Oftentimes after reading an article or blog post I will read through reader comments with fascination. I find the comments interesting because these may surface a different perspective or counter claims made in the original post. Sometimes the comments can be positive and add to the conversation, and sometimes the comments can turn negative.
As a PR professional and blogger, I try to anticipate the reaction to a story prior to publishing. We also provide counsel to our clients on whether to react to specific articles or related comments and if so, how to engage. There are times when clients want to use comments to clarify a point or correct the writer. This is not always advisable.
Before reacting to commenters on a blog, it is worthwhile to consider the potential impact and as well as other ways to achieve your overarching objective. For instance, what reaction can you anticipate if you contact the writer directly to discuss his or her article, versus publicly posting a comment?
Recently, I was shocked to see an author’s public reaction to a negative review of her book and the firestorm she created. Her comment on the review spurred a flood of negative coverage and awareness. As David Barnett of the Guardian suggests, “Perhaps next time she’ll sit on her hands and count to 100 the next time she reads a bad review.”
This is a good example of the need to take a step back and determine if acknowledging a commenter will be a strategic move to achieve your overall goals. There are times when commenting or clarifying will be counter-productive to your objectives. We recommend considering if perhaps a comment will increase awareness of the article or if the discrepancy brought up is minimal or subject to interpretation. Also consider whether or not other readers will make your case for you and – without the emotion or vested interest – may be considered more authentic.
To Comment or Not to Comment?
Oftentimes after reading an article or blog post I will read through reader comments with fascination. I find the comments interesting because these may surface a different perspective or counter claims made in the original post. Sometimes the comments can be positive and add to the conversation, and sometimes the comments can turn negative.
As a PR professional and blogger, I try to anticipate the reaction to a story prior to publishing. We also provide counsel to our clients on whether to react to specific articles or related comments and if so, how to engage. There are times when clients want to use comments to clarify a point or correct the writer. This is not always advisable.
Before reacting to commenters on a blog, it is worthwhile to consider the potential impact and as well as other ways to achieve your overarching objective. For instance, what reaction can you anticipate if you contact the writer directly to discuss his or her article, versus publicly posting a comment?
Recently, I was shocked to see an author’s public reaction to a negative review of her book and the firestorm she created. Her comment on the review spurred a flood of negative coverage and awareness. As David Barnett of the Guardian suggests, “Perhaps next time she’ll sit on her hands and count to 100 the next time she reads a bad review.”
This is a good example of the need to take a step back and determine if acknowledging a commenter will be a strategic move to achieve your overall goals. There are times when commenting or clarifying will be counter-productive to your objectives. We recommend considering if perhaps a comment will increase awareness of the article or if the discrepancy brought up is minimal or subject to interpretation. Also consider whether or not other readers will make your case for you and – without the emotion or vested interest – may be considered more authentic.