Gene Grabowski, a recall specialist with Levick Strategic Communications, said the industry might not like it, but it had to start treating bloggers in the same way as traditional media.
“Bloggers are the future. It’s chaotic right now, but it will settle down. Get to know them, cultivate them like you would with reporters – they want to be treated like they are journalists.”
He told delegates that social media forums were going to play an increasing role: “If you don’t know how to use Facebook or Twitter, then you’d better get good at it, because things will spread like wildfire.
“You have to be there. People are not reading full page adverts in the Wall Street Journal, they’re chatting on the internet within minutes and hours of a recall.”
He also told the industry to focus on video. “There is a visual culture with consumers on the internet, so use video.”