PR에서의 블로그의 기회

What important communication opportunities do blogs open to PR practitioners?

NS: Blogs open a great opportunity if approached correctly. In becoming authoritative information sources and respected go-to places for news and opinions, blogs offer a great opportunity to reach a very specific audience in an arena in which they feel very attached and loyal.

The single most powerful aspect of blogs as they relate to PR is the personalization aspect. The author is a real person who puts a human face on what could otherwise be perceived as an unknown or distant company. By developing trust among various readership groups, the blogger really provides a personal link to that company.

AB: PR practitioners can use blogs in three different ways. One, we can develop blogs on behalf of our clients. For instance, we can develop a blog to communicate about a new product being launched. Our goal would be to generate excitement about the product and convince influencers to endorse it.

Second, PR practitioners can work directly with bloggers and encourage them to write about, for example, a particular product or service. Our goal: to persuade them to write about the key features we wish to highlight and begin a dialogue or discussion about it.

Third, PR practitioners can target bloggers more indirectly through what can be called the ‘digital jetstream.’ Just as the jetstream carries weather systems, blogs can carry our messages to other bloggers, Web sites and mass media.


관련기사:The Challenge of Blogs to Public Relations