I personally think there are two fundamental roles for PR in the new world: Transparent advocacy and facilitating open, genuine engagement among customers and companies. Transparent advocacy means that the agency argues for its client, providing useful information to people who want to receive it. Genuine engagement means the agency helps its client participate in the Web conversation honestly and frankly, whether that's through employee blogging, customer forums, or ways yet to be invented. Just as the agency can be a transparent advocate for the client on the Web, it should be an advocate for Web values to the client, counseling the client to be frank, honest, and open to criticism.
22 octobre 2006
Les relations publiques et les blogues
David Weinberger, un auteur du Cluetrain Manifesto et une des personnes que je respecte le plus dans cette blogosphère sur les relations publiques et les blogues: