It always amuses me when journalists vent their frustrations about PRs, PRs about Advertising execs and vice versa across the board. We all work in an interdependent industry which would lack functionality and productivity were respective cogs removed from the workings.As an industry, ‘media’ is very ‘pally pally’ and we are constantly reminded that maintaing cordial and mutually beneficial relations is essential and yet, given an opportunity with the correct amount of exposure, every sector will gladly snipe at the other should the opportunity arise.

Reading Jeff Jarvis‘ column in Monday’s Guardian reminded me that we need to be very careful in the way that we adopt new technologies and attempt to adapt to a changing media playing field lest we open ourselves up as easy targets to those quick to criticise.

Many of you will have heard about Edelman’s blogging faux pas, lack of transparency and ‘flackery‘ in the ‘Walmartgate’ scandal that has received some publicity recently. Fewer are likely to have been directed to the public apology issued by Richard Edelman and his efforts to correct both procedure and approach to blogging in the future, nor the efforts by other Edelman staff members such as Steve Rubel to assess public opinion and identify what is generally perceived to be the correct approach for companies in the blogosphere.

Bloggers such as the ‘Mediaslut‘ have been quick to criticize Edelman’s conduct but are far less generous in their praise of the pragmatic and honest handling of a clearly difficult professional situation, even after the proactive and clearly genuine behaviour of the Edelman exec.

For those of you that think i’m simply sticking up for my company, please let me address your concerns. This really is not the case. I just find it most bizarre that many of those floating within the media sector are so quick to bite the hand that feeds them. It’s obvious to me (and everyone) that Edelman’s conduct in the ‘Walmartgate’ scandal was less than genuine and indeed should have been more transparent, however, given that Edelman is attempting to lead the way in mass market blogging and communication, there should be some leniency in the way they are treated.

Essentially, Edelman as a group are trying to innovate in the communications sector and are treading virgin ground in many senses. Blogging is all about developing online communities and ‘conversations’, utlimately with a view to generating publicity and debate. This type of blogging is in its (relative) infancy and Edelman is leading the way in developing these conversations and just like an infant, should be given leaway and the benefit of the doubt when testing the water and developing new methods of communicating. To strike down a child for making a linguistic error would deter them from developing further and, extending this metaphor even further, to strike down any attempts by companies to innovate in the blogosphere and communications in general will see it stagnate.

More generally, i think as an industry we need to be more tolerant and co-operative, quicker to praise but slower to condemn. We need to engender a sense of community within ourselves before we can hope to live together in the blogosphere. Let’s hope that one day journalists, advertising execs and PR ‘guru’s can live together in harmony, or perhaps, at least not in dischord.

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