Traditionally, public relations agencies have considered any press good publicity. However, in this day and age of new media, that standard has changed. Sam Ford of Peppercom calls the traditional viewpoint “a major mistake.”
In an interview with Abby Johnson at SXSW, Ford explains that communicators should think qualitatively in terms of what people are saying, instead of quantitatively. In addition, now as brands are getting more involved in social media, they need to realize that they might not like the feedback they receive.
If you are not ready to hear honest feedback, then maybe new media is not the place for you. Ford says, “Engagement only works if you’re prepared to engage on your side as much as you’re expecting the audience to engage.”
He also points out the harm in a brand “over-promising” its ability to engage if it cannot. Unfortunately, many Web 2.0 business models are built off of strategies for engaging the audience, but if the brand is not p
