Silence Happens... Temporarily

Minneapolis, Minn.

Week two in my Edelman Me2Revolution journey is well underway. This week I am on the road. I met with some interesting companies that I cannot name and had some fascinating discussions about word of mouth marketing that I can't disclose either.

"Wait, Steve," you might say. "Why can't you name them? The blogosphere is all about transparency. Give us the goods."

Well, the blogosphere is only as transparent as the rest of society. Do things bubble up in the b'sphere that might normally not see light? You bet. Is the blogosphere helping to make marketing and society overall more transparent and accountable? Yes, that's a good thing. However, our little corner of the Internet is not as transparent as everyone might hope. Lots of information needs to stay close to the vest, like it or not. Perhaps this will change one day.

Something that is becoming more transparent is the process of public relations. Yesterday, the blogosphere exploded in commentary over Edelman's outreach to bloggers on behalf of Wal-Mart. Some of it was pro-Edelman, other were against. Several of you emailed me yesterday why I didn't post on the story. Others more posted it on blogs. BL Ochman even asked if I am sorry I went to Edelman. Hardly, BL. So why was I silent?

Put yourself in my shoes. You just joined a high profile company with a high profile gig and you're getting your feet wet. The spotlight is shining on you from all directions.

In your second week a polarizing news story comes out that details how your new employer conducts business in the blogosphere. You don't have first hand knowledge of the situation. Some praise it, others condemn it. Everyone looks to you to comment. You're on the road working until midnight on the week's presentations. You scan the commentary and even leave a few notes here and there to correct misinformation, but you largely don't have time to craft a thoughtful post. That was the situation I was in yesterday and it's why I am now at 4:30 a.m. getting around to posting.

Some of you might think I was lying low or that I didn't care about the story. That's not the case it all. Yesterday I did not have a moment to craft a thoughtful post with the quality that you have come to expect from me. Was this wrong? Perhaps. I felt that this situation, perhaps more than any other in the two years I have been writing blog, required deeper reflection. I recognize that I need to speak out on this story. I also understand that no matter which direction I fall on this story, there is a sword waiting to catch me. Already some are calling me a hatchet man for the company. This comes with the territory of my new gig and I embrace it.

So here I am in my hotel in Minneapolis at almost five a.m. central time, ready to talk. The blog world is largely quiet now. In the US most of you are sleeping. In Europe, bloggers are starting their workdays. The Wal-Mart story has died down and some other meme will top memeorandum and Tailrank in a matter of hours. Google's new calendar is looking like a good candidate.

While as a brand new Edelman employee I did not have first-hand knowledge of the Wal-Mart account team's practices here, I have long believed that companies through their PR reps should build relationships with bloggers. As we do, our actions will inevitably bubble up to the surface as they did yesterday. PR professionals now live in glass houses. This puts it incumbent upon us to adhere to the unwritten rules of the blogosphere - to the letter. It also means that as this new form of common law shifts, so must we.

I wholeheartedly endorse Edelman here for reaching out to bloggers and for taking the high road in explaining why. If you read Richard Edelman's post, you will see where the organization stands. As for me, I will continue to post here in as timely a manner as possible when these situations come up. I will try to get faster. I will follow Scoble's manifesto as it is reflective of the blogosphere's common laws. At times this means I may even be critical of my employer, the industry and competitors. If you feel this post does not adequately answer your questions, please leave a comment and I will try to get back to you from my next stop in Chicago.

Comments

[Robert Scoble]

Steve, glad to see you! And, yes, even in America some of us are awake (there's a bunch of us that pulled an all-nighter here at Microsoft).

Can't wait to see if you can convince Walmart to blog. This wouldn't have happened if they had had their own blog going and had been transparent.

I'm pushing people to be more transparent here, too. It is fun working in big companies sometimes, isn't it?

[Gary Stein]

I think it will take a lot to shake the confidence this community has placed in you. I've been thinking about blogs vs. bylines. Bloglines (I know--the word's already taken, but I can't think of another one) are certainly unique creations in the media world. Some blend of front and editorial page in one. So, every news item carries an opinion and every opinion is somehow steeped in news. A professional blog (especially an agency blog) presses hard on that second part: what do you know that drives this post?

I wrestled with this a lot when I was an analyst, and believe the answer lies somewhere in your personal brand and that trust/confidence thing.

[Tinu]

Reading this made me kind of reflective. The first thing that came to mind is that when you become a public figure, people often forget that you're a person. A person with a life apart from what we see, whether that's online or on TV.

Not only should we not expect perfection from people... replying at the speed of the internet to any issue isn't always perfection. What is needed, especially when things get volatile, is a thoughtful response, not just a timely one. And I think sometimes we need to adjust our meaning of "timely" to reflect the real world, because the blogosphere is now part of it.

