The $10,000 question...answered

Andy started -- or rather restarted -- the great PR retainer debate. I have always had trouble with the PR model as it currently stands. In today's environment - why get second hand "press coverage" when you can get the goods right from the horses mouth! Plus, a lot of press get their stories and research from existing online communities these days. There is nothing more REAL or AUTHENTIC than enthusiastic customer.

TRUST is currently a scarce commodity. JP and Chris have recently discussed the trust issue.

Chris sums it up:

In other words, the organizations that will win are the onesthat most easily enable customers to build relationships andcommunities with people they trust."

I have argued that RESPECT must exist before you can gain trust. Hiring a third-party as a mouth piece for anything just does not lend itself to trust.

So, my answer to the 10,000 questions is clear cut. If you are a start-up with limited funds HIRE a PERSON (or two) whose sole responsibility is to be a CUSTOMER ADVOCATE and reach out and engage and enable other stakeholder's online and offline - wherever they may be.

I don't care if you call this person a community manager, evangelist, relationship manager, rabble rouser, customer support, or an intern. The key is finding the person with the right ATTITUDE for this role.

Stay tuned for a follow-up post on the skills required in this role. Attitude is just one. Jackie & Ben's story about Moleskin serves as a great example of the kind of relationship and interaction this person will have.