Friday, April 20, 2007


One of the buzz words of the "Web 2.0" developers is engagement. How does a company get an audience engaged in a brand? What some developers are forgetting is that with more than 70 million blogs and 19 million participants on Facebook, people are engaged more than at any other time in history. It seems to me this engagement is the realm of PR because amid millions of daily comments are testimonials to a brand, unpleasant collisions with it and other interactions that tell one how people think about a product or service. At least this is true for one of our clients. This essay suggests a different model for dealing with the engaged that is targeted to PR departments specifically.

As usual, I welcome your comments and criticisms. It is the 63rd essay posted on online-pr.com for use by PR practitioners.


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