Find, Listen, Engage and Empower

    February 20, 2005

At CooperKatz, our new Micro Persuasion agency practice has four basic philosophies.

We help companies find their evangelists/vigilanties, listen to them, engage them in dialogue and, where appropriate, empower them to help spread the word for us. Here’s a good example.

Tonight I noticed that Gordon Gould was trashing WeatherBug, one of our clients. I left a comment on his post that we could set up a conversation for him with the WeatherBug team to address his concerns. The result? Gordon was smack down impressed and now is willing to listen. Will he change his tune? I am not sure. But at least I know we’re all listening to each other, which is a start.

So for all PR people thinking about getting started in blog relations, I challenge you to ask yourselves this: “How big are your ears?”

Reader Comment:

From Rich at Hello_World

“I love the concept of the service you’ve launched at KC, but just cant help wondering about the wisdom/logic of using the Micro Persuasion name. I can’t see a real upside (Steve Rubel is the brand in this case, not Micro Persuasion), but there are quite a few negatives; what if you leave? What if you want to publically disagree about something your company has done? What if you want to discuss an issue a client may not like?

I’m just curious…!”

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.