How I see it, as I see it.

Spokesperson training has existed as long as PR itself. 

As William Wray Carney suggests in his media relations textbook “In the News,” one of the most basic principles is to “provide information form a credible source.”

Todd Defren, experienced PR blogger and father to the social media news release, would agree.  His most recent post describes a “social media engagement” between one of his clients and an industry blogger.  Long story short, he suggested one of his clients “get involved in the Comments section” of the blog. 

In his post, Defren explains that this approach defeated several unsuccessful attempts to get the blog’s author, Gina Trapani, to write about his client — NEAT Receipts.   

At first, my red flag went up.  With all sorts of online conversations attacking floggers and ethically questionable online activity, I was caught a bit off guard.  However, as I read on, I began to develop an understanding of what made this practice acceptable.  The key being spokesperson training and disclosing who that spokesperson is and what they represent. 

Defren and his team’s ability to identify this online conversation, and approach it correctly, led to a “big-time profile of a NEAT Receipts customer in the cover story of the March edition of Fortune Small Business.”

This success story demonstrates the potential that lies within social media.  The modern blog, a mere six years old according to wikipedia, is hardly new media anymore.  However, the adoption of social media tools within PR strategies are continuously redefining the medium and its abilities. 

As PR professionals continue to get a handle on the new bells and whistles afforded by social media, success stories like Defren’s become valuable resources. In effect, redefining the tool as a resource within itself.

As PR bloggers are being looked to as the experts, and their blogs as classrooms — how do you feel this will help or hinder the public relations profession?

In response to positive feedback on the benefits of blogging, I have decided to launch my first blog. (Well, that and the fact that it’s now a requirement for my Online PR course at Centennial College.)

My initial hesitation in launching a blog was rooted in the fear of publishing my personal thoughts and opinions for the world to see. However, after sifting through hundreds of pro-blogging posts, I am convinced that Web 2.0 sets the stage for  opportunity more than it does threats.   Enabling instantaneous sharing and reflection of information and opinion, it levels the playing field and encourages insightful thinking. To pass up blogging is to pass up the opportunity to develop my craft.

I struggled with the earliest stages of blog development – choosing a name.

At last fall’s IABC/Toronto event – an evening seminar on surefire strategies for branding yourself – keynote speaker, Roz Usheroff, emphasized the impact, influence and opportunity that lie within a strong brand. As I have learned, writing a blog provides opportunity to manage your online reputation.  In essence, a chance to brand yourself.

I found myself two days (and countless lists) later, still trying to generate a name that: (1) accurately represents who I am, (2) distinguishes me from my peers and (3) triggers the idea that it is a student’s commentary on PR.

Narrowed down to two names – Fresh PRspective or PRpetual Motion – I resorted to surveying peers, colleagues and friends.

Almost instantly I got a response from blogging guru Paull Young:

“Hmmm, I must admit that the plays on PR are getting a bit over done. (Says the man who author’s Young PR - however in my defense that’s simply my initials). 

How about plain old kristenzemlak.com? I’m moving over to paullyoung.com shortly (but hanging onto Young PR cause I’m already branded as such).”

At this moment, I realized that in an attempt to be original, I fell into the trap I was trying to avoid. No wonder I couldn’t figure out which one to use – neither was good enough.

Out of this, my blog name was born – How I see it, as I see it. I feel this title accurately represents what I plan to publish on this website – my experiences, as they relate to PR, corporate communications and Web 2.0.

 I welcome the comments of my peers, colleagues and friends on the posts to come.