As I was browsing various blogging websites to develop more insight and an opinion about this rapidly expanding world of blogging, I came across an interesting blog about Target. According to a post on blogexplosion.com, Target has a racy new ad featuring a women lying spread-eagle on the Target symbol with her crotch right on the bull’s eye. This ad has obviously caused some commotion from the public, but what is causing an even bigger commotion is Target’s refusal to respond to nontraditional forms of media, such as bloggers, about the issue. According to blogexplosion.com, the New York Times reports that Amy Jussel, the founder of ShapingYouth.org blog, was told by Target that they “are unable to respond to [her] inquiry because Target does not participate with nontraditional media outlets.”
Not only was it a mistake for Target to refuse to explain their advertisement, but it was an even bigger mistake to refuse to participate with new media; which resulted in an explosion of negative blogs about Target. The company needs to incorporate new media into their organization because these new media are rapidly building growing fan bases, and people who are angry about something tend to be more eager to write about it. In this case, I say Target is to blame for all their negative publicity. Their decision not to participate with new media sends the message that they feel they are above new media and do not take these media forms seriously. Big mistake, Target!
I thought this was a powerful example of the importance that blogging now plays in the world of PR. People are always more eager to dish the dirt and spread the word when angered about something than when they are pleased. I do not know why, but people love to vent.
In PR, the best publicity can come by word-of-mouth. Not having to send out a news release to get raving reviews about your company all over the internet is great way to increase knowledge and popularity of a company. On the other hand, shunning an entire communication channel simply because it is new…probably not the best idea.
According to Laura Gurak et al, University of Minnesota scholars, the world of blogging is the next great rhetorical impact on our society. In the beginning, chat rooms, newsrooms, discussion boards and peer-to-peer file sharing networks were viewed hesitantly by the eyes of large corporations. Today, they are a necessity in the business world. Employers seek out new hires that are computer savvy. Why should blogging be any different? It is a quick and efficient way for people to speak freely on any subject, connect with others who have common interests, voice opinions, advertise a product, etc. Especially in PR where positive publicity is vital, embracing the world of blogging with open arms will be of huge benefit to the industry.
Not only was it a mistake for Target to refuse to explain their advertisement, but it was an even bigger mistake to refuse to participate with new media; which resulted in an explosion of negative blogs about Target. The company needs to incorporate new media into their organization because these new media are rapidly building growing fan bases, and people who are angry about something tend to be more eager to write about it. In this case, I say Target is to blame for all their negative publicity. Their decision not to participate with new media sends the message that they feel they are above new media and do not take these media forms seriously. Big mistake, Target!
I thought this was a powerful example of the importance that blogging now plays in the world of PR. People are always more eager to dish the dirt and spread the word when angered about something than when they are pleased. I do not know why, but people love to vent.
In PR, the best publicity can come by word-of-mouth. Not having to send out a news release to get raving reviews about your company all over the internet is great way to increase knowledge and popularity of a company. On the other hand, shunning an entire communication channel simply because it is new…probably not the best idea.
According to Laura Gurak et al, University of Minnesota scholars, the world of blogging is the next great rhetorical impact on our society. In the beginning, chat rooms, newsrooms, discussion boards and peer-to-peer file sharing networks were viewed hesitantly by the eyes of large corporations. Today, they are a necessity in the business world. Employers seek out new hires that are computer savvy. Why should blogging be any different? It is a quick and efficient way for people to speak freely on any subject, connect with others who have common interests, voice opinions, advertise a product, etc. Especially in PR where positive publicity is vital, embracing the world of blogging with open arms will be of huge benefit to the industry.
Check out this webonar addressing the topic: Why corporate blogs are the future of PR.
