The devil is in the details of the Wal-Mart outreach program

I wake up this morning to find that I am virtually alone among PR bloggers on the Wal-Mart issue. Only B.L. Ochman seems to share my feelings that the giant retailer's blogger outreach program is a bit on the troubling side (in typical B.L. fashion, she uses much stronger words).

Most PR bloggers are simply shrugging their shoulders. So what, they ask? Big deal, they say.

I have to wonder if they are giving Edelman, the PR agency involved, a free pass because of its high profile in the blogosphere. I hope that's not the case.

As a group, we've been quick to jump all over blogger relations missteps. And some PR bloggers have even created buzz by complaining about being pitched stories themselves, but they don't see a problem with this situation?


Responsibility lies with PR firms

I read Richard Edelman's post where he outlined the rules of engagement for PR firms reaching out to bloggers. And then I read the e-mails that "online public affairs" specialist Marshall Manson sent to conservative blogger Rob Port.

It is my humble opinion that Manson skirts the spirit of Edelman's rules again and again. And as I posted yesterday, I believe it is the PR firm's responsibility to walk the straight and narrow line in this relationship.

I keep reading over and over again that bloggers should understand the dynamics of PR relationships and I question that completely. Yes, the early adopters involved in social media had a very tight grip on what constituted proper behavior and why transparency is important.

But anyone can start a blog ... anyone who doesn't have a clue what it means to be transparent or to operate above board when it comes to dealing with PR firms.


Is it worth the scrutiny?

The other point I read often is that if these bloggers don't follow the rules, they'll lose readership and be inconsequential. That is complete, utter baloney. These are political blogs ... as long as they spout the party line, they'll have an audience.

In the end, you have to question whether the return Wal-Mart received for its efforts is worth the scrutiny. The Wall Street Journal reported yesterday that only about six bloggers were involved in the program. For some reason, that fact makes Manson's overly-enthusiastic courting of Port even more icky.

Quick hit: I wonder why we aren't seeing this kind of analysis from the PR power bloggers?

Technorati Tags: Public Relations, PR, Blogging, Wal-Mart, Edelman