I’ve been reading the responses to Constantin’s post on the 18th and wanted to take this opportunity to respond. I apologize for my delay in responding, but I have been in the process of moving from Atlanta to Pittsburgh over the past weeks (something you can read about on my personal blog at www.GumpRants.com).
First, let me introduce myself. I’m Adam Brown and I am Director of eKetchum, Ketchum’s digital media development group. While I have been managing eKetchum for five years, I’m also taking the lead in managing several of Ketchum’s new Ketchum Personalized Media service offerings, including our blog services. The blogosphere is something that I have been passionate about since I started personally blogging in 2002, and it’s refreshing to see so many PR professionals embracing the medium. (If only we’d all in PR had this same passion about the Web seven or eight years ago – Web sites may have been very different today.)
Several of you have commented that Ketchum does not have an external blog – yet. That is true. Like most of you in our industry, the last thing we want to do is do a “blog for blogs sake.??? Blogs are powerful two-way conversation tools. They’re one of the most powerful dialogue (rather than monologue) tools that I have seen in my eleven years in the Internet business. But they’re not appropriate for every type of communication or application.
What Ketchum has been doing is using our other online communication venues like www.Ketchum.com, www.KetchumPerspectives.com and a temporary, informational site for our Ketchum Chicago office at www.KetchumIdeas.com to speak directly to our important audiences. (Aside: Some folks in the blogosphere incorrectly assumed that KetchumIdeas.com was a blog, and on top of that a blog for the Ketchum Personalized Media group. It’s not a blog at all – there has to be dialogue to truly be a blog, and this site does not have any commenting features.)
Ketchum is currently using blogs internally for Ketchum account team and agency communication, most notably with our Media Strategy Group. And we’re working with several of our Ketchum clients on the development of blogs for both internal and external communication.
I look forward to conversing with all of you here in the PR blogosphere. It’s a very exciting time for our industry, and we have an amazing opportunity as PR professionals to take advantage of these new tools. But we must strive to use these new tools appropriately, effectively and ethically if we are all to succeed.
Thanks for your time,
Since Ketchum doesn’t have a blog (glad we cleared that :->), and Mr. Brown didn’t posted anything on this subject yet on his weblog, feel free to use my comments if you want to jump in the conversation.