This post speaks directly to our mission:

“Assist independent agents, carriers, and other industry organizations in their understanding of the evolution of the Internet to Web 2.0; how they might benefit from these new Internet strategies and get started with them.” Great post – Thanks!

You clearly are in the lead and are among those few in the PR industry who know that message and objectives drive the tactics, including blog design.

Nearly each week, I hear stories about how the major PR agencies are only now beginning to understand basics, like Google Analytics. They remained locked in the era of counting clips, which is such a disservice to clients.

Good for know you!

David

I had one client who had their Web firm create their blog. It looked lovely, but the content had nothing to do with what a blog should be. Technically a blog, but so off the mark, it would do them little good and in fact, i felt, reduce their credibility as not truly understanding social media.

So I actually ended up forming a second company that strictly helps businesses use social media tools to expand awareness about what they’re doing, but with a PR and marketing perspective. We create a message and concepts that are creative, fit your brand and that engage your target audience. And even more key, we stay on top of it for you all so it’s always up to date. That’s where most people drop the ball.

Now, as you said, PR firms aren’t diving in headfirst because they’re not getting a lot of hours, and it has been steep hill for me to climb with my clients too. But slowly but surely, they are getting it and coming aboard and happy with the results. Social media doesn’t work unless you engage it smartly, just like any other marketing tool. Thanks for your post.