Blogger in Wal-Marts Mission

Veröffentlicht am 8. März 2006 um 14:24 Uhr von

Via Basic Thinking: NY Times Wal-Mart Enlists Bloggers in P.R. Campaign:

Under assault as never before, Wal-Mart is increasingly looking beyond the mainstream media and working directly with bloggers, feeding them exclusive nuggets of news, suggesting topics for postings and even inviting them to visit its corporate headquarters. But the strategy raises questions about what bloggers, who pride themselves on independence, should disclose to readers. Wal-Mart, the nation’s largest private employer, has been forthright with bloggers about the origins of its communications, and the company and its public relations firm, Edelman, say they do not compensate the bloggers. But some bloggers have posted information from Wal-Mart, at times word for word, without revealing where it came from.

Tja, und das kam dann raus, und der Ärger war groß. Merke: Blogger sind Multiplikatoren und als solche schwer berechenbar. Sogar das wortwörtliche Nachbeten vorproduzierter Botschaften liegt im Rahmen des Möglichen.

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