(1) Is the content of the speech available online as a transcript or recording?

(2) I think that being transparent in our struggle and development as PR practitioners with respect to this new dilemma is vitally important. If the industry is to change for the better, especially with respect to this issue, then we cannot choose metamorphosis by way of cocoon; the process of transformation should occur like the construction of a skyscraper -- for all to see.

(3) These remarks have real implications for how PR research is conducted because they outline new goals for PR work. The pre- and post-campaign research should include testing the awareness of the source of funding (say for a VNR) and other issues like understanding both sides or degree to which the coverage sparked P2P activity. I am curious as to how the new suite of online analysis tools could be used in answering these research questions.

Great for Edelman! Great for Edelman clients!
How is this great for everyone else? Just curious, honest.

Multilingualism is a divisive issue on the international stage. Currently, it is an impediment to developing a cohesive global Internet governance regime. The advancement of machine translation is an important step, but the tools that Technorati and Edelman are developing seem to address the enigmatic human element of the global exchange.

My wish for this venture, in addition to the strategic benefits you've outlined, is that localized understanding of global conversations becomes the catalyst for increased concern by casual bloggers for the interests of our fellow global citizens -- especially once the tools become public. Personally, something about the blog medium has engaged me in issues to which I previously paid no attention. Better understanding the global conversation can only bolster an international "meeting of the minds." This is very important work Richard, thank you for starting it in the PR fold.

Rubel reports that Edelman has a deal to "fast-track the development of localized versions of their offering in German, Korean, Italian, French and Chinese." I'm not sure what this means so a couple of questions for Steve:

• Is Edelman paying or funding software development at Technorati? What specifically does fast-track mean? Or to use Peter's words "support"?
• What does "exclusive" mean? Does this mean the only way to get access to pre-beta Technorati in those countries is via Edelman? The success of so many Web2.0 properties - Technorati included - has been predicated on getting not particularly robust products into the market allowing people to participate. Isn't this going to turn a public tool into a proprietary one for a period of time - is it about, at least initially, supporting the growth of the blogosphere for Edelman clients? Why not open it to everyone?

It is great that Edelman is lending its weight to such an important initative. I'm a big fan of Richard and Steve's. But fortunately they aren't the only ones so this does seem to run counter to the notion of "participatory" and open.

While a propriety lock-in to Technorati's international versions is a terrific coup for Edelman - and I am sure is a very profitable commercial relationship for Technorati - doesn't it leave bloggers and other companies as deeply engaged in the blogosphere out in the cold?

Phew! That was fast! I turn my head for a second after that Syndicate posting, and you're partnering with Technorati...although I'd assume this has been in the works for some time. Still, a very timely union. This is a great global-reach initiative.

First, I'd imagine this is immediate competition for PR Newswire and its subsidiary online monitoring services like eWatch, but hopefully there will be additional recognition and effort from PRN to improve its clients the global distribution and reach that is a priority.

Second, I wonder where Google fits into all this. As the world's #1 search engine, and emerging tech. industry leader replacing Microsoft, Google has made its name on innovation in the digital era even as its grown into a massive operation. But it seems that their services have focused on the individual online consumer, but not organizational. With their online presence increasing on Xinhua - the Chinese gov't-run news service (among other examples)- they obviously have their eye on the global perspective. I wonder if this new partnership will catch their eye. Seems to me it's be a natural development to use its online presence to monitor whats going on in the Blogosphere and beyond and offering it to interested clients, no?

I think this is excellent. For the first time a PR consultant is buying into and competitively gaining advantage by the use of serious software that offers intelligence. My praise is conditional.

The pity is that Edelman and other major consultants did not develop these capabilities from their own resources and left it to others to show them how.

For 20 years I have been trying to interest press agents, sorry – PR consultants, intelligence tools.

They either do not understand them (most often) or want them free or at silly money prices.

Unlike management and accounting consultancies, the PR tradesmen are a long way from gaining advantage from the digital age.

