Probably the least insightful article on blogging ever written

Today I read the most hilarious article on PR and blogging I've ever laid my eyes on. What's a shame is that it was published in The Guardian, the most blogger-friendly of all newspapers. The Guardian is crammed full of experts who really know their stuff when it comes to blogging, like Bobbie, Charles, Emily and a lot of the people on Comment is Free. The Guardian has taken some time to hire a bunch of cracking journalists and bloggers, and they know their stuff when it comes to online.

But this article made me cringe. My favourite parts of the article are as follows:

1. "Nearly all successful companies have identified online as an essential part of their marketing mix." - As you can tell, the whole piece is crammed with stats.
2. "[Online is] exactly the same as offline, it's simply online." - That is exactly the same.
3. "Companies ignore the web at their peril." - And watch out for the millenium bug too.

It just looks like something that was written years ago. Actually stuff written years ago (like this from PR Week) reads more up to date.

Anyone find it useful?

Comments

[Simon Collister]

Hmmm. Truly awful. Was it published in Media Guardian or the main section?

There's nothing like that in my MG north of Watford except another great column by Jeff Jarvis.

I am particualrly concerned by the last para of the 'story':

"For details of one-day training courses on online PR run by immediate future PR, contact Vivien Underwood on xxx-xxxx xxxx or training@xxxxxxxxx.com"

Advertorial in the Guardian? Shurely shome mistake?

[Drew B]

Simon - it's in Media Guardian. It's a two-page pull-out the same size as the rest of the paper. the pull-out is called 'Inside Marketing & PR'. You're right though - it does look like advertorial.

[Jonny Rosemont]

The article wasn't the greatest but it could act as a tool to educate those clients that still haven't woken up to the web...and there are still quite a few of them out there.