I'd still read your blog just because I respect your point of view on certain things, even if this issue upset me, even if you started blogging a week behind the news. Fast isn't always good, and sometimes too fast gives the impression of a scripted, (and therefore, dishonest) response.

[scott]

Don't let people put so much pressure on you. Say what you want when you want, or don't talk about it at all. Hell, Wal-Mart is an Edelman client, and as far as I'm concerned, they have EVERY right to require that their PR firm not blog about this controversy if they don't want you to. Frankly, I just assumed that because Richard Edelman had blogged but you, Krempasky and Gomes hadn't, that there'd been a decision that Richard would speak for Edelman on this one -- particularly because it concerns a client. There would be absolutely nothing wrong with that course of action. No kidding about glass houses, Steve. I'm so tired of all the self-serving hypocritical fingerpointing. Yeesh.

[Paul Fabretti]

Steve, your post sounds as if you have taken some of the criticism of Edelman personally becasue you are so well known.

Don't!

Your reputation, as Gary has said is rock solid and you are no doubt as aware as anyone that if people can name-drop to get themselves a tag on Technorati, then they will do!

As Robert says, if Wal-Mart already had a blog, there would have been none of this flying around, but equally Edelman should be applauded for having the guts to demonstrate their strategy.

Too many people have too much to say about so called "sponsored" blogging without any REAL idea how to implement it themselves.

What is effectively 3rd-party blogging could be a very useful tool for companies eager to dip their toes into the water and certainly should be considered as an option in ther short-term, so why the hell not do it?!

Now get some sleep!

[Paul Fabretti]

Steve, your post sounds as if you have taken some of the criticism of Edelman personally becasue you are so well known.

Don't!

Your reputation, as Gary has said is rock solid and you are no doubt as aware as anyone that if people can name-drop to get themselves a tag on Technorati, then they will do!

As Robert says, if Wal-Mart already had a blog, there would have been none of this flying around, but equally Edelman should be applauded for having the guts to demonstrate their strategy.

Too many people have too much to say about "sponsored" blogging without any REAL idea how to implement what is effectively (until Wal-Mart get their own bloggers) a 3rd-party blog strategy.

Now get some sleep!

[Javier Martí]

Good post.. As long as you are honest, I think that´s what we expect from you. We all know we all have interests and some info just can`t be disclosed. We all get that I think.
I think that the most important thing is honesty. You don`t have to tell us all, but what you tell has to be congruent with yourself and your previous opinions/attitudes. Lose honesty and you´ll lose much of what is pushing you up lately...
Regards
http://niquel757.blogspot.com

[B.L. Ochman]

Sadly, steve, your post sounds like PR-speak. Like it was written after long conversations with your new PR counsel, Edelman.

yes, i understand your position. And I understand that transparency only goes so far. I hope you understand that you're no longer an independent voice, and you never will be while your bread is buttered by a big PR firm. You can't have it both ways.

[Brian Connolly]

Steve,

Until the word “influence” is rid from the PR lexicon, there will always be the rank smell of hypocrisy with a flack touting transparency.

Is what it is.

Regards,

Brian Connolly
President
Furthermore, Inc.
http://WePublishing.com

[Jeremy Pepper]

Rings hollow, because you never have understood transparency on your blog to begin with. Does this change because you are at a big firm? Not really - there is no need to discuss everything that you do on the blog anyways, and there was no need to mention that you are meeting with clients or working on a WOM campaign. Do you bring up every little detail about your personal life here? No, I am sure of that. So, why bring up every little detail about work, and then say you can't say more? No reason at all, actually, except to pat yourself on the back.

Rings hollow, because even though you have been "getting your feet wet" you had no problem attacking other firms as getting it less than you and Edelman. Another blog even asked you to comment about it - and we all know how much you track yourself - but surprisingly mum here as well.

Rings hollow, because you actually say nothing here about the situation, and if it weren't Edelman, you would be screaming bloody murder.

[Robb Hecht]

Steve, yes, get some sleep. But not too much. Minneapolis is my home town and there's too many cool things to do there. Step away from the computer - for a few minutes - and head to the Metrodome. (Making sure to pass by some Wal-Marts along the way.)

[Antonio]

Steve, I have been a daily follower of yours from Austria, Europe for over a year now. I agree with earlier posts. You keep on doing what you do the way you like. You're not in a kind of transition from garage to mainstream and Edelmann would probably not have been interested in your services if you'd not be .... Steve Rubel.

[Dennis Howlett]

There's nothing wrong with keeping quiet. NDAs were invented for a purpose. Wal-Mart? don't want to go there. Too depressing - net importer to the US...is it $30 billion pa?