Are we surprised that the best evaluation tools are used in-house and the really advanced applications of software and analytics are in-house? Is it a big surprise that we only find techniques like visualisation and stakeholder analysis (with real relationship numbers) are used by companies and not consultants?

Is it a wonder of the world that the companies that offer such capabilities are bigger than most consultants?

I hope this trend continues. It elevates practice and offers clients something of real value.

But, you don't get of lightly. Imagine a machine that cuts to the chase and reduces even the most advanced press release tools to the real story. An example is posted to my blog. These capabilities disintermediate PR (and journalists and, well, editors too).

The digital tsunami is bigger than we think.

Andy
A few facts ,then our strategy
First, we are paying Technorati to fast track development of these additional language capabilities. These will be rolling out from July through September in a gradual fashion.
Second, this will be open to the entire blogosphere from Jan. 1, no matter whether we got French in July and Korean in September.
Third, we are trying to build a competitive advantage in having proprietary use of the product in those four to six months. But we are also conscious of the beta aspect of the Technorati French or Korean product. This walk before you run approach is familiar from your technology company playbook.
Fourth, we will be trying to figure out whether there is a global approach which encompasses local plus multi-local, to crisis management, brand marketing or corporate reputation.
Fifith, we hear you loud and clear on your view of our taking this proprietary. We will take your opinion seriously.
Thanks for writing.

Thanks Richard, You are on the right track.

Personally, I think you will gain competitive advantage not from accessing the technology before anyone else but from the smarts you will bring to the analysis and technology. Four months is very little time to buy given the potential perceptual loss in the broader community. While I entirely respect your commercial motivations, I do think Edelman would gain a great deal more perceptually from being associated with driving the openness of Technorati from the get-go. Your motivation to drive the reach of Technorati ( a terrific initiative on your part ) will be ultimately overshaddowed by the restrictions you imposed.

I am really surprised at some of the emails I've got on this issue - how upset some are, how jealous others can be. Either way, you've generated as much a negative undercurrent as a positive one. Something to think about as you figure out how to promote your relationship with technorati going forward.

Good luck and good initative. Hope you got some stock as well!

Best, Andy

The only concern I have Richard is the potential for the manipulation of such data and its analysis. Public opinion doesn't represent fact, it represents opinion and opinion can be manipulated top-down to generate blogs that are favorable or unfavorable from the bottom up.
Not that I would ever believe that a professional public relations firm would ever consider "stuffing the ballot box" but there are unscrupulous louts out there who are not part of PRSA or IABC, rather they go by the initials GOP who have been known to use the resources available to them to generate thousands of letters to Congress on issues. What kind of controls can be put into place to prevent thousands of blogs from being written in support or in opposition to a product. It really isn't that big a jump, is it?
Now, if you could stop the news media from portraying members of our profession as weasels,that would be progress!

Technorati is blocked in China. Quite a few blogs are blocked in China. Yet, people are still building blogs out here, breaking those firewalls that prevent free expression. I read in an article that there will be more than 60 million bloggers in China by the end of this year. How will Technorati, a service that caters to bloggers but inaccessible for China bloggers deal with this issue?...

As a US expat currently living and working for Edelman in Shanghai, China, I belive that the Technorati/Edelman deal is a great thing not only for Edelman and Technorati,but great for the reasearch and the "science" of blogging. As a blogger myself, this kind research is needed to keep blogs going.

Blogs over the last two years have changed the way we use the Internet, there is no doubt about that. Blogging is a hobby for your average Joe or Jane, it's a CEO's means of connecting with people on a new product and getting real opinions and critisism. Real people, real opinions, real connections.

But let's bring it back to China and the Chinese language blog.

Think about it, the number of bloggers out here is growing. Even China companies are getting into blogging. 1.3 billion people, that's a lot of potential customers. With a large population that is only getting richer and thinking more technologically, China is going to be the place to be. But there are still limits on blogging in China, particularly with blocked websites... How will Technorati deal?

Making a version of the research in Chinese is great, but people have to be able to see it, especially the most populous nation in the world.

