Free Laptops! (And Other PR Blog Jots)

More Proof that in Blogging, Transparency is Everything

Neville Hobson

Hobson reports on the recent decision—by Microsoft’s lead PR team for the launch of Microsoft Vista—to send free laptops armed with the new Vista system to influential tech and PR bloggers.  Many bloggers reacted negatively, accusing Microsoft of either astroturfing or bribery, and questioning whether or not Edelman, the company’s PR firm for the Vista launch, was headed for another scandal. Hobson argues that by not requiring the bloggers receiving the free laptops to disclose fully about the arrangement, Microsoft’s (and Edelman’s) actions may end up appearing more disreputable than they actually are.  “This isn’t bribery or astroturfing or anything nefarious like that. But without the requirement to disclose, you have ambiguity and opacity - things that got Edelman into trouble with Wal-Mart blogger relations programmes a few months ago and earlier this year.”

Free Laptops May Equal Pay-Per-Post

BL Ochman

Ochman dismisses Microsoft/Edelman’s decision to send extremely expensive new laptops to A-list bloggers as a PR stunt that may backfire into yet another ethical scandal for Edelman.  She argues that Microsoft is trying to avoid negative posts about the difficulties of installing a new operating system on a pre-existing laptop by sending the whole enchilada instead.  She notes that most bloggers are thrilled with the gift, but that it still may end up in scandal.  “Microsoft wouldn't chance having dozens of bloggers writing about how VISTA screwed up their computers, so they installed the system on brand new computers. They gave the computers as gifts instead of lending them to the bloggers for review, which is the norm when dealing with traditional journalists.”

Will PR Emerge as the Leader of the Digital Revolution?

The Flack

Peter Himler links to article about the rise of social media in marketing, and questions which industry—marketing, PR or advertising—will truly rise to lead the digital age.  With new, useful tools being created almost on a daily basis that could assist companies wishing to spread their message, Himler wonders whether it will be the public relations industry that those companies will turn to. “So then, can the PR industry regain its footing to own the digital communications realm? And if not completely, which of the new tools naturally exploit the PR pro's natural proficiencies such as clear and concise communications, a moral compass, instincts about public opinion, knowledge of message delivery mediums and channels, etc?”

In New Media, Quality Surpasses Quantity

Buzz Machine

Jeff Jarvis argues, along with many other new media and communications bloggers, that pageviews are no longer the metric companies should use to measure public relations results in new media outlets. Jarvis takes the argument a step further, pointing out that the size of an outlet is also no longer important. “I say the change we’re facing is much bigger than just the obsolescence of the pageview, much more fundamental: Size doesn’t matter. Relevance, credibility, and attraction do. Instead of measuring quantity, we have to measure quality. And only when we do that will the true value of these new media be unlocked for everyone.”