he year 2004 saw the rise Persuasion Blog which traces how
of the bloggers – a group blogs and participatory
of people who seems to journalism are changing the
wield a great influence on public relations practice.
society. Blogs became a big hit
mainly due to its attitude, Rubel has since transferred to
irreverence and an apparent Edelman, the world’s largest
inclination towards controversy. independent global PR firm where
One man, in the person of Steve he serves as Senior Vice
Rubel, believed that bloggers President and Senior Marketing
deserve to be chosen as Time’s Strategist. He is tasked to help
People of the Year. Edelman identify, test, incubate
and champion new forms of
The Man communications that get people
talking across new platforms and
Steve Rubel is a Public Relations channels. He likewise explores
Strategist with an extensive these technologies in his well
experience in public relations, read blog and in a weekly column
journalism and marketing for AdAge Digital. He is often
communication. He served as the sought out as a speaker and
Vice President for client service appears frequently in the press
in CooperKatz and Company, a since he is widely viewed as an
mid-sized PR firm based in New expert in conversational
York. From the time he joined the marketing through blogs, RSS and
company in 2001, he has handled a podcasts. His name has been
diverse array of included in several prestigious
business-to-business and lists such as Media Magazine’s
consumer-client campaigns on Media 100, the Always On/
behalf of various organizations. Technorati Open Media 100 and the
He also authors the Micro CNET
title="http://News.com" question whether a big agency
target="_blank">color="#001000" Persuasion. CooperKatz has
size="-2">http://News.com< renamed its Micro Persuasion
/a> Blog 100. practice Cogence which is a sort
of acronym for consumer-generated
Notwithstanding the change of intelligence.
employer in 2006, Rubel gets to
keep his blog using the same Edelman’s hiring of Rubel is in
name. Edelman paid CooperKatz to line with its strategy to shift
make this possible but the deal from a centralized,
does not include carrying over company-controlled message to a
the Micro Persuasion service more two-way conversation with
which Rubel offered prior to his the public. Rubel, on the other
transfer. Micro Persuasion has hand, felt that his transfer was
managed to create loyal just the next step to his
readership since it was able to personal evolution. He expects to
manifest the unlimited do pretty much the same thing
possibilities of the power of except that it will be for a
consumer-formed word of mouth. bigger organization.
This is probably the reason why
Micro Persuasion is listed as the Rubel is expected to work with
top ad blog by Technorati in Phil Gomer, Guillaume du Gardier
terms of authority with almost and Mike Krempasky, all experts
10,000 in-bound links from more in their own respective fields to
than 2,500 sites. make the ME2 Revolution reach its
realization. This would attempt
His name features prominently in to persuade more corporate
most media accounts in the rest clients to commit to blogosphere.
of the photosphere. There is a It has been noted that only about
20 out of the Fortune 500 products of his clients.
companies are seriously committed
to blogging. Failing to use blogs The firm’s expertise in brand
as a business tool is a missed communications extended to
opportunity to learn from corporate reputation and trade
consumers, link support to associations. It set standards
employees for corporate for the direct marketing industry
initiatives, reach out to other through its Mail Preference
stakeholders and create a brand Service. It soon diversified into
story and corporate reputation health, public affairs,
through the combined efforts of technology and crisis management
informed and passionate on-line and widened its geographical
participants. growth to include countries
across Europe, Latin America and
Steve Rubel’s current employer, Asia. It is acknowledged as the
Edelman has a long history in first PR firm on the web.
public relations. The firm was
founded by Dan Edelman after the Edelman marked its 50th
unprecedented success of the anniversary by introducing the
first-ever product media tour for Relationship Imperative which is
the Toni Company (a Gillette basically a new approach to
division at present). He opened communication. It recognizes the
his own shop in 1952 and from fact that information and news
then on defined marketing public have become increasingly
relations. The backbone of the democratized with the growth of
company was hinged on new product the Internet, new technology,
launches and brand-building. proliferation of media and
Soon, he was hiring celebrity explosion of blogs. It is founded
spokespeople such as actor on the belief that the future of
Vincent Price to promote the business lies in building and
sustaining relationship with by Media Magazine. His blog,
multiple stakeholders rather than Micro Persuasion, is read by a
selling. This is to be achieved huge number of editors searching
through dialogue, credible for fresh leads. In an ironic
sources and relevant experiences. turn of events, people from other
Brand-building is done through PR agencies pitch him in the hope
the activation of the most of getting coverage on his blog.
credible spokespeople made up of
the average person, friends and He started out just like any
family, regular employees and other PR operative which was to
recognized experts. These are get press for traditional clients
people who have become using traditional tactics. A
authoritative sources of shift in the way he found
information on any given subject. information prodded him to play
This is the role of Steve Rubel with RSS and blogs. He named his
in Edelman as it strives to offer Micro Persuasion blog from a
the better solutions for its thought that indicates how buying
clients. decisions are based on thousands
of “micro points” of persuasion.
Rubel’s Work Two of CooperKatz more important
clients – Association of National
Steve Rubel is the most Advertisers (ANA) and Weatherbug
often-quoted member of his (a software utility company)
profession and media increasingly benefited greatly from his help
turns to him for credible and in using blogs to facilitate
direct reference on blogging direct interaction with
trends. He was named among the audiences.
100 people most influential to
media in the company of the likes According to Rubel, the best PR
of Bill Gates and Oprah Winfrey people have always been
connectors. He readily admits among the rest with his vision of
that it is in his nature to be a seeing PR people focus on their
connector. Nearly all great individual niche and media being
bloggers are great connectors broadened to include citizens and
using the best connection tool professional media focusing on
ever invented – blogging. He specific topics. With these
prefers to share what he has little ecosystems living
learned about blogging and PR to together, people would one day
fellow practitioners instead of see that one message that needs
hording it as a competitive to be seen.
weapon. Steve Rubel stands out
About the Author:
http://www.theinternetone.net
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