DP we take a different approach
Adam Smith model--we do what we do well
We are not technology experts
We are smart in a different way
So that is why this JV makes sense
But keep pushing us

You are right-- blogs may not represent public opinion. But they are an unvarnished view of personal opinion and the best of the blogs do give you a consistent take on the news. Blogs are also key to gaining exposure in mainstream media. Hence our investment in the JV with Technorati. Thanks for writing

MJ I have no idea but am asking our JV partner Peter to comment

Richard

As a commentator on the implications of the social Web on disintermediation, Adam Smith is very attractive.

It means there is a case for specialist advisers to extend their influence through relationships with enhanced values. Of all assets, relationships are the most valuable and all others (tangible and intangible) are at risk.
Smith vigorously attacked the antiquated government restrictions which he thought were hindering industrial expansion. Does this include Patents and copyright? I think in the end it does - but not yet.

JV's are therefore good - so far.

Here is the push:- What about one using The Clarity Concept to extend the reach of PR in corporate management? Jon White and I are looking for a partner.

Getting statistics behind the relative significance and change in stakeholder relationships is quite a good bridge between old and new management (the numbers are especially helpful for CFO's at budget time).

David

yes this JV just may make Technorati and Eldeman become the top dawgs in their vertical segments that is blogSearch and PR :)-

Or they could do the obvious and point out Germany is the world's most successful exporting nation, with a trade surplus six times that of China.

See today's FT: http://news.ft.com/cms/s/fcfb3aee-e6a2-11da-a36e-0000779e2340,_i_rssPage=6e6e833c-cbff-11d7-81c6-0820abe49a01.html

But I guess that's not as clever as a CD with Bach.

This is just what I meant when I commented a while back, that the joint PR-push you suggested is just not going to happen for several reasons. One of them is the inability of the government to assess the situation correctly AND implement the measures needed to rectify it. The country lacks a vision and somebody who will push and energise people to reach that vision. One of the reasons is of course that unpopular decisions have to be made: none of the politicians has the courage or the stamina and most of the big e.g. DAX30 companies only, and I mean only, think in terms of shareholder value, not in terms of citizen or customer value. At the moment the country is driven by popularity polls and economical reports, and of course, yesterdays decision to raise VAT by three points does not help.
Wow, I didn't mean to come off so pessimistic, but I think it's a fair assessment of the situation.

I live in the Netherlands and, frankly, the way Amsterdam tries to promote itself abroad is not much better. They did try a bloggers initative - giving some US bloggers a free trip to Amsterdam in return for some (hopefully) better coverage of the city - but they failed to put US bloggers with Dutch bloggers. Not clever. Currently they have been reading too much Richard Florida. Innovation is a culture - not a product or a department.

This blog has gained attention in Germany. Here is the link to view: http://www.werbeblogger.de/2006/05/21/deutschland-land-der-ideenlosen-kommunikation/#comments

Richard,

I'm with you on #4 and would love to see it embraced in more industries. From my perspective, coming from Silicon Valley, that's all I've ever known. Whether working with start-ups, or for big companies, PR has almost always been involved in these discussions. I think it's most likely related to the focus in technology on achievement rather than hierarchy, and if you can contribute to the discussion at hand your voice will be heard.

Richard,

Interesting stuff as usual.

I'd be curious to have you write a bit about your thoughts on measuring success in the new PR dynamic that online and social media is creating.

Traditionally, advertising and PR were very impression oriented. CPM and readership. How does that change now? How do you say to a client that a particular campaign was a success?

Eric

Thank you Mr. Edelman. I am blogging from Seville (Spain). Sorry for my English if I make big mistakes. At your four point (the pR proffesional future in five years) is that correct if we think that Pr or Corporate Communications professionals (definition I prefer) will be people in a permanent adaptation about how is happening around us and, at the same time, giving solutions in order to share our points of view, our public images not directly (just information on press releases) but following a strategy of dialogue and transparency??

Best regards. Benito.

