Chrysler Launches Blog For Journalists Only


Completely misunderstanding the point of a corporate weblog, Chrysler has launched The Firehouse, a weblog for journalists which can only be read by those who apply and prove they work for a "known and established media organization." This is idiotic. This is stupid. This is insane. Completely illogical and non-sensical. Chrysler wants journalists to read the blog, get the "story" and then re-publish the same thing in their own "established" medium for general public consumption. Which will then, of course, if worthy, be blogged anyway. We just don't get it. Clueless Chrysler needs to go talk to GM, which has a clue about blogging, and get a few tips. Peek

UPDATE: Jason Vines, the man behind the The Firehouse weblog didn't like what we had to say and commented on another blog about it. Additionally, he explains the motivation behind the launch, which does make sense. Read his commentary after the jump.

Jason Vinse writes:

It didn't take long for the "brave" web-sters to direct their obviously clueless blather at A recent posting on another blog called our media-only site "stupid… insane…completely illogical and non-sensical."
Hmmm…I could use the same terms to describe the cowardly anonymous poster's understanding of what we’re doing here…but I won't.

We might do a public site at some point but the idea right now is there's just so much news going on, that like the V-gram you get monthly from me, we want to go beyond the news releases and canned events. The is a chance to have an open dialogue with journalists who report on our company and the industry and who literally bombard us with their comments, questions, rants and bad jokes. Unlike our media website, which is a one-way deal, is a two-way street that goes off the page of the press release and allows reporters to vent, probe, attack, while we get a chance to respond on the fly from anywhere in the world

Written by Steve Hall    Comments (12)     File: Strange, Weblogs     Sep-14-05  
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Chrysler misses the mark on blogs as well as their product line. I don't want a hemi when gas is $3 per gallon. I traded my Jeep on a Honda two weeks ago. I live in Mississippi north of the severe damage zone. We had long gas lines and short gas supply for about a week before things stabilized.

Posted by: Jeff on September 15, 2005 09:00 PM

I'm not impressed with Mr Vines' defense, which seems to center on the claim that bloggers who don't give their names are cowards. If Firehouse is intended as "an open dialogue with journalists," then it should indeed be "open." That's what the best blogs do -- they open up discussions to everyone because, as we now realize, knowledge isn't held exclusively by executives or media. I think Mr Vines is missing an opportunity to involve his most potentially devoted consumers. Maybe the problem is one of appearance, but it's still a problem. It makes the company look like they operating under an outdated gatekeeper mentality.

Posted by: Irene on September 16, 2005 12:07 PM

The fact that he implies this blog is written anonymously is whacked. Has he not heard of the About section most websites have that detail all that this one does:-)

Posted by: Steve Hall on September 16, 2005 12:15 PM

While I don't think Mr. Vinse's own name-calling is appropriate, what's wrong with a closed-community blog? Media and biz/orgs often go "off-the-record." is not that extreme, but would think DCX and the media would feel more open if their comments were not exposed to the public. It's simply another vehicle -- like the DCX newsroom -- for DCX to communicate with the media.
Self-Promo warning:
Additional feedback and insight from DCX is posted at my blog (, if anyone is interested in reading more.

Posted by: MikeD on September 30, 2005 09:30 AM

It's not up to me to justify DCX's work, but I don't think its media-only blog is intended to be a "corporate weblog," as it was characterized in the original post.
It's for the media. Not stockholders, consumers or other stakeholders.

Posted by: MikeD on September 30, 2005 09:33 AM

Then don't make it public.

Posted by: Steve Hall on September 30, 2005 11:50 AM

But, it's not public. That's the point. You -- members of the media -- have to register and be approved. It's for DCX and any the (likely) established media.
I tried, and was refused. (I work in PR.)
-- Mike

Posted by: MikeD on September 30, 2005 01:25 PM

You're right. It's not public. What I meant is why publicize it if it's only for journalists. Why was there this gigantic PR effort around it? Why not just inform journalists through the company's press list. Publicizing it was just begging for this reaction.

Posted by: Steve Hall on September 30, 2005 03:38 PM

I with you agree

Posted by: Alexandr on April 5, 2006 08:58 AM


Posted by: Meridia on July 20, 2006 04:50 AM

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Posted by: Shaina on September 5, 2007 05:14 AM

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