NCI recently had a chat with PR expert Ben Brown about working with social media in public projects and found his following advice and insights valuable.

Ben recommends that if there is a hot political climate surrounding your plan, perhaps you should avoid starting your own project blog. Rather, do some homework to seek out the most influential bloggers in the community and try plugging into their activity. Treat them as you would the press; build a relationship based on respect and transparency. Provide them with information that relates to their interests, helping them as they report on the project. For instance, provide a bike advocacy blog with research and facts about the street and pathway design elements of the project.

The lesson is that even though social media sounds like a game-changing opponent to traditional media, the same rules apply. Focus on building relationships. If bloggers don’t have accurate, up- to- date information on a project there is no way they can accurately represent it. If you treat people with honesty and with respect they are more likely to provide a fair view of your project. As what can happen with the press and stakeholders in general, if you ignore people and don’t invite them to the party, they are likely to become cynical.

Other thoughts and experiences on working with established bloggers in the context of your projects? Give us your feedback in the comments…