Scenario: Translucent, Inc. had an image problem. They wanted their customers to understand what they stood for, but were unable to communicate their values effectively. At one point a major glitch occurred in their best selling product and it took months for the PR manager to set things straight.
They found that all their attempts at marketing were no longer paying off. Their client base was decreasing, while their competitors’ market share was increasing. Press releases no longer worked and all other forms of communication fell through the cracks. They needed a better communication medium to manage their reputation, and they needed it yesterday.
By utilizing a weblog the company would be able to effectively manage their reputation online — by speaking directly to those who matter the most, their customers. The site was written by the people who knew the products the best which is not necessarily a marketing person. This gave the company a human voice that people could relate to, and their customers starting coming back. Over time, they patched their reputation by talking with their customers, not to them.