Q&A: Anthony V Parcero

Why do you blog?

I originally started blogging because I was tired of having a static, brochure-ware-type personal Web site and wanted to test and expand my skills and abilities while I was also providing myself with a venue to write and share my thoughts with others. Since the launch of the second version of my personal site, my experience and knowledge has grown exponentially because of the relationships that blogging has fostered; leading me to realize that I needed more focus, clarity, and direction with both the site's content and management; it was no longer sufficient to just write and post for the sake of writing for writing's sake. Due to some ad hoc decisions made on-the-fly after launch, hosting company changes, or limitations of the underlying technology, I've been able to turn the "bad" decisions made on my personal site into the basis for solid, real-world solutions for my clients.

What started out as a simple online journal has evolved into the current version of my personal blog which, while still an almost pure navel-gazing journal with little focus, has served its purpose by increasing my knowledge and experience. No longer do I see myself or my online endeavors as separate from those of others — I now have a more holistic perspective of the Internet and Web sites: one cannot view the Internet as a closed-medium where knowledge does not affect or cross-over into the offline, "real" world; today's viral marketing ploy or meme du jour can often alter opinions, change views, and sometimes leads to unforseen consequences. Meta-sites (like Fark, Slashdot, Metafilter, etc.), blogs, wikis, and the proliferation of site syndication technologies, have given a voice to people who previously had no way of expressing their opinions. Combine this with the almost total lack of censorship and general openness inherent in the Internet, individuals and small groups are now able to take advantage of technology to reach audiences in ways that no other media outlet has ever allowed.

Why is blogging important for PR?

I came into PR via the technology side and have learned from (sometimes bitter) experience that the out-moded assumption that Web sites are simply an addenda to a campaign — an online version of print collateral which is easily discoverable and authoritative based solely on branding, and which one needs only because others have one — is still a pervasive view point in the PR world. While catchy ads, glitzy events, numerous press releases, and a plethora of clippings may win over clients and provide them with concrete R.O.I. data (understandable because of their "physicality" or the "real" numbers they provide), seldom is so much attention lavished on Web sites or a Web site's overall existence and inter-relation with the greater Internet. The "build it and they will come" attitude often ignores search engine optimization techniques, the need for well thought out customer/competitor relations, the negative impact of Google-bombing and link spamming, and fails to realize the true power that can be leveraged via the (moral, authentic) use of technologies currently available. The PR industry must embrace new technologies, emerging trends, and the IT industry in a way that fosters honest communication and true relationship-building for both its clients and itself. Currently, blogging and bloggers offer the best way for PR to achieve this and, as the underlying realities of the maturing Internet become more codified and business-critical, it is essential that successful Web sites rely on the expertise of educated PR professionals, the support of technology experts, and the healthy growth of debate that blogs foster. If bloggers have the ability to voice their thoughts and, through that process, expose hidden issues which may adversely affect our clients, it is the responsibility of PR to learn what the risks are, how best to mitigate those risks, and what benefits can be gained from fostering honest relationships with those in control of the content: bloggers.

What do you hope to see come out of this event?

There are still many in PR who have not realized the power of the Internet, let alone blogging and bloggers. As a forum for discussing and expanding the knowledge base of PR-practitioners who are at the forefront of embracing and adopting new technologies, this event's participants are also taking the time to understand their tools, their industry, and — because of the nature of blogs and blogging — themselves through open and honest communication. At a basic level, I hope that this event will explore the future of blogs and PR bloggers; what creative uses of blogging others have experience with — or are exploring — in their own PR campaigns; the discovery process and tools others are utilizing; and what (foreseeable and avoidable) abuses could detrimentally affect the PR industry and its practitioners. Succeed or fail, this event is already bringing together individuals from across the globe via the universally accepted forum of a group blog. Blogs allow people to transcend linguistic, geographic, and political boundaries in order to conduct a public discussion by giving authors and audiences the means for communicating in an immersive and interconnected manner, blogs are both the perfect topic for, and means of conducting, the discussions and debates currently affecting an industry built on communication.

What issue(s) will you be focusing on in your contribution and why?

I'm hoping to discuss the impact of technology on the PR industry and how creative, organized, and relevant use of technologies and the Internet can lead to positive results. There are numerous examples of misapplied technologies and tactics but, outside of the PR community, many are not aware of the successes achieved and where trends are leading the industry. PR must not only embrace these new trends and the communities that they are based on, but must also be willing to learn about the limitations of technologies that can deliver results — if we are willing to tackle and minimize obvious defects honestly and rationally. Blogs have essential benefits which the PR industry can adapt itself to better utilize. The "memory" of the Internet (with it's vast amounts of archived, searchable, and interconnected data) cannot be ignored because the negative impact of a serious mistake will be immune from spin, under tenacious scrutiny, and quickly exposed to public ridicule. With the free access and exchange of information that blogging and the Internet provide, one cannot expect the truth to always rise above the din, nor for information to find its intended audience without some help — in order to succeed, modern PR strategies must leverage communication in a way that effectively reaches and includes its audience in honest and open discussions.

Author: Anthony V Parcero | Jun 28, 04 | Permalink | 0 comments
Category: @ Anthony V Parcero | Participants' thoughts

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About: The Global PR Blog Week 1.0 is an online event that will engage PR, marketing and business bloggers from around the globe in a discussion about blogging and communications. The event is scheduled for July 12 - 16, 2004.

Links: The New PR Wiki

Recent Entries: Looking forward to 2.0; Site Statistics and Trends; A participant’s final thoughts; Traditional PR is dead - Long Live DIY PR; Quiet is the new loud

Recent Comments: Rick Barry on A Very Brief Look at Blogging for the Uninitiated Executive; George Mc Quade on The Battle Over PR; Duncan Adams on Robert Scoble interviewed on Corporate Blogging; Kevin O'Keefe on How to launch a corporate blog for a professional services organization; William Luu on Site Statistics and Trends