definitions - TheWayoftheWeb

Apparently TheWayoftheWeb has been listed as one of Cision’s Top 10 UK PR blogs.

I picked up on the list from the #1 blog, the excellent NevilleHobson.com, and all ten blogs are definitely worth reading. It’s interesting to be included as the preface to the list reads:

‘Covering the latest developments in communications technology, the impact of the web on political dialogue and the convergence of PR with other communications activity, the blogs listed below represent the most visible, engaged and social of the UK PR blogosphere.’

It’s interesting because I’m a marketeer, journalist and blogger, but I’ve never officially been in PR – although obviously I’ve worked closely with a large number of PR agencies and people over the years.And I’ve helped out with writing the occasional press release.

But I am interested in where it’s possible to distinguish between PR and Marketing, and the methods and effects of good and bad PR, as it’s a huge element of success in my marketing role. And I’m learning as much from the incredibly talented PR team at Absolute Radio as hopefully I’m able to share with them.

What’s interesting has been discussing how the methods they’ve used for great success with mainstream print and digitial media are pretty much identical to the methods I use for non-mainstream digital media (blogs, forums, social networks etc).

It’s also why I’ve thought for a while about the simplest way to describe what I do as a whole, including both my professional career, and my independant digital endeavours, and it basically comes down to specialising in ‘content creation and distribution’, which sounds far less sexy than PR, Marketing, or Social Media. But basically I enjoy coming up with ideas for content (text, audio, video), putting it together (writing, recording, editing, crowdsourcing, implementing ways for UGC to be encouraged), and then getting it to relevant people (digital publishing, SEO, blogger and forum relations, linking, seeding, etc).

It’s not the tightest definition, considering the amount of roles and workload that it covers, but it seems to be the one that works as I look at my skills and interests.

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Aside from an exponential increase in my involvement on Twitter, and setting up FriendFeed on an experimental basis, probably my most interesting discussion at the moment is with Brendan Cooper, the creator of the PR Friendly Index.

Having submitted this blog, I was curious whether it’s non-appearance was down to performance, or definition (I promise I was curious, rather than complaining!). Which led onto an interesting and good natured discussion about the definition of blogs, bloggers, PR and influence. I doubt there will ever be an exact definition for any of those terms which won’t cause disagreement in one quarter or another, but I thought Brendan’s views were pretty interesting, and wanted to post my latest response here, to hopefully get some other feedback on my own attempts to define the indefinable.

So, here’s my own humble take on blogs, bloggers, influence and PR. Which does raise the question for me of whether marketing and PR co-exist any more, or whether it’s an artificial split in the business of building relationships and conversations around a specific brand/topic/product:

“Influence: Interestingly, I’m very deep in researching the usage of Net Promoter scores, Buzz Monitoring etc, to look at how to track influence and engagement as far as is currently possible (Nothing will ever be close to 100%!). I do know from discussions with some firms that they’ll be providing some limited free tools in the future, which may help track influence above and beyond popularity and linking. I’m influenced by a lot of things that I don’t end up linking from my blog due to time, effort etc.

Blogs: For me, it’s any site which is updated chronologically in one ‘flow’. Any news site is chronological, but articles etc will be spread across sections. A blog can cover numerous areas of interest, but everything is covered in one main stream of information which can then be split out. Rather than a homepage aggregating from the various sections. If that makes sense!

Bloggers: Anyone publishing a blog, whether paid/unpaid, corporate or not. And certainly a journalist can also be a blogger and vice versa. For me, the definition seems to come from what, where and how their content is displayed. Again, going back to my definition of a blog (which is very much a work in progress). I’d hesitate to define it by technical functionality, such as RSS, and certainly look to define it more by form (Any definition of over 100 million examples is going to be fuzzy in some way…)

PR: Definitely the trickiest one. Should it be classed with Marketing/Customer Retention? Is there even a place for it now? I’d argue that to define a discipline by the fact it doesn’t analyse as deeply as another is probably doing it a disservice, but it’s difficult not to. Certainly journalism, PR, marketing, advertising etc are all increasingly about relationships and conversations rather than purely broadcasting. I’m still stunned by at least one PR company I deal with banning employees from using Facebook for example, rather than encouraging the use of every tool to target press releases as accurately and individually as possible. But where the line comes between targetting press releases to journalists and bloggers, and marketing something to bloggers and consumers, for example, is very, very fuzzy. Maybe the terms for PR and Marketing should be merged and then discarded. Engagement and communication? Enunication? Communigagement?“

I’m expecting some Entrecarders (I know you’re out there) to weigh in on Blogs and Blogging! And I hope Communigagement and the like don’t take off…but if they do, I want credit! Engagication?

Any comments I do get, I’ll aggregate and combine with the conversation with Brendan.

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