Matias

The Global PR Blog Week 2.0 is an online event that will engage PR, marketing and business bloggers from around the globe in a discussion about blogging and communications. September 19-23

Durante el mes de septiembre (19 al 23) se relizará la segunda edición Global PR Blog Week, la conferencia que reune durante una semana a profesionales de relaciones públicas de todo el mundo, para intercambiar experiencias y aprendizajes acerca de como las nuevas tecnologías estan cambiando las prácticas de relaciones públicas y comunicaciones corporativas.

Por segundo año consecutivo integro la lista de profesionales que exponen sus ideas en este evento. El año pasado participe con un artículo donde presenté al profesional de Relaciones Públicas en el rol de facilitador del proceso de incio de weblogs corporativos, prestando atención a las competencias y habilidades requeridas por las personas y los procesos que esta actividad requiere, integrandolos al mix de comunicación desde una mirada sistémica, teniendo en cuenta el impacto para la organización.

En esta segunda edición, desarrollaré la idea del uso de los weblogs en la comunicación interna de la empresa, una práctica que ya comienza a tener referencias. Mi intención es integrar el diseño de conversaciones (Fernando Flores, Rafael Echeverría) y la teoria del lenguaje como generadora de compromisos y acción social, con la dinamica de los blogs.

El artículo aún está en su proceso de maduración, pero ya presente a los organizadores el nombre del mismo: How to designing powerful conversations that open possibilities for action and colaboration with blogs. (Blogs como herramienta de comunicación interna: Cómo diseñar conversaciones que nos otorgen poder para abrir posibilidades para la acción y la colaboración con los blogs internos)

Aquí te copio el programa completo, de lo que será Global PR Blog Week 2 el evento de Relaciones Públicas que presenta las ideas y tendencias mas innovadoras del uso de las nuevas tecnologías en la comunicación corporativa.

Blog relations - pitching bloggers; engaging bloggers
1. Alice Marshall - Developer and Software Process blogs, how blogging is shaping the technology debate.
2. (*) Tim Fischer: Managing Blog Relations – Strategic Steps for PR with Weblogs
* reviewers: Kevin Dugan, Neville Hobson, Colin McKay

Building an audience for a blog
1. BL Ochman -- Building an audience for a blog (includes tips and tools, and leading business models for blogs)
2. John Cass - Exploration of this issue through data from respondents to the 2005 corporate blogging survey
* reviewers: Anita Campbell, Alice Marshall, Mark Rose

CEO blogs
1. (*) Jeneane Sessum: Adding Your Voice to the Conversation — Why CEOs Should Blog
2. (*) Dave Taylor: Why CEOs shouldn't blog
* reviewers: Robb Hecht, Jeneane Sessum, Dave Taylor

Communities - Business blogging communities/blog aggregators (e.g. Sun, Microsoft, HP)
1. Elizabeth Albrycht - Blogs: Foundational Tools for Community Network Building
2. Niall Cook: Hill & Knowlton case study: Implementing a business blogging community
* reviewers: Niall Cook, Michael O'Connor Clarke, Mark Rose

Consulting - PR Agencies & New Media
1. Mark Rose - Blogging & PR Firms: Resistance, Challenges, Opportunities - podcast/videocast with Richard Edelman, Matt Harrington (Edelman NY), Jim Horton, David Weinberger (invited), NY Times Business Editor/Reporter
2. Niall Cook: Practising what you preach: does it really matter?
* reviewers: Niall Cook, Peter Himler, Shel Holtz, Alice Marshall, Colin McKay, Mark Rose

Crisis Communication
1. (*) Michael Terpin - Crisis Blogging: Risks, Rewards and the Rapidly Changing World of Best Practices

Customer Generated Marketin
1. Kevin Dugan: Consumer Generated Marketing - The Customer is always right
2. Neville Hobson: (Title pending)| Topic: Vigilante journalism
3. Colin McKay: How to find space for PR in B2C and B2B consumer generated marketing
4. (*) Joel Cere: Consumer Generated Marketing or Consumer Generated Mayhem? Myths, Hopes & Realities
* reviewers: Elizabeth Albrycht, John Cass, Kevin Dugan, Robb Hecht, Neville Hobson, Mark Rose

