NEW YORK: The PRSA held a teleconference today in which over 300 attendees listened to two influential bloggers talk about new technologies.
Steve Rubel, who is CooperKatz's VP of client services and author of the Micro Persuasion blog, and Pamela Parker, managing editor of several units of the ClickZ Network and author of The River blog, spoke during the event, titled PR in Emerging Communications Channels ? RSS and Blogs.
At the start, Rubel asked for a moment of silence for the old media ecosystem and went on to describe how the media landscape had changed.
?The mass media system was a hegemony; its been costly with a high barrier to entry, [and is] often unidirectional,? Rubel said.
He urged listeners to check out blogs and post comments (if that function is available). But cautioned, since blogs are transparent, that it was essential to be genuine in postings.
Rubel also said that some bloggers were making enough money to support themselves and that PR professionals should consider them as part of the media.
?Treat them nicely like they?re a friend or family member,? he said, adding that some PR professionals have been burned by being surly to bloggers.
Parker cited two examples of the power of blogs, the recent problem with Kryptonite locks being picked by Bic pens and a hybrid car owner blogging about his dissatisfaction with his car getting him in front of Wired News and CBS.
Speaking as a journalist, she said she monitored 188 blogs daily and often checks her blog feed, through Real Simple Syndication (RSS) technology, more often than the wires.
During the event, which used Microsoft Live Meeting, listeners could write questions, view slides set up by the presenters, and denote whether the speaker was going too fast or slow.
In an informal poll, the majority of attendees found out about the event through a PRSA e-mail and about two-third were PRSA members.