Thanks to industry bloggers such as Cody, Holmes and you, I've been a steady follower of the blogosphere as an emerging source for readers to read and get their info. I've become fascinated with the the struggle between thought-leaders who insist this is the future and old-schoolers who believe PR should remain for traditional media. Up until recently, where, as an ad. sales assistant, I plodded along miserably at work looking for more blogs to read. I didn't see myself as a part of this struggle.

But suddenly, I find myself thrust into an important position in this blogosphere paradigm shift. Why? I'm working my 4th day on the job as an editor with PR Newswire, the world's largest news distribution source.

Here's my question Mr. Edelman: Where do I fit in and how can I help? As I said, I'm new. And entry level. (I'm still reading the training literature and have yet to see an actual news release cross my desk). But I do understand the opportunity for my career and my company to be on the cusp of trend. Your suggestion in the post to massage a release to be blogger friendly caught my eye. How do you think PRN can target its information to more informal sources such as blogs?

Edelman PR is one of PRN's biggest accounts. I'd like to know if you have communicated your blogosphere ideas with account people on my side. If not, whatrya waiting for?

G,

I like your aggressiveness. Your boss walked up to me at Syndicate and said he already applies Technorati tags to releases. Why not suggest a better paradigm for press releases in general, like deconstructing them into relevant sections such as Quotes, Company Description, Deal Points? We could work together on it.

BC,

I love your city. I went for a run in the park behind the Alfonso XII Hotel. Fabulous experience. So to the comment you made. Yes, if we are doing our jobs, we are in constant listening mode, contributing comments where appropriate to add to the conversation.

Josh,

hoping you can stay in touch and keep reading my blog You are a good man

EM,

Hmmm...next frontier. Maybe baseline impressions of bloggers about product or company then changes in impression based on specific questions to them 12 months on. To consider and mull.

I just read a hilarious Bill Simmon's (Espn Sportsguy) column in which he proposes that a "VP of Common Sense" position be installed for all major sports teams and be an intermediary between fans and their teams. I think this relates a lot to how you see PR down the road. While corporate execs. and/or team management are busy overanalyzing their market, no one is there to step back and say "but that doesn't make any SENSE!"

An excerpt:

"...every professional sports team needs to hire a Vice President of Common Sense, someone who cracks the inner circle of the decision-making process along with the GM, assistant GM, head scout, head coach, owner and whomever else. One catch: the VP of CS doesn't attend meetings, scout prospects, watch any film or listen to any inside information or opinions; he lives the life of a common fan."

Simmons brings it all home when he notes how The Houston Texans of the NFL, with their #1 pick in the draft, picked Mario Williams, a shocker compared to Reggie Bush, who was the obvious and sensible choice. The decision left fans devastated, a feeling that will only be compounded when Bush has a Hall of Fame career. Where was the VP of CS on that one!?!

I think the whole communication industry's disconnect with blogging lies in its traditional need to control the conversation. That is not what blogging is about. Bloggers are not journalists looking for PR releases to give them an easy story; they are a reaction to that unhealthy symbiosis.

In terms of the blogosphere, I think companies have metaphorically to take their feet of the pedals and trust that all the other drivers avoid the collision. They must allow, even facilitate, conversations but be prepared to accept that some of those conversations will not be positive ones and realise that those are the most important conversations. Not conversations that they should drown out, but ones they will learn from.

That doesn't mean all complaints will be valid - it may in fact be that those complaints convince you that you're wrongly chasing some customer groups. But in this open source world, it's futile not to acknowledge the dissenting voices.

Richard: Wanted you to know how much I enjoy your comments. This particular blog prompts me to share a quote from a Town Hall luncheon that I co-hosted with Julia Hood at Monday's PRSA Counselors Academy's Spring Conference in Savannah. Julia said you and your firm are helping to re-define the way public relations is being practiced and viewed. I agree. And, I agree about your chief listening officer prediction. For me, it's all about building client relationships with their various constituent audiences based upon trust (and leveraging new technologies in doing so). I believe we are better positioned to do so than our brethren in advertising, or any other marketing discipline for that matter. The only question is whether our industry will step up to the challenge or abdicate it to others.