Education - New PR education
1. Robert French - Case studies: Auburn University - Class Blogs & MarcomBlog.com - Engaging students and professionals in experiential education
2. (*) Thomas Pleil - Weblogs in PR education: a German case study
3. Chris Bechtel - New PR in the Corporate World: Best practices in educating staffers and executives
* reviewers: Bernard Goldbach, Josh Hallett, Robb Hecht, Constantin Basturea

External blogs
1. John Cass: The Value of Corporate Blogging, Results from Backbone Media's 2nd Corporate Blogging Survey
2. Kevin Dugan: Interview with Bryan McCleary?, Crest brand manager, Procter and Gamble (Insight into P&G's 900+ person external relations group and how PR plays a role in the Crest brand)
3. Robb Hecht: Interview with Tony Russo, CEO, Euro RSCG PR (Topic: Healthcare PR & Blogging)
4. Robb Hecht: Brand Blogging & CGM
5. Ryan May: Corporate Blogging - Moving Forward (How corporate America is adjusting to the saturated blogging market)
* reviewers: Elizabeth Albrycht, Robert French, Alice Marshall, Ryan May

Fake blogs
1. (*) Dave Taylor: Fake Blogs: New Marketing Channel or Really Bad Idea?
* reviewers: Michael O'Connor Clarke

Global - Business blogs around the world
1. (*) Jorge Camara -Bringing Europe closer to its citizens: "Hello? Can 'EU' hear me?"
2. (*) Italo Vignoli: Growing a PR blog in a different language
3. (*) Wayne Hurlbert - Business blogs: Not just North America anymore
* reviewers: Neville Hobson, Michael O'Connor Clarke

Internal blogs
1. (*) Christopher Hannegan - Internal Blogs for employee communications
2. (*) Matias Fernandez Dutto - How to designing powerful conversations that open possibilities for action and colaboration with blogs
* reviewers: Britt Parrott, Robert French, Shel Holtz, Ryan May

Government & citizens
1. Stuart Bruce - Politician's blogs, the role of blogs in e-democracy
2. Stuart Bruce - Blogs: power to the citizen
3. Robert French - State & Local School Board Use of Blogs & RSS Tracking - Adopting RSS aggregators and an internal blog to further track online impressions
* reviewers: Colin McKay, Alice Marshall

Legal issues
1. Colin McKay: The complexities of government blogging in a dynamic policy environment
2. (*) Trevor Jonas - Blog Policy: Perils, Pitfalls and Issues to Consider When Starting A Corporate Blog
* reviewers: Neville Hobson

Mainstream media and citizen journalism
1. Octavio Rojas - The situation in Spain
2. Alice Marshall - Interview with Ann McDaniel, Vice President, Washington Post Company.
3. Alice Marshall - Interview with Ruediger Lentz, Washington Bureau Chief for Deutsche Welle.
* reviewers: Kevin Dugan, Michael O'Connor Clarke, Peter Himler, Jeneane Sessum

Non-profit - blogging for non-profit orgs
1. Robert French - Easter Seals & Camping Case Study - Implementing blogs to engage donors, parents and consumers (campers)
2. Josh Hallett - Blogs for Events - blogs offer a cost-effective solution for non-profits to promote, cover, discuss and wrap-up events.

