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A Fly On The Blog

A few dozen House Republican press secretaries gathered on Capitol Hill on Friday to try to make sense of the power of blogs within Washington and what it means for their bosses.

Republican bloggers, GOP blog experts and two journalists/bloggers from National Journal -- that would be Marc Ambinder of Hotline on Call and me -- told the 50-plus press secretaries why blogs matter, why lawmakers should be blogging or at least trying to engage bloggers, and how best to do so.

The event was closed to the press, but as one of the panelists, I was given permission to blog about it, under the condition that I not reveal any specific strategies discussed at the seminar and keep the conversation on background unless specific people granted permission to quote them. Other bloggers at the event -- including Robert Bluey at Human Events Online's Right Angle and Mary Katharine Ham at HughHewitt.com -- also have posted entries.

The questions asked by the press secretaries were the most enlightening part of the conversation. My favorite was this: Is there an expectation of engaging in debate if lawmakers start blogging?

The question is telling both because it shows how disinterested that too many people within Congress, the heart of American democracy, are in the very idea of debate and because it shows how clueless they are about the blogosphere years into its development. The answer is "yes," folks, and shame on you for not realizing that your bosses should always have an expectation of engaging in debate, whether in the blogosphere, at town halls or within the halls of Congress.

I also took note of two other excellent questions: 1) How do you get bloggers to talk about long-term, wonky issues versus "sexy" issues or the topic of the week, like the vice president shooting a hunting partner? And 2) How do you find the right bloggers to get them talking about those issues?

The answer to the first question is found in the second: Find the niche blogs that cover the lawmakers' pet topics. Some examples from my blogroll (though not necessarily ones of interest to GOP press secretaries): Abolish the Death Penalty, Arms Control Wonk, Bush v. Choice, Education Weak, Election Law, Social Security Choice and Tax Policy Blog

One blogger who spoke at the event offered a cautionary note to the staffers there. While he hoped the session would be useful to the press secretaries, he reminded them that most of the bloggers invited to speak are inside-the-Beltway bloggers. They are not necessarily the bloggers press secretaries will be approaching, and bloggers outside Washington think quite differently.

All of the panelists sang the praises of blogs. One said that blogs are the best way to stay informed these days. They report the news more quickly and the links to various articles via blogs serve as a reader's "personal editor." That blogger added that the personal connections bloggers have with their readers, as well as the personalities they develop online, make them effective movers of people in ways that newspapers never could.

Another expert predicted that blogging actually will seem "primitive" sometime soon, as innovations like personal Web television shows spread. But he also said, "Blogging is the future. It's good for the country."

At HughHewitt.com, Ham said after the event that politicians who recognize that, and who overcome their fears of being unable to control their messages in the blogosphere, will be the ones who gain the most from the medium.

"It is the politician who recognizes this ability to shape and move messages as an advantage instead of a hindrance who will do well in the blogosphere and in the future of political communication," she wrote. "The blogosphere is a world in motion, and deliberative bodies aren't always comfortable with how it moves. Hence, panels like this one."

Three press secretaries who spoke as part of one of the panels also had some good thoughts for their colleagues.

Brad Dayspring, who last month organized the first-ever live-blogging of a congressional hearing from within a committee room, said lawmakers should not be too cautious. "You can't stick you're pinky toe into the blogosphere and expect it to work for you," he said.

Dayspring also praised the work of one of the bloggers at that hearing, Rebecca MacKinnon of RConversation. He said she told the story of Internet filtering in countries like China (the subject of the hearing) more thoroughly than anyone in the mainstream media. MacKinnon's coverage "couldn't have been better if I typed it myself," Dayspring said.

Michael Steel, the spokesman for GOP Rep. John Shadegg of Arizona, worked with bloggers during his boss' recent bid to become House majority leader. He told his colleagues why they need to care about what bloggers say: "The people [who] people listen to read blogs," Steel said.

And Ken Spain, the spokesman for House "blawgmaker" Mike Conaway, R-Texas, warned that press secretaries need to act now to get their bosses blogging if they want the effort to have an impact. "When you're the 435th member [of the House] getting on board," Spain said, "it's just going to be another thing to update on your Web site."

On a lighter note, Ambinder covered the comedic intermission at the workshop, which featured Stephen Colbert of Comedy Central. His "Better Know A District" segment features skits with members of Congress. Georgian Jack Kingston, who has a blog and whose staff at the House Republican Conference organized the blog seminar, has appeared on the show.

Colbert was there to promote the show and invite more Republican lawmakers to go on it. I think one of them should accept the invitation ... and live-blog the show.

Here's a list of others who spoke at the event:

-- Tim Chapman of TownHall.com's Capitol Report
-- Ben Domenech of RedState
-- Ryan Loskarn, with Rep. Marsha Blackburn, R-Tenn.
-- Philip Pidot of Suitably Flip
-- And Patrick Ruffini, the e-campaign director at the Republican National Committee

The "Theme Team" of the House Republican Conference also made public a two-page primer on blogging, "another great communication tool." It offered four reasons why blogs are popular and tips for interacting with blogs. Here is the latter section of the printout:

-- Start one. The problem with congressional Web sites (and Web sites in general) is that they never have fresh content so constituents, students and others visit a Web site, hopefully find what they need and move on. Why not keep your constituents involved with what you're working on (for them) and your progress? To do so, consider establishing a blog on your Web page or create a blog with a third-party vendor and prominently link to it from your Web site.

-- Write conversationally. Consider using a voice similar to that you would use for a statement or an op-ed.

-- Establish relationships with bloggers, and keep them updated on what you are working on and give them access. Most bloggers freely list their contact information on their blogs. Keep in mind that bloggers often have "day jobs" and are not paid to cover Congress. Make their job easier by letting them know what you're boss is working on and why they may find it interesting.

-- Do your homework and know your blogger. Bloggers cover the issues they care about. Find their interests, and share your news with them.

-- Do not simply send your press release to a wide list of blogs. Choose one blogger and share your story, and provide the materials to back it up. If they do not want it, ship it out to a wider group.

-- Do not expect instant gratification. For six baseball seasons, Babe Ruth led the National League with more strikeouts than any other player, but that didn't deter him from taking a swing in hopes of hitting his next homerun.

-- WARNING: Bloggers are "friendly," but you should understand that there could and probably will be criticism and questions from the right, so choose your issues well.

You can read the whole primer here.

UPDATE: The blog at Rep. Kingston's Web site also recaps the event and provides links to coverage.

Posted by | 07:31 PM

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