While I straddle the fence on blogging - is it the end-all be-all, is it just a communications tool to be used (and sometimes abused), has it jumped the shark with the Business Week article - this is pretty cool to me.
For the Target manager/senior manager of media relations job for Target, one of the requirments is "Strong knowledge for Internet journalism, e.g., blogs" - think about that for a minute.
The fact that one of the largest retailers in the country - and, personally a favorite of mine - is doing this is quite interesting. Think of all the online shopping that goes on at Target.com, the past issues with Amazon/Target and the items for sale. Now, they are actually proactively looking for someone to deal with blogs, including the crisis communications that is sometimes needed when things are unleashed in the blogosphere.
This is a major shift in corporate awareness, understanding that online media and blogging are part of the communications mix, and need to be tracked, monitored, and yes, responded to sometimes. Let me reiterate that - Target is not buying the cluelesstrain pitch that blogging practices need to be separate, but rather is looking for a PR person that understands blogs, how to track them, and how to work within the blogosphere.
And, well, the person has to be a PR person with other PR experience. From the ad, it looks like Target stills want the other skill sets that have always been sought, but just want that added expertise to be in the mix for their new hire.
A round of applause for Target. And, a round of applause to Robert French, who likely has had to deal with the doubters, the nay-sayers and the cynics (and, well, just the cranky academia) when he made his Auburn students blog.
One downside: I bet Target gets a TON of bloggers with no PR experience applying, because, well, PR is easy and anyone can do it (eyeroll).
Technorati tags: communications, public relations, PR, PR blog, cluelesstrain
Thoughts on "communications, marketing, public relations and social media."
Target could really use blogging proactively as they tend to try out new and interesting concepts like pop-up retail. They basically inhabit a unique spot for a short period of time - a barge in New York Harbor during Christmas, a hotel in the Hamptons for the Summer. But I am getting ahead of myself and into the topic of a future post. Anyway, think of the blog potential for these types of temporary events.
ReplyDeleteWell, if Target is smart, they're reading such suggestions and getting ready to snag them!
ReplyDeleteWhat I would like to see? A well written character blog from Target Dog. That would drive most of the blogosphere insane, but if it was well written, it could become an open dialogue with customers.
If it were me, I'd end each post with either a grrrrr for bad things, or a woof for good things.
Jeremy:
ReplyDeleteHad to laugh at your suggestion that Target will get lots of resumes from bloggers with no PR experience ... just like we used to get lots of poets and "people who liked people" resumes back in the day.
Sadly, John, I was asked that once - are you a people person?!!
ReplyDeleteIt was the founder of the agency. I told them I was good with people, but was not prone to tears if a reporter yelled at me. The guy paused, and I followed-up with "that happen alot here?"
He had to admit that he had to calm down an AAE once a week.