Beware of bloggers, Dell boss warns conference

by Clare O'Connor, PR Week UK 01-Feb-08

Computer giant Dell is making a concerted effort to engage with bloggers since it was caught out by a PR crisis.

Dell head of digital media and comms EMEA Kerry Bridge told delegates at
this week's PRWeek Social Networking & Blogging Conference that the
company had been forced to rethink its comms strategy since the blog

scandal now known as 'Dell Hell' erupted almost two years ago.

In one of the first instances of a blogger influencing the news agenda -
and a corporation's share price - US comms consultant Jeff Jarvis vented
his anger at Dell's poor customer service on his BuzzMachine blog. His
post was read by thousands and attracted the attention of national media
in both the US and the UK.

By the time the print media reported on 'Dell Hell', the company share
price had fallen 42 per cent (PRWeek, 22 June 2006).

The initial incident was followed by a much-publicised battery recall
and a damaging posting on the Consumerist.com blog entitled 'Confessions
of a Former Dell Manager'.

These three incidents left Dell's reputation in tatters, according to
Bridge. 'We lost sight of the importance of conversations with
customers,' she said. 'The ramifications could take us ten years to
overcome.'

Bridge added that as a result of 'Dell Hell', the company now had a
whole team dedicated to online outreach. 'We're targeting key online
digital influencers and we are no longer treating bloggers as lower-tier
journalists,' she said.

TNS Media Intelligence director Philip Lynch said that Dell's decision
to start blogging in response to customer outcry was not just prudent
but necessary.

'People will talk about it regardless,' he told delegates. 'Dell can
only look to establish some positive influence, whether it is rebuttal
or advocacy. But if you don't say it, someone else will.'