Despite what some critics would say about DaimlerChrysler’s media-only blog — www.thefirehouse.biz – the feedback so far is “excellent” as representatives from every major publication have registered, according to DCX’s Ed Garsten, editorial director of TheFirehouse.biz.
TheFirehouse.biz was launched Sept. 12 but, according to Garsten, is “still a work in progress.”
But, why close it to the public?
According to Garsten:
“We want reporters and our executives to feel they can be frank with each other. For sure, there won’t be any company secrets exposed, nor do we expect reporters to tip their hands on future stories in a forum such as this.
“I must stress, this isn’t about secretiveness or exclusivity. It’s all about communicating with a certain subset of people who follow our company and industry, and aiming our content toward them. The benefit is we are reaching reporters who have a solid background on the issues and trends related to the industry and DCX, and we can talk a little more ‘inside baseball,’ as can they.
“A closed site also gives reporters a safe haven of sorts, to broach subjects they might not otherwise feel comfortable doing on a public site. We do plan to launch an all-access site, but the timetable for that has not yet been set.”
Once you hear DCX’s reasons, it sounds like a good idea. A Blog is an easy and quick way to reach to a large audience, while still offering a way for one-on-one communication. And, having it closed gives a degree of privacy (kind of like being “off the record”) that is often needed in working with the media.
Garsten said DCX isn’t looking to use the blog as its newsroom and post news release. It already has that. Instead, as stated above, it’s using the blog as a vehicle for direct communication with the media. For example, DCX broke the story of DCX producing 300Cs in China via thefirehouse.biz.
“It’s a place where we can offer some perspective on issues and texture to stories not ordinarily included in formal news releases. It’s also a chance to hose down rumors that might be swirling about our company or the industry,” Garsten said.
For posting, any DCX executive or member of the communications staff can post or answer any comments or questions posed by reporters.
But, the real question: Why TheFirehouse?
Again, according to Garsten:
“A few years ago DCX started renting out an old, but active firehouse each year during media preview days at the North American International Auto Show each January in Detroit. The firehouse is converted into a relaxing nightspot for the press where they can mingle with our executives, grab a bite to eat and something to drink.
“We want journalists to look at our blog in the same way–a place they can come for relaxed give and take with our folks, while picking up some news nuggets we hope are useful to them.”
While a media-only blog may not be for every company, I can definitely see where others will follow DCX’s lead. AND, if there are other media-only blogs already out there, let me know. Also, do you think a media-only blog for a company, private or public, is a good idea?
Also, if Ed Garsten’s name sounds familiar, you probably saw one of his reports during his 20-year career with CNN. He also worked for the “Detroit News” before joining DCX.
– Mike
Technorati tags: DaimlerChrysler, Adrants, CNN, Detroit_News, Blogging, Journalism, Media
