The Cincinnati Enquirer reports that companies are increasingly engaging in legal dogfights with consumer gripe sites.
This article shows the level of fear that’s out there in corporate America, now that consumers are finally more empowered to express themselves.
Earlier today I spoke by phone with my friend Robert Scoble about this very topic. Imagine for a moment that the companies mentioned in this article had transparency running through their veins. They practiced openness and were actively engaging in a regular dialogue with consumers online. I bet – and I think Scoble would agree – they might not have to worry about such attack sites.
The same applies for amateur ads that are popping up online. Companies are terrified of them. I could feel the fear in the air when I spoke at iMedia Brand Summit this week. This is why ad gurus like author Jack Trout are poo-pooing consumer expression. He even told the Christian Science Monitor this week: “The ad industry should rise up against (amateur ads).” Please. Gimme a break. Don’t eat that Trout – it’s bad for you!
The real truth is you can’t “manage the Internet.” All you can do is listen to it and jump in and speak in a human voice. Those who do this will win. Those who don’t will lose. It’s that simple. Nevertheless, some companies will never get it. Others will, but it will take time.
Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.
He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.
