A review of the top 15 or 20 blogs shows that most of them barely mention the medium they’re using—blogs. They’re just using the medium to communicate about other issues (politics, mostly). Of course I know that, as PR people, we’re talking about the medium because most of our peers are not yet on board with it. We’re evangelizing in order to spark some interest and kick this lethargic profession into gear. But still, I wonder if we spend more time talking about the tactic than the strategy.

Then I check yesterday’s post on CommonCraft, which reports on October 5 post to SocialText about a presentation made by Mike Pusateri at the Disney ABC Cable Networks Group. Speaking at the Web 2.0 conference in San Francisco, Pusateri noted that Disney had introduced blogging to employees, but didn’t call it blogging: “They said here’s new software, period.”

According to CommonCraft, these are Disney’s means of getting employees to accept and use the new technologies:

* Don’t tell users there are new methodologies and paradigms, they don’t care or need to know.
* Show them that the new systems allow them to get their work done
* Show them that you can fix problems that prevent them from getting their work done going forward.

Sounds like a lesson for those of us in the communications business. Less focus on the technology, more focus on the results.