Kami Watson Huyse's Communication Overtones contains an interesting discussion over the use of blogging as a 'tactic' for communicating and influencing others. Shel Israel at Naked Conversations took exception to Kami's classification of blogging as a tactic.
However, I think blogging is another communication channel, much like the telephone, the press release and the lunch counter. In fact, I've been re-reading Bernay's Propaganda and in it there's a quote from a famous author that helps further the notion that blogging is just another tool or channel of communication.
"Modern means of communication - the power afforded by print, telephone, wireless and so forth, of rapidly putting through directive strategic or technical conceptions to a great number of cooperating centers, or getting quick replies and efective discussion - have opened up a new world of political processes. Ideas and phrases can now be given an effectiveness greater than the effectiveness of any personality and stronger than any sectional interest. The common design can be documented and sustained against perversion and betrayal. It can be elaborated and developed steadily and widely without personal, local and sectional misunderstanding."
This idea, proposed by H.G. Wells, could very well define the use of blogging to communicate to individuals and groups to change perceptions and shape events.
Blogging allows individual influencers to reach specific targeted groups, who in turn, reach out and influence other groups. This would seem to make blogging a tactic, or tool, aimed at allowing groups and individuals to influence and persuade. That doesn't diminish the power of blogging, nor does it make blogging an evil tool for the promotion of propaganda. It's just another way of communicating, like the new telephone and wireless systems recognized by Mr. Wells.
See also:
PR: Technology and the rest of the world
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Edward Bernays was a true pioneer in our field who unfortunately left us saddled with the word “propoganda,” which took on a negative connotation.
The definition of PR always included the notion of a two-way conversation, as your quote shows; however, we have slowly developed better “tools” by which to do this over the years.
PR is not media relations, media relations is a strategy within PR.
Thanks for the historical reminder.
That’s why I’m enjoying my fresh look at Bernay’s book. You can’t consider media relations to be the end all strategy. I don’t care if you’re talking to your neighbor or placing a story in a major trade, you still are going to use a multitude of strategies to accomplish spreading your message or changing the way others think. Shel’s right about using the strategy of blogging to reach specific groups, but I also think there are many other ways of getting the word out or impacting opinion and beliefs.