Krempasky.com

It’s Valentine’s Day – so in the spirit of love and charity, here’s some free advice. Consider it my contribution to consumer protection.

There are a lot of PR professionals out there who have a pony with but one trick in this new medium. They have one answer to every question. They’ve got a hammer, and all they see are nails…etc, etc, blah, blah.

Prospective clients have read the articles in Business Week, they’ve heard the chattering classes wax poetic about the Power of A Fully Operational Blogosphere. They ask their agency of record, “what can you do for me in this blog-thingy?” If it’s an agency of clout or influence, they might have a designated blogger meandering about – or they go out and find a specialty firm: Blogs R Us.

In the end, the answer is always the same: with zombie like repitition, they deliver the goods, “You must have a blog. It’s the only way to engage in real conversation. You’ll never be taken seriously if you don’t have this bright shiny object that I can sell you for just this small five-figure retainer.”

Ah, so many words come to mind. Not many of them printable on a family blog. So let’s settle for two: hogwash and chutzpah.

Repeat after me: you don’t need a blog. Or more precisely, you might need a blog – but your interest in the medium alone is hardly dispositive. Actual participation as a blogger is a big step that demands serious committment. It can certainly bear fruit – in the right circumstance.

But it. Is Not. For Everyone.

Far, far, far more important – is a plan that includes strategy and tactics to ENGAGE the blogs that are already there. If you don’t have that in place – I don’t care how many trackbacks you send or timestamps you fudge – you’ve been sold a bill of goods.

So, friends – here’s your handy reference chart: if the first thing your consultant recommends is starting a blog – run away. Don’t look back, don’t pass GO.

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