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?