Thursday, September 01, 2005

What a difference a year makes

Last summer PR companies were still scratching their heads trying to figure out how to deal with the emergence of blogs and wikis as forms of communication. Debates raged on whether separate groups should be formed within agencies or if we should even be forming new types of agencies. A year later may of those debates still continue. Some small firms do exist solely to serve this market but they are mostly one or two person outfits. As yet there are few real consultancies in the space, though I did note earlier this week that Magnet has set itself up to focus on comms like this (they have a broader remit than blogs and wikis it should be said). I am keen to see how this venture does in the next six months. If they do well perhaps we'll see a rush to emulate this approach.

One observation I will make is that a year ago when agencies pitched for new clients blogs were mentioned but only in passing and then not in every case. Today 99% of pitches have a section devoted to blogs and how the prospective clients should deal with them. This is something of a silent revolution. I wonder how far this revolution will have taken us in another twelve months? Will we have blog budgets? Will we have blog tours be as common as press tours?

18 comments:

Mike Manuel said...

The next 12 months should be *very* interesting. Now that PR has made a collective land grab for ownership of the blogosphere, we'll see if the industry's really capable of adapting to the intricacies of this audience….

Anonymous said...

If the web and indeed blogs are so powerful, as an example: why has McDonalds not gone out of business as a result of the militant uprising of the all powerful consumers in the web 'o' sphere? Yes there has been erosion of there profits, but that’s not due to the web. I'd say it's because today blogs only touch a tiny percentage of the population. Most normal people haven’t got a clue what a blog is and don't give a shit. Any one remotely connected with the technology sector thinks blogs will take over the world. All very exciting hype. WOW Imagine what version 1.2 will be able to do. (Sounds familiar?) I think the next 12 months will be pretty much the same as the last. Calm down dear, it's just a piece of binary code. Cheers,

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