Public Relations Will Be Changed by Blogs
PR professionals say they are shifting more attention from the mainstream media to blogs
By Rachel Solomon
Lexi Gassner, an intern at Evins Communications, a public relations firm in New York, leaves a comment on a travel industry blog: “We represent San Ysidro Ranch and would be happy to hear feedback from people who have been to the resort or questions from those who are considering a visit.”
Gassner is talking directly to her client’s targeted consumer—a PR professional’s dream made possible by the ever-expanding blogosphere.
Richard Edelman, president and CEO of Edelman, the global PR giant, proclaims: “PR will be changed by blogs.”
“Bloggers are open to PR people who understand their media,” says Edelman. “The accumulation of views possible via a blog is equivalent to a reporter getting lots of sources.”
Bloggers are often receptive to PR pitches, he adds, “if you do your homework.”
“Blogs are an exciting new way for us to get out our clients’ messages.”
Edelman employees are certainly being diligent with their research on blogs. Catherine Franklin, a vice president at the firm, visits blogs on daily basis as part of her regular analysis of media. “Blogs are an exciting new way for us to get out our clients’ messages,” she says.
And with the ever-growing reach of the blogging community, it’s no wonder why it has the PR industry on its toes. An estimated 20,000 blogs are created worldwide each day, according to one survey.
While print magazines usually have pre-established editorial calendars with limited leeway, blogs are updated constantly by their writers, and rarely with a set schedule. If a blog posts information that is factually incorrect about a client, PR professionals can respond right away. “We can approach the blog author or leave a comment to inform readers of the mistake,” reports Franklin.
The relationship between bloggers and PR professionals appears to be growing, but it is often a delicate dance. “There must be a trade of information,” says Franklin. “You have to offer the blogger industry news and help them see you as a resource.”
The priority of most PR professionals hasn’t completely switched from the mainstream press to blogs, she adds. “However, more of our attention will start to shift to blogs in the next year.”