help you formulate your communication strategy and get results. Contact us - network.syd@networkpr.com.au

TRENDS: SURVEY REVEALS PRESSURE TO STAY UP TO DATE WITH TECHNOLOGIES Pr practitioners believe A survey recently released by PR News and the Counselors Academy of the PRSA, that they are appreciated by industry indicated an overwhelming agreement that pr practitioners must adapt to the new media. The survey also found however that keeping up with emerging technologies was yet feel pressure to produce results within a placing more strain on them. shorter space of time Other contradictory findings included pr practitioners believing that they are and within tighter appreciated by industry yet feeling pressure to produce results within a shorter space of budget constraints. time and within tighter budget constraints.

Key findings of PR News Survey 1. Would you agree that new marketplace dynamics such as emerging technologies and changing demographics are placing more strain on you to keep pace?

Yes

89%

No

10%

No response

1%

2. Would you agree the corporate communications side of the PR is keeping pace with the need to reflect an increasingly diverse population base?

Yes

68%

No

31%

No response 1%

The survey also found however that keeping up with emerging technologies was placing more strain on them.

3. Would you agree that with the rise of new and alternative sources or forms of media such as blogging, wikis, pod casts and rogue web sites we as public relations practitioners must adapt the way in which we “go to market� to keep pace?

Yes

95%

No

4%

No response

1%

4. Do you believe that the powers-that-be in Corporate America understand and truly appreciate the work coming from PR departments?

Yes

77%

No

22%

No response

1%

Source: PR News and the Counselors Academy of the PRSA, May 22 2006

Staying up-to-date with the New Media PR Influences writes regularly about emerging technologies. Just joined us and want to find out more about this field?

Blogging is not just another tactical communications distribution channel, but a new strategic medium that benefits both companies and customers

View some of our recent articles New Media: Staying visible in the Internet age New Media: The importance of Blogs PR Influences is produced by Network PR a public relations agency with an emphasis on the new media.

BOOK REVIEW

Naked Conversations – How blogs are changing the way businesses talk with customers

By Robert Scoble and Shel Israel 2006 Naked Conversations explains the reasons behind blogging and its benefits to business people. It helps businesses strip away the layers of corporate speak that prevent businesses and customers from really getting to know each other, and shows businesses how to use blogs to have a meaningful dialogue with customers and partners without layers of polish and shine that customers know obscure real meaning.

The key elements of the book include: •

Blogging is not just another tactical communications distribution channel, but a new strategic medium that benefits both companies and customers

•

Why businesses of all sizes and in all places should blog

•

Why such traditional taboos such as praising competition or publicly discussing product prior to launch make sound business sense in today's new Conversational Era

•

How a poor understanding of blogs is costing one small specialty manufacturer $10 million in replacement products for disgruntled customers

•

How a reviled software giant is seeing a new public image of openness develop thanks to thousands of active employee blogs

•

What employers and employees should know about hiring and firing due to blogging and a code of ethics for blogging

One of the most useful sections is an extensive section called Blogging Wrong & Right.

Tips include keeping blogs simple and focused, demonstrate authority and passion and read as many blogs as you can before you start blogging. Some of the notable don’ts include being dull and not keeping it authentic and real.

Comments on the book include: The Library Journal says: "Scoble, a video blogger for Microsoft, and technology guru Israel have put together a bible for business bloggers".

B.L. Ochman - What’s Next Blog says: "Naked Conversations isn’t just another book about the theoretical possibilities of blogging and social media. It’s a remarkably well researched and well-written book about the people who are out there setting the precedents for social media. And it’s an explanation of the basics and the resources that’ll let businesses join the blogosphere".

Available from www.borders.com.au

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