[B.L. Ochman]

Ben Popken commented on my blog "I emailed Steve Rubel, hoping for a quote, and instead got a reply back from Marshall Manson." http://www.whatsnextblog.com/archives/2006/03/post_25.asp#comments

Is he your new spokesman?

[Steve Rubel]

BL, I don't have a spokesperson. Want the gig? I forwarded Ben's inquiry because 1) I was knee deep in deadlines and 2) Marshall is closer to the entire WM issue. He ran it.

[David Burn]

B.L. Ochman and Jeremy Pepper sure do have a lot of advise to give.

What is this quest for purity?

Blogs are web sites run by people. People are people. That is, they're imperfect.

I think it's clear that Rubel had nothing to do with this Wal-Mart thing. Why must he defend his new firm for past actions of others?

He needn't.

Hopefully, with Rubel on board, Edelman can now make better decisions going forward.

[Jim Grisanzio]

Hey, man, cut yourself some slack. You're in a new job and if people expect you to jump right in to hot situation like this, well, I totally disagree. That would be a brain-dead dumb PR strategy. If I went to a new company like you have in such a public way, I'd take a blogging break until I got more deeply involved in all of the new issues. A month off-line would be reasonable, I'd say. But that's just me.

I agree with Scoble, though. I think Walmart needs to blog itself, not spin external bloggers via PR agency campaigns. I don't think that's good long term strategy. I think your employer compromised itself here and should have known that this could easily spin out of control.

[Jeremy Pepper]

Thanks for being the conscience of PR bloggers, David. Not sure where I was giving advice on WalMart, and the PR bloggers that I know at Edelman I have nothing but the utmost respect for ... people like Phil, Mike and Richard.

As for Steve, it's not a quest for purity, but more a quest for honesty. I find that lacking at times. Very lacking.

[Robert]

My post had nothing to do with the current Wal-Mart story. It was posted before the story was published.

I deal with students. They see high profile PR bloggers - and their actions/practices within their blogs. The students try to determine what the best practices are, so they may learn from the examples. That is why I ask questions.

I *asked*, "Has Edelman (Worldwide) hired - unwittingly - a hatchet man?" That question was based upon your recent "all hat, no cattle" critiques of competitors. Your critiques were missing a display of your own "hat and cattle" and any specific examples of how your past practices differentiate you from those you criticize. If you are not trying to whack down the competition, then please share what you *are* trying to do.

And I acknowledged that this situation you find yourself in does come with the territory. That was the point of the discussion - I was hoping for in the post. More importantly, how will you handle your new role? Will you continue to post critiques of the competion? Are you trying to set your practice apart from the others? If so, where are the examples of why your practices are better?

I see an elephant in the room. Those questions still go unaddressed. Steve, you now reference the post, but choose not to answer the questions. OK. But, I am quite sure I am not the only one asking these questions, either.

The choice, of course, is yours to make. It is your blog (or Edelman's). There is no disclaimer on your "About" page similar to, "The views contained in this blog are (whose?) ..." Are you a voice of Edelman Worldwide? Right now, your blog says you are.

Clarify or avoid. If you clarify, learning may occur. If you avoid, won't speculatation continue re: your intentions on everything you write?

[Steve Rubel]

Robert, this blog and its views are exclusively mine. However, as one "high profile" employee of Edelman I also recognize that by association represent the company no matter where I am. You're right in that the blog needs to have some kind of disclaimer along the lines of what others have. I will put one up shortly. Thanks for the advice. The comments about the competitors represented my own views.

[Brian Humphrey]

Steve: Please don't let the half-baked short-term comments of detractors effect your long-term outlook. Keep up the great work, and to thine own self be true.

Brian Humphrey
Firefighter/Specialist
Public Service Officer
Los Angeles Fire Department

[Serge Lescouarnec]

Steve

Personally I have no respect for Wal Mart practices as they relate to their suppliers, employees and other parties as of now.
Being consistent, I do not shop there.
Regarding 'Wal Mart' and the blogosphere, what bothered me most was that a number of 'bloggers' posted company speak 'verbatim'.
I think anyone has the right on this topic and any other to have a different opinion than mine but just being a 'mouth piece' is different.
My 2 cents.
I have to say I thought of you as soon as I read about this story.
As the 'Beatles' said 'Can't buy me love'
Life in the limelight can be darn hot.

Take care

Serge

http://www.njconcierges.com

Blog:
http://sergetheconcierge.typepad.com

[Mike]

You know what I don't get here? If most of Wal-Mart's PR woes come from the public's perception of its working conditions, why didn't they directly address that perception by having the workers blog? Why did they rely on external bloggers to talk about peripheral issues?

[David Burn]

Thanks for being the conscience of PR bloggers, David.

I think you and B.L. have that part covered, Jeremy. But thanks.

[Jeremy Pepper]

Steve,

I wish I could quit you...