This PRSA article did a great
job of explaining the multiple relationships that blogs and traditional media
have. First, there is the obvious idea that many traditional media
outlets (i.e. - newspapers, magazines) have blogs as an additional outlet for
news and commentary. But of more immediate interest to me is the
recognition that many journalists research a company, issue or problem
just as the rest of the world does --- search engines!
In saying that, this article hits on the topic of blogger relations as a great
way to ensure success when that journalist is searching on your companies or
industries (or clients of yours for those PR firms). While this may be a
great FIRST step; it is not the only one...and oftentimes there becomes some
difficulty in creating great relationships with industry bloggers versus industry
journalists as the blogosphere prides itself on being uninfluenced and
completely unbiased. Regardless, what is forgotten in this article is
that you too can be the blogger...you --- as the public relations
professional or corporate communications employee can have your voice out there
--- addressing both the good and bad points and winning search and it doesn't
have to stop with just the marketing or PR teams because with a true corporate
blogging platform you can monitor all of the content.
Why let someone else tell YOUR company's story?
Thanks Chuck for sharing this article - look forward to getting the Mediatile blogs
up and going in the future!
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