Blogging as a way to thoughtful leadership

January 20, 2007

Blogging as a way to thoughtful leadership

In his book “Blog Marketing,” Jeremy Wright describes a notion of thought-leadership. Essentially, the term refers to someone who leads by “proposing new and innovative ideas,” as someone who leads by example. How many of us can say that about our boss? I am sure not many. One of the characteristics of a thoughtful leader is that he or she isn’t afraid to constantly interact with employees as well as customers, and become better known in the marketplace. Blogs certainly provide an excellent platform for a leader to become more visible, prominent and thus, influential. The one blog that did come to mind as I was reading this chapter was Richard Edelman’s 6 AM blog. I read it on the monthly basis and personally consider it to be an excellent window into what many consider the leading PR agency in the world. Mr. Edelman isn’t shy about engaging with his readers and clients. He writes one of the more interesting and detailed blogs one would expect of a thoughtful leader. He didn’t hide during the Edelman/Wal-Mart fiasco, but instead quickly came forward apologizing for the mistakes of the company. By coming forward quickly, Edelman showed a brilliant strategy—the sooner the leader addresses his/her company’s mistakes, the sooner the issue itself dies down. Aside from that, he writes about his experiences at conferences, thoughts on environment, PR industry, technology, NGOs and much more. Simply put, anyone who is interested in public relations as a topic or a career should read Mr. Edelman’s blog on a weekly basis.

 

Mr. Edelman’s blog serves also as a window into his mind and allows others to interact with him in a very public way. Just to think that a few years back, public’s interacting in this manner with a CEO of a large PR agency was close to impossible. Moreover, by blogging on a weekly basis, Richard Edelman has positioned himself as one of the more thoughtful leaders in the public relations industry today.

 

Perhaps not as technically savvy as Mr. Edelman but nevertheless a PR guru himself, John Margaritis, is the head of the public relations arm of Euro RSCG Worldwide. About a month ago, I wrote him a letter asking for a meeting and unlike many to whom I reached out to in the industry, he wrote me back saying he would be pleased to meet with me any time. Mr. Margaritis is one of those A-class sentimental and brilliant gentlemen who reminisces about the good old days when communications was much “simpler”—by that he means typed and even hand-written letters. Although he doesn’t write a blog, Mr. Margaritis and his firm quickly recognized the power of blogs and digital media. “Blogging and digital media is the way of the future. At our company we’re in the thick of it.” To this day, Mr. Margaritis regrets not firing back at what he called a “misleading and bitter” report 60 Minutes did about one of his clients a while back. With today’s blogs and videocasting, he said, he would have fired back at the program much more efficiently, essentially saving his client’s business.

 

Blogs are becoming increasingly important when it comes to leadership positioning. By expressing innovation and thought on your blog, companies’ leaders can position themselves as a rare and much coveted thoughtful-leader. It is a tool for a leader to invite transparency and authenticity. I wholeheartedly agree with Mr. Wright’s notion that blogs should not be used as yet another marketing tool. As he rightfully notes, consumers are being marketed to enough, and should never feel “they’re being talked at, but talked with.” Inadvertently, however, a blog becomes a marketing tool by hopefully creating a public good will. Blogs posted by companies’ leaders do allow customers or other interested parties a window into the company, that is perhaps more intimate than what they have experienced before. Companies and their leaders no longer have to hide in the style of the leadership at Exxon Mobile, but have an opportunity to come forward with their mistakes as well as accomplishment and invite feedback and interaction. Doing precisely that can prevent a media firestorm and make the issue go away much sooner, benefiting the company and the customers in the long run. For public relations, this may be just one of the more valuable tools for gauging and influencing public opinion.

Permalink