When I dropped by Vloggercon on Sunday, I ran into Scoble and Furrier in the lobby, and said hello. They mentioned that they now realised they didn't need a press release. This matches what we do at Technorati - we just blog things ourselves. The press can find them.Scoble puts it this way:
I talked with the grassroots FIRST. Against the advice, by the way, of a lot of PR people (they wanted me to break the news to Walt Mossberg or someone "important" first — they thought that's how I was going to get the biggest story going).
They all are wrong. I almost bought into it too. In fact, I did. On Saturday I talked with maybe 20 people and said "can you wait until Tuesday to talk about it?" I wanted to give the story to the Wall Street Journal too. Not to mention I wanted to tell my coworkers before the story hit. I didn't get that chance and I'm lucky, in hindsight, that I didn't. Because the story started on the grassroots first it got far far bigger than if I broke it on a big newspaper.
Of course, the Cluetrain chaps were ahead of us all:
- In just a few more years, the current homogenized "voice" of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.
- Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone.