The New York Times reported today that\u00a0Target told a blogger to \u2018go away\u2019\u00a0when that blogger sent a simple inquiry to their communications department.<\/p>\n
Their PR person sent the blogger the following via email:<\/p>\n
\u201cUnfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets,\u201d a public relations person wrote.<\/p>\n
\u201cThis practice,\u201d the public relations person added, \u201cis in place to allow us to focus on publications that reach our core guest,\u201d as Target refers to its shoppers.<\/p>\n
Now, the issue here is not about what the blogger asked.\u00a0That is largely irrelevant.\u00a0The issue is that Target\u2019s PR department won\u2019t even take the time to respond to a blogger and take them seriously.\u00a0Target, apparently, has absolutely no idea that this is how the upcoming generation communicates.\u00a0Target also, apparently, has communications people that aren\u2019t in the blogosphere or they would have probably taken a few seconds to give them a legitimate reply.<\/p>\n
The ironic part of this story is that by ignoring the blogger, Target has produced for themselves an extremely negative story in mainstream media (the media they claim to want to \u2018focus on\u2019).\u00a0They don\u2019t seem to understand that, in fact, all media is now connected \u2013 content from blogs flows into mainstream media, and mainstream media content flows into blogs.\u00a0It is the same readers and audience everywhere.<\/p>\n
You cannot simply ignore a form of media just because it is new.\u00a0By doing so, you will inspire that entire community, be it blogs or whatever is next, to talk about the fact that you won\u2019t take them seriously.\u00a0These are your customers \u2013 in fact they are the most vocal, most involved, and potentially the most loyal customers.\u00a0They are the type that will have a positive experience with your brand and share it with their friends and with their readers.<\/p>\n
Blogging is merely a publishing platform online.\u00a0It is unfortunate that some companies view it as an immature platform, when many bloggers are publishing as good, if not in many cases better content than their print counterparts.\u00a0The medium is meaningless anyway \u2013 everyone gets their information differently.\u00a0It is the message that is of most importance.<\/p>\n
What kind of message is Target sending to its customers here?<\/p>\n
To PR people who think blogs are irrelevant:\u00a0you might want to\u00a0have a look at the state of the blogosphere.<\/p>\n","protected":false},"excerpt":{"rendered":"
The New York Times reported today that\u00a0Target told a blogger to \u2018go away\u2019\u00a0when that blogger sent a simple inquiry to … <\/p>\n