Jacqui Depares at Johnson King reckons that PRs should focus their efforts on online and print media and avoid the distraction of bloggers – at least in the b2b sector. She says:"With already a huge media base to target, I think that PROs would be best advised to focus their efforts on traditional PR outreach – investing time in building and maintaining relationships with key journalists."
It’s a two way process. We’ve made wrong calls plenty of times but have got involved in lots of discussions and met lots of people. Likewise our clients.
Related to dialogue - bloggers are a great audience for testing ideas providing you prepared to accept often brutal feedback. The 3mobilebuzz team has just launched such an initiative seeking comment on the pricing model and user experience of its 3G USB modems (still waiting for mine).
Bloggers are typically what Seth Godin terms “curious people”. Granted they’re a niche, often early adopters to coin another collective term, but they are people who have influence through their sheer enthusiasm, persuasion and networking.
Becoming part of the blogging community enables a client to engage directly with like minded audiences. In the b2b space that’s analysts, competitors, journalists, politicians, and crucially for clients sales prospects.
Google juice is an ever changing formula but good content and raw linkage are consistently two of the strongest factors in driving search engine rankings. SEO results are fast becoming a PR metric.
6. Line of business
Agencies such as Edelman and Weber Shandwick have assembled crack teams of social media experts that are driving business. Daljit Bhurj has started Diffusion PR and Jonathan Hopkins has launched Shed. And each of our brands is developing social media relations into a chunky income stream.
Labels: PR, social media
Permalink |
I think to dismiss an entire communication channel for an entire industry sector so easily, demonstrates a certain lack of intellectual rigour. The best approach is always to look at each client and their objectives and then select the best mix of channels for them.
To state that "I’m just not that convinced they [blogs] currently have enough influence in the UK media to warrant us – certainly in the B2B arena – dedicating huge amounts of time targeting them", is frankly myopic in the extreme.
Thankfully Johnson King doesn't speak for the entire UK tech PR industry!
