Blogging Relations

This evening I had the chance to attend a CPRS Toronto Chapter seminar about "Blogger Relations". The panel consisted of a moderator, David Jones, and four influential bloggers including Mark Evans, Mathew Ingram, Stuart MacDonald and Jasmine Mangalaseril

The discussion touched on various aspects of blogger relations ranging from how to "pitch" bloggers to how to build relationships with these new category of media writers.

The panelists offered valuable insight into the world of blogging, more commonly referred to as the "blogosphere". It was interesting to hear their different perceptions on the relationship between PR people and bloggers and the parallels that can be drawn to media relations.

Perhaps the most valuable piece of advice I gained from the seminar were the fundamental differences between building a relationship with a blogger versus building a relationship with a journalist or editor.

Much like media relations, PR practitioners are wise to do their research about the blogger they hope to reach. First, one should actually read the blog - understand what topics and issues are the focus.

However, rather than pitching the blogger as your first point of communication, it is essential that you build and foster your relationship with them. Dig deep into their blog and find out who they think (i.e. other bloggers) are credible - usually they will link to the blog within a comment.
Also, understand that bloggers talk amongst themselves and that blanketing them with the same pitch will result in your credibility being lowered.

Another branch of blogging discussed was Corporate blogs such as . These blogs provide corporations with a venue to build a two-way dialogue between them and their customers. It puts a human face on the corporation - an element that, depending on the corporation, can help to achieve corporate goals and objectives.

Perhaps the most important aspect of blogging that PR people need to understand is that those who read blogs are the individuals who really care about the product, service or issue that the blog focuses on.

Through studying various cases in my classes in PR at Humber, I have come to realize that the value of reaching a few select readers who are genuinely interested my company is far more than reaching a multitude of readers who might forget about me when they turn the page (or scroll down for that matter).

The blogosphere can almost be referred to as a "sleeping giant". As a young twenty-something, I am fully aware that my age group and those younger than me probably won't pick up the newspaper when we want to find things out. We are obsessed with social media and blogging is going to be a major source of information for the majority of us in the future.

Therefore it is vital that company's and PR groups that are looking to the future acknowledge the presence of blogging and furthermore identify and fill the need for resources devoted to blogging relations.