One thing that Web 2.0 is revealing is that some companies adopt an arrogance towards their customers and marketplace that borders on insanity. In more credit-easy, less wired-up times, companies could launch a product, divulge corporate moves or release information totally on their terms, based on past runaway success.
However, with tighter wallets and free access to online discussion, power is changing hands. For instance, Apple’s recent handling of the issue of Steve Jobs’s health in the run up to MacWorld is indicative of a wider malaise amongst communications professionals. Jobs has been losing weight and an Apple spokeperson, after a week of silence, had denied he is in poor health. Yet, after years at the helm, he didn’t front up Apple’s new product presentation this week.
If a ‘no comment’ approach is adopted, rumours and blogs could spread a much more negative message at lightning speed.
There are also wider issues. In terms of a semantic Web, communications have to be crafted not only for human consumption but also for search engine bots. A rapid response on a company blog not only demonstrates honesty and an awareness how people are communicating but also creates bot-friendly juice.
We have found extaordinary interest in the way corporate communications are now subject to the pressures of millions of private journalists/bloggers, Twitter, search engines, keywords, links and semantic markup.
We are in the middle of change and it’s exciting to us and those who choose to come out of their comfort zones and embrace Digital PR.
