Blogs Public Relations targets… but how important?

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Blogs Public Relations targets… but how important?

Online monitoring service Market Sentinel has just published a survey which rather handily supports their product by showing that Bloggers are seen as more authoritative than news sites. I don’t doubt that public relations consultants should target blogs (although you must be careful), but I do suspect these surveys. I think bloggers tend to trust other bloggers and overlook how easily blogs can be corrupted. Once the novelty of blogging wears off and they’re accepted as an everyday medium, authority will return to the big boys.

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Posted at : December 23rd, 2005 - 7:19 am
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Comments (3 comments)

Who are the big boys? I am a firm believer on blogging as a legitimate means of doing public relations but I find there is still a prejudice against blogs from clients. They tend to still think of blogs as online diaries.
Happy New Year!
Anne at RushPRnews, press release services http://www.rushprnews.com

rushprnews / December 26th, 2005, 8:33 pm / #

Thanks for the comment and best wishes for a prosperous New Year.

By ‘big boys’ I’m referring to the mainstream media. I suspect that once the novelty wears off blogs, so will the idea that they have greater authority than traditional media. Indeed, it will become apparent that blogs are more easily corrupted than, say, an established newspaper.

Stephen Newton / December 27th, 2005, 7:25 pm / #

By e-mail from Mark Rogers, CEO, Market Sentinel:
Hi Stephen,

Thank you for reporting on our survey. I should point out that the conclusion of our survey is that bloggers are only more authoritative than news sites in certain circumstances, where they have demonstrated their authority and where (for example) the news sites cite them. In general bloggers are more authoritative the more they act like conventional journalists, cite more than one source, and reveal their interests.

Often, the habits of bloggers (single sourcing, being partisan) weaken their influence. Jeff Jarvis only achieved influence over Dell’s reputation because his experience chimed with that of so many others.

Best wishes,

Mark Rogers
CEO
Market Sentinel

Stephen Newton / January 9th, 2006, 3:54 pm / #

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