Bloggers – not on Target’s radar…yet

Interesting story:

Target PR Department Tells Bloggers to Go Away

Seems as though not every PR professional is as taken with social media as I thought. Apparently, a blogger’s request for Target to remove a “controversial” ad from Times Square resulted in a quick brush off and a note that said, “Target does not participate with nontraditional media outlets.”

The article describes Target’s current stance on blogging as a medium, but it also raises another question:

Does Target depreciate blogging as a communication tool or as a means of customer satisfaction?

From what I read, the blogger in question simply called to complain about the ad, not to address it from a PR standpoint. Was this customer’s concern not addressed simply because she is the author of a blog, meaning that Target does not deem new media worthy of its time? Or is Target’s PR department trying to say they are simply eschewing the concept of social media as a budgetary component of PR programming and planning until more decisive research on its effectiveness has been presented? I’m not really sure, but I can vaguely see the argument from both sides.

Is Target right or wrong? What do you think?



4 thoughts on “Bloggers – not on Target’s radar…yet

  1. Target’s reaction is not a position on blogs as much as the result of insecurity in its ability to handle it. To large Companies (especially large retial), any aspect of the market that is unpredictable and potentially dangerous is usually off limits. They don’t understand it, but they know its dangerous. Not knowing where the pin is and how it works, most of us would not handle a hand granade.

    Business still has not been able to grasp the idea that social standards have already shifted and that honesty and openness are more valuable than planning.

    Customer Satisfaction is more about honesty than about planning.

    Target should open a blog of their own: Blarget !

    Rudy Vidal

  2. Hi Rudy,

    This is what I was thinking as I wrote my post. At first, being a blogger, I was slightly offended– and then I looked at it from a major corporation’s perspective. The medium is still new, and I understand Target’s hesitancy in putting in money to it.

    What I don’t understand is why the blogger wasn’t addressed as just another customer with a concern. I’m interested to see follow-up stories about that.

    Thanks for the comment and insight!

    Take care,

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