Podcasting
1. Shel Holtz: Rationalizing business podcasting
2. Neville Hobson: Podcasting: The informal voice of internal communication
* reviewers: John Cass, Robert French, Bernard Goldbach, Shel Holtz, Mark Rose

Product blogs
1. (*) Jeff Hardison: Opening a Product's Hood through Blogs - Interview with Jud Branam, Hass MS&L, PR counselor behind GM's FastLane product blog
* reviewers: Dave Taylor

SEO
1. (*) Wayne Hurlbert: Blog SEO: Beyond counting links

Tools & Trends
1. Anita Campbell: Six Ways Businesses Are Using RSS for Competitive Advantage
2. Shel Holtz: Blogs vs. press releases
3. Tom Murphy: Pragmatic Public Relations
4. Constantin Basturea: New media technologies and the rise of dialogic public relations
5. (*) Lindsay Olson - Public relations and Recruiting | How recruiters look at blogging and PR bloggers for job placement – the pros and cons of blogging while searching for employment.
6. (*) Bob Wyman: The Power of Prospective Search
7. (*) Bob Wyman: Blogs & Prospective Search technology for Corporate Reputation Management
8. (*) Sally Falkow: Blogs and RSS - the hottest Internet marketing strategy for 2005
9. (*) Michael O'Connor Clarke: Who said that? New tools for monitoring blogs and buzz
10. (*) Jon Froda & Jesper Bindslev: Goodbye Bounded Entity!! Or how Multi-Directional Communication and Corporate Blogging transcends and alters Organisational Boundaries
11. (*) Dee Rambeau and Chris Bechtel - Best Practices in Online Media Relations: Utilizing Internet Newsrooms and RSS to deliver on Strategic Communications Objectives
12. (*) Michael Terpin - Live 8 Case Study: How to Leverage Traditional Media and Viral Messaging to Create a Blogosphere Phenomenon
13. (*) Todd Defren - Forget Measuring Clips. It's the Sales Leads, Stupid!
* reviewers: Anita Campbell, Jeneane Sessum, Dave Taylor

Transparency & Ethics
1. Elizabeth Albrycht - Is Transparency the Key to Improving PR's Reputation?
2. (*) Anthony V Parcero: Transparency & Ethics, a Blogger's View from the Outside
* reviewers: Philip Young, Shel Holtz, Mark Rose, John Cass, Robert French, Dave Taylor

Podcast interviews
1. Robert French - Group Interviews with PR Educators - Philip Young & John Hitchens, and Leeds Business School's Richard Bailey or Group Interviews with Global PR Blow Week Participants
2. Eric Schwartzman - Beyond the press release; building thought leadership through original programming podcasts
3. Chris Bechtel - Podcast round up; a discussion of businesses using podcasts to communicate with their constituents.

Wikis
1. (*) Mike Manuel: Putting Wikis to Work for Your PR Program
2. (*) Dan Forbush: A Proposal for a New Experiment in Wikitorials
3. (*) Giovanni Rodriguez: Groupwise - innovation and new media in the age of collaboration
* reviewers: Mark Rose, Bernard Goldbach, Constantin Basturea

Topic TBD
1. (*) Andrew C Corcoran: 'Flogs' determine the power of a well-used blog
2. (*) Dan Forbush: Micro Media on Campus: How Academic Public Information Officers Are Putting the New Tools to Work
3. (*) Peter Himler: Why I Take the Time to Blog
4. (*) Michael O'Connor Clarke: No Spin Zone - what your Corporate Communications department should do about employee blogs
5. (*) Jeremy Pepper: Views from the last year – a compendium of highlights of interviews from the past year | Subject: PR and blogging
6. (*) Matthew Podboy: Online Communications: How to educate your employees and clients (an agency perspective)
7. (*) Steve Rubel: Why Creating Community is in Every PR Person's Job Description
8. (*) Peter Shankman: PR Bloggers... Are we all just full of shit?

Titles TBA
1. Philip Young

Entre conferencias, podcasting y entrevistas vas a poder encontrar mas de 71 Artículos en esta segunda edición de Global PR Blog Week.

¿Estabas en busca de nuevas ideas? ¿Pensabas que en las Relaciones Públicas estaba todo inventado? no te pierdas este evento! Como dice nuestro amigo Seth, "lo mejor está por venir".

Links relacionados:
Global PR Blog Week
The New PR (Wiki)