In early 2007, the Council of Public Relations Firms (CPRF) and APCO Worldwide partnered to learn more about interactions and relationships between public relations (PR) professionals and bloggers. Findings showed that PR professionals who understood blogger “culture” were having more success in communicating in this online channel than those who do not.
In the study, bloggers cautioned PR professionals that traditional outreach methods would not be effective with them; they were adamant that a smart, well-researched approach would work