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Online reputation matters, but can Aussie communicators be arsed?

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Gerry McCusker runs EngageORM a PR, communications and training consultancy helping brands, organisations and individuals monitor and maximise their online presence.

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In a recent ‘e-consultancy' survey of cross-sector international practitioners, 99 percent of agency, in-house or freelance PR and marketing types thought online coverage was hugely important.

Another survey finds that 75 percent of journos use blogs and online sources for story ideas. Now, a few weeks back at ad:tech in Sydney, attendees were asked “Do you have a digital PR strategy?” and 68 percent said “No.”
Hmmmmm; 99 percent yes and 68 percent no, eh?

Are we in Oz a bit behind the online reputation 8-ball or can’t we be bothered to even put our money on the beer-soaked table top?

Is it wrong to compare and contrast three different pieces of anecdotal research just to tease out a response? What’re the chances that this blogger is covertly trying to sell his expertise in the social media and Web 2.0 environment? Will the swine
drop some pearls of wisdom along the way?

Watch this space ...

1 Comments

David Gillespie
  • Wrote on 13 May, at 10:17AM
It should be a no brainer for corporations online, the one I think is still up in the air is personal branding, which I think depends on career intent. If you've no interest in working off the island, then I think you can currently get away with having no online presence beyond Facebook.

If however you have eyes on an international market, an online presence is crucial and can be particularly helpful when moving in to markets you don't currently have a reputation in. Having said that, I've heard from a few people recently saying they have been asking for a blog address in applications, so the tide may be turning faster than we think...

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