Steve
Here is one tangible idea
What about you and I working together with Tom Foremski and anybody else who will join To revise the traditional press release To make it an aggregation of content which users, whether consumers or reporters, can repurpose based on their views not ours If we move this most basic of our tools forward, we will have made a real contribution To any others seeing this post, please contact me or Steve C

Richard:

Not sure you remember me. One of my tasks during my 12 years in the Edelman Chicago office years ago was being your first supervisor and it's been great to watch you grow into one of our profession's leaders.

At any rate, I read with interest and strong agreement your Q&A in the Journal this morning.

As someone still operating my own one person public relations firm, serving smaller companies, I believe many of your comments apply in this environment as well.

Mike Donnell

MD,

Mike how could I ever forget you? You bailed me out when I backed the truck carrying the Quaker 100% Natural Cereal T shirts into the loading dock door at the Hyatt Regency Thanks for all you did for me

Your 5/15 blog entry, which focuses on business involvement with NGOs in development issues, also resonates with the work we are doing to involve major companies in responding to disasters -- thorugh the Business Roundtable and the program we manage Partnership for Disaster Relief. However, in this area I'm not so sure NGOs (in this case relief agencies) have matured that much. Businesses are eager to become involved and have a seat at the table in disaster planning as well as response -- galvanized by the Katrina experience because it affected their operations and employees directly. And we have developed guides for companies' local country managers and general employees in working with NGOs and making effective contributions. The NGOs have been hard pressed, however, to figure out how to work with business -- aside from fundraising. This is an area we are pursuing and welcome your thoughts.

(1) Interesting way to put it -- "in year 2000, but not for today." It sounds like they should try to form telco partnerships to streamline the delivery of txt messages to cell phones, wireless PDAs etc. Eventually, video PSAs from the local representatives should be available to stream over the GSM to video-ready handsets.
(2) It sounds like once the messages are crafted/adapted for various MSM and new media formats/outlets, partnerships and agreements with major Internet portals in several languages, social networking sites, new media delivery networks and ISPs should be in place to disseminate the information.

(3) Another way to harness the new CDC communications might would be to publicize rich-media pandemic crisis communications training on the Internet along with guidelines for PR/comm. practitioners to help out in times of great need.

(4) Maintaining a conversation through some sort of new media initiative is not a bad idea, but it would take some creative thinking to offer more than a "wash your hands regularly" blog. It seems as though the greatest benefit to attaining a horizontal conversation would be to emphasize that the CDC is not just for responding to pandemics.

Richard,

Similar to what you mention, the World Health Organization set up a rumor-monitoring unit during the SARS crisis.

Below is a story that I wrote on it.

Tom

http://www.iht.com/articles/2003/06/05/t1_13.php

Secret of SARS control: Follow those rumors

International Herald Tribune

MANILA: To call Rosanne Muller the office gossip queen would not be an insult. It is, in fact, her job.

Working from a corner desk in the SARS war room of the World Health Organization's Asian headquarters, Muller spends each day finding, chasing and spreading rumors on the disease.

"This is the perfect job for me," Muller said. "I do actually have a history in gossip."

Richard,

Aside from not having a way to monitor the blogosphere, the CDC apparently does not participate in it. Would it make sense for the CDC to launch a blog as one method to reconnect with their audience and communicate with it?

Sincerely,

Carl Carlson

Thanks for this very interesting post.

