Book of the Week: Do It Wrong Quickly

moran book.jpg

This PRNewser is still grappling with posting lessons-learned after ever meeting, conference, or trip to get a snack.

Dinner at Keens with fellow PR bloggers this week did yield a slew of ideas, though I’m not as quick to the trigger in weaving them in to a daily post.

[Special thanks to Richard Laermer and his co-Bad Pitch blogger Kevin Dugan for the invitation.]

One observation was that I was the closest thing to a mainstream journalist (mediabistro brand vs. independent blogger/agency) at the table, hence the initial reluctance [via Tom Biro, MWW] from my counterparts to dish gossip.

Hardly a smack to my fellow bloggers, I believe their firms are brilliant for first letting them blog, and second, for sending them out in to the world as ambassadors for their firms.

More after the jump:


Paul Young and Constatin Basturea from Converseon are great examples of this. When someone asks me about social media specialists, I’ll likely think of Converseon first.

Without further adieu, this is why my book of the week is “Do It Wrong Quickly; How the Web Changes the Old Marketing Rules” by Mike Moran from IBM. I met Mike at a Cencom lecture (which I hesitated to blog immediately) and was graced with a review copy of his book. It’s chocked endlessly with examples and advice for web marketers. Grab a copy if for no other reason than if you EVER have trouble making a case to launch something new, cite a thought-leader from IBM. Works every time.

When contemplating selecting an employee blogger to be your ambassador, Moran says consider the following (full explanation on pages 300-301):

1) Set out an approval process [i.e. don’t surprise your CEO!]

2) Clarify who’s responsible [company time vs. personal time, adding a disclaimer, etc]

3) Confidential information is off-limits

4) Define proper behavior [copyright & trademark laws, moral terpitude!]

5) Be clear about what’s at stake [what happens to you and your company if you violate 1 through 4]