Bell says journalists can learn from digital marketers. Listening, he says - to what's on blogs, message boards and Twitter, for instance - can have big rewards. There are tools that can help us do that.
Ogilvy launched a blog for HHS in the last year that was part of a much larger program to get us all prepared for pandemic flu. It brought in leaders from different parts of the community to help them understand how they can lead their publics to get prepared.
In the process, Bell said he discovered Flubies and Flublogia, non-professionals who had been talking about pandemic flu and preparedness. They were invited to be part of the larger discussion.
What that did was "allow the conversation to go forward and not be torpedoed by a fringe element," he said.
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