I signed up to enter DaimlerChrysler’s new Firehouse.biz blog set up for the media. Not sure why, but they let me right in. Well, guess what… it looks like a blog inside. And acts pretty much like one. [Peek here – PDF]
Blog editorial director Ed Garsten explains below that they deliberately set
up the blog as a “safe haven” for journalists and as an informal place
for give and take. DaimlerChrysler is also planning a public blog but
he doesn’t know the launch date.
As for why the blog is “closed” to the public, Garsten says:
“We realize the idea of a ‘closed’ blog
is counter to prevailing thought in the blogosphere regarding openess.
But blogging is still an evolving medium that different constituencies
will begin to use in ways that make sense to them. We’re not about
exclusivity or secretness. We are about communicating with a certain
subset of people and aiming our content towards them.”
Makes sense to me. But now that I’m “in,” may I make a few suggestions?
- The blog uses a tiny, pale gray font for the body copy. I can barely read it. Please make it bigger and black!
- The writing by Jason Vines, who is the long-time head of communications for The Chrysler Group, is lively. Let’s see more of that and fewer pasted in press releases.
- Why not provide links to the press releases and more “back story” commentary from Jason?
- I love all the photos (today’s post features a string of pics of Chrysler’s fuel cell vehicles)
The screenshot above is of an entry about dropping a 2006 Jeep Commander from a Sikorsky helicopter (sorry, the Jeep is cut off). Vines writes: “Here’s the back story to Wednesday’s sky born spectacular at the Chelsea Proving Grounds. If you missed it..too bad…it was a chance to see a brand new, 4,700 pound 2006 Jeep ® Commander dropped 1,200 feet to the ground from a Sikorsky S61N helicopter trailed by 7 skydivers. We’ll tell you why in moment… “
Vines quotes the guys with the parachute company that put together the drop. They told him: ““This was the first time we tried something like
this—at least this heavy. We used four parachutes… The vehicle had to be all rigged up. Really, getting to the point of dropping it was the hard part. The drop was easy.”
Then he explains that the stunt is to publicize Operation Gratitude, an effort to collect food, electronics and convenience items for troops in Iraq. 2,800 Jeep dealerships are acting as collection points.
Garsten replied promptly when I asked if I could post a screenshot. He wrote…
“Hi Debbie…
I’m
pleased you enjoy the site. It’s a sort of work in progress for us, but
we’re having a blast. After 32 years as a reporter, blogging is the
best thing that’s happened since, well, just about anything. To answer your questions:1. Sure..we’d be happy to have a screen shot appear on your site.
2. Jason Vines, the head of Chrysler Group communications, is is bit of
a legend
in the Motor City. Reporters love him for his accessibility, humor and
skill as a communicator. With that in mind, Jason wanted to set up a
blog open only to journalists where he could engage them in a little
give and take in a sort of safe haven, which is why TheFirehouse.biz is
closed.Jason recently decided to open the lines of communication to
auto industry analysts as well, so now they’re welcome to join.The
company is working on a “corporate blog” open to everyone, but I don’t
have a timeline for the launch. We realize the idea of a “closed” blog
is counter to prevailing thought in the blogosphere regarding openess.But blogging is still an evolving medium that different constituencies
will begin to use in ways that make sense to them. We’re not about
exclusivity or secretness. We are about communicating with a certain
subset of people and aiming our content towards them.3. There’s an explanation of The Firehouse on the (blog), but I’m happy
to relate it to you. A few years ago the Chrysler Group began renting
out an old, but active firehouse across from Detroit’s Cobo Center
during media preview days each January at the auto show here. The
firehouse is converted into a night spot where journalists who have put
in a
tough days covering the show can come and relax, have a burger,
something to drink and mingle informally with our executives.Jason
wanted the blog to reflect that same sort of informality and openess,
and so we adopted TheFirehouse.biz as its name.It’s only been up since Sept. 12, but we’re pleased with the number and
quality of registrations and the comments are beginning to pick up as
journalists get used to the idea of blogging.
Go ahead and quote me on any of the above. We appreciate the interest.Ed Garsten
Editorial Director
TheFirehouse.biz
DaimlerChrysler Corp.”