Are you (and the CDC as a whole) aware of the disaster preparedness exercises being done inside virtual worlds? This might seem like a frivoulous comment, but it isn't -- I know that some CDC grant money was used to prototype this system, and I'd think the cost savings and other benefits would make it hugely advantageous for the CDC to expand on this (for training sessions.) I know Dr. Yellowlees says the test was a great success, efficent and useful, and very inexpensive compared to usual methods:

"In a recent contract with the UC Davis Medical Center, Rufer-Bach created virtual clinics in Second Life to train emergency workers who might be called upon to rapidly set up medical facilities in a national crisis. The work is
funded by the Centers for Disease Control. "In the event of a biological attack… the CDC have to set up emergency 12-hour push sites, to distribute
antibiotics," said Rufer-Bach."
http://www.wired.com/news/technology/1,70153-0.html

I'm told they'd like to expand this system, but when I spoke with CDC representatives, they were not aware of the stystem. I would like to see the CDC to have every opportunity to do their work efficiently and well, taking advantage of every tool available to do the job better and less expensively.

Thanks -- I'll be interested to hear what you think of this.

Richard -

Carl Carlson's suggestion of a CDC blog is a good one, and I endorse it wholeheartedly.

I would also point out that when you speak to "key local bloggers in every community" you need to be careful to comprehend and leverage on the blogoshere for what it really is. All blogs are local, and "communities" in the blogoshere are defined by areas of common interest; just as there are blogs that are touchstones for the media on political and economic issues, so too must there be blogs that are cutting edge on health issues and tracked by those media segments that report in that arena. They should be aggressive - RSS feeds, push messaging and all the rest should be employed. This new environment is, as you suggest, critical for the CDC. Understanding it, defining it and leveraging effectively on it is a bit more complex.

EH it is the type of content being offered the channels through which it is delivered
And the idea that it is a conversation with the blogosphere not just producer consumer mentality

TC,
Very interesting piece. I go even farther than the response to rumor. I believe peer to peer media should get equal treatment to Mainstream Media. Specifically, CDC could do partnerships with the telcos on delivering to cell phones in a crisis and to the social networks such as MySpace to get the conversation going with teens. Thanks TC

CC,
No doubt the CDC should get a few of its researchers to blog--plus Dr. Julie Gerberding, the director, who is a marvelous asset for the agency

You make an excellent observation No blogs are truly local
There are some bloggers who position themselves as city specific Others as product or category specific CDC needs to engage with both

KC this is very interesting
I will track it down within CDC and come back to you

Richard, I see your point about the significance of how content is offered. There is support, with good reason, for a CDC blog. For example, my philosophy professor subscribes to a publication, "Emerging Infectious Diseases," and I see real value in creating a conversation within the community about issues related to the CDC. Although, given the many functions the CDC must fulfill in good times and bad, and the various publics of concern to its mission, many blogs may be necessary to generate the largest conversation possible. At least so those without a Ph.D. are not lost in the effort. This also brings to mind Steve Rubel's post about boards vs. blogs in the healthcare realm (http://www.micropersuasion.com/2006/05/why_boards_domi.html). Would this apply to, or even hinder, launching a CDC blog? Great topic btw.

EH,
Even if it takes more time, it is urgent that we begin the process now in Germany. The DAX 30 companies have a lot to gain in credibility and human persona for the management.

EH usual smart remarks. CDC should speak through multiple blogs--all positive to public understanding of what the agency does and how it does its work--true personalisation of message.

Mr. Edelman,

What an interesting post! As someone with a strong interest in the infectious disease/emergency response field, I think the CDC has a number of viable options for improving the depth and speed of its media outreach.

1. To take your ESPN analogy and run, it would be fascinating to see the CDC website overhauled and redesigned by the folks who created ESPN.com. ESPN.com is a model website for it's ability to mix an impressive quantity of real-time sports gamecasts, general sports news, and credible stats. In comparison, the CDC website is very hard to navigate, focuses on facts (without referencing today's news), and can be out-of-date. The CDC website is reorganized frequently, but the structure does not match common news/medical website structure, making it more difficult to find relevant facts. If the CDC wants to become a trusted source for health information online, they need to blend news with facts.

2. During times of crisis, EmergencyCasts could provide second-by-second updates from FEMA with info from all parties involved (including the CDC, National Guard, State Depts of Health, etc.) This would improve both transparency and coordination.

