Image trumps reality - being cool is
not enough?
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Elizabeth Albrycht from CorporatePR is fascinated by one of the results
of the survey: "The perception of being cool is rated vastly more
important than receiving feedback from your audience." This was a
surprising result and sparked some discussion. Neville Hobson agrees on that: "PR agencies want to
be seen as being cool" when using blogs is his primarily conclusion
on the same result of the survey.
Are weblogs in PR and Communication Management just a way of being cool?
The study "Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes" conducted by Tom Kelleher and Barbara Miller from the School of Journalism and Mass Communication suggests otherwise: "Expressing a point of view in a personal tone in a blog is likely a good way to get a conversation started". Key results of the study were that "1) Blogs were perceived as more conversational than organizational websites and 2) this conversational human voice correlated positively with other previously-identified relationship outcomes" (Keller/Miller 2006).
We are looking forward to elaborate on the question if weblogs are just the current hype in corporations and agencies or if they can offer substantial new possibilities for relationship building at the Symposium on Public Relations and Social Software from March 16-18 in Stuttgart, where Elizabeth will be presenting.
Are weblogs in PR and Communication Management just a way of being cool?
The study "Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes" conducted by Tom Kelleher and Barbara Miller from the School of Journalism and Mass Communication suggests otherwise: "Expressing a point of view in a personal tone in a blog is likely a good way to get a conversation started". Key results of the study were that "1) Blogs were perceived as more conversational than organizational websites and 2) this conversational human voice correlated positively with other previously-identified relationship outcomes" (Keller/Miller 2006).
We are looking forward to elaborate on the question if weblogs are just the current hype in corporations and agencies or if they can offer substantial new possibilities for relationship building at the Symposium on Public Relations and Social Software from March 16-18 in Stuttgart, where Elizabeth will be presenting.
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