The war is over. The people have defeated the corporation. Need proof, read this week's BusinessWeek cover story.
They are the ones who are in charge now. They are using the Internet to
tell companies what products to make or telling the world what a word means. That's when they're not developing new products of their own and marketing them. Bob Metcalfe was right. The value of the network really does multiply as do its nodes.
So now that the public is credited for calling the shots, what does it
mean for public relations? Here are the 10 commandments for public
relations professionals as I see them in the Golden Era of
1) Thou shall listen – Utilize every avenue available
to you to listen actively to what your publics have to say and feed it
back to the right parties.
2) Remember that all creatures great and small are holy
– It doesn't matter if it's the New York Times calling on you or an
individual blogger, both have power. Take them all seriously.
3) Honor thy customer – Create programs that celebrate customers and they will celebrate you.
4) Thou shall not be fake – Keep it real; don't hide behind characters and phony IDs.
5) Covet thy customers – Don’t sue your fans. You will alienate them.
6) Thou shall be open and engaging – Involve your customers in the PR process. Invite them to help you develop winning ideas and become your spokespeople.
7) Thou shall embrace blogging – It’s not a fad, it’s here to stay. Be part of it.
8) Thou shall banish corporate speak – People want to hear from you in a human voice. Don’t hind behind corporate speak. It will soon sound like ye olde English.
9) Thou shall tell the truth – If you don’t tell the truth, it will come out anyway.
10) Thou shall thinketh in 360 degrees – Ask not what you can do for your customer, but also what your customer can do for you.