3. Establishing a "face of the CDC" through an online/televised vehicle would increase their relationship/credibility with consumers. Anderson Cooper and the NBC photojournalist at the Superdome were most effective during Hurricane Katrina because they were *on the ground*. Documenting CDC (or FEMA) work by pairing them with CDC photojournalist who could post live video updates would provide broadcasters a fresh perspective from a credible source. On Demand video segments would spread through established online social networks like YouTube.com or Myspace.com.

4. Instead of reaching out through influential bloggers via MySpace, I'd almost be more interested to see an opt-in on the CDC website where I can ask to receive Breaking News updates from the CDC, similar to the new alerts I receive from Google.com, CNN.com and Forbes.com. Bloggers can trackback at will. The current RSS feeds don't provide "big picture" news at the same level as their journalist counterparts.

The CDC has an unmatched level of expertise and scientific knowledge. By expanding their online reach and speed, the CDC will become a trusted online source during times of crisis.

Interesting comments on CDC, but as a communication person and taxpayer, I find them simplistic and naive. For example, monitoring the blogosphere? It's estimated that there are possible 8-12 million bloggers and bloggers (with no way to actually know), and most blogs have less than 6 readers. How exactly does a federal government agency whose work touches hundreds of health topics, determine which bloggers belong on its list? How does it even find them? And what do you do if you find them-- people who blog that mercury causes autism aren't going to change their minds or position simply because CDC sends a message to there blog. And how long would it take before someone thought that a federal government agency establishing a list of bloggers was inappropriate and questionable? Similarly with respect to working with the telcos- again, the CDC is a federal government agency. Lots of people have concerns about government agencies and their involvement in such things. Finally, CDC-TV? The poor avian influenza movie that ABC aired in the past week likely cost at least $10 milion to produce. Producing interesting, relevant, quality programming costs tens of millions of dollars, and at the end of the day, few people are going to be watching CDC TV (check the rating for Discovery Health). As a taxpayer and communication person, I'd much prefer CDC continue to effectively use traditional media, and find appropriate ways to enhance those efforts.

Forgot the telcos and the influential blogs -- CDC can accomplish the end goal more effectively (and cheaply) by working with the CIA, which is already collecting the needed information regarding conversations and who is having them. If the CIA lends the CDC the personal information it's been collecting, CDC can send personalized messages to those who need them whenever a phone conversation or blog posting warrants intervention.

Very helpful ideas. Could you elaborate more on CDC researchers and their use of blogs?

DB,

We have to get CDC researchers to begin blogging--same with the Director. This is key to achieving credibility.

JH,

You are a funny guy. Check out Newsweek cover story this week on telco surveillance to make your skin really crawl.

KN,

I respectfully disagree. CDC TV doesn't have to be a 24 hour huge expenditure network. But it certainly could play an important role on prevention and as trusted source of information on crisis issues like avian fl.

KG,

I particularly like the idea of CDC alerts to consumers Good post

Mr. Edelman:

Kudos on a brilliant thread that will hopefully enlighten many. Please rest assured that many of us in the public safety and health arena have taken your comments not merely to heart, but to action.

Respectfully Yours in Safety and Service,

Brian Humphrey
Firefighter/Specialist
Public Service Officer
Los Angeles Fire Department

CDC gets a lot of media attention, even in non-crisis situations. We already have relationships with key health reporters across country. We normally know who we are going to be dealing with.
In a crisis situation, the media scene changes. Most news rooms put all their reporters on the story and ask them to find a unique angle on the topic. Previous relationships become irrelevant.
You can never deal with all media requests, so using a triage system is important.
Media conferences for everyone can also address this situation.
CDC started with teleconferences and moved to video conferencing. CDC now has a very sophisticated media relations facility.

The director of the CDC's Center for Health Marketing has started a Weblog. I've visited the blog over the last few weeks and have found it interesting. However it has its problems. Most significantly, it is not frequently updated. Right now articles appear about once a month. This is okay, but I'd prefer to see something at least every two weeks. My advice is for CDC to develop an editorial calender or posting plan and have more people contribute guest posts to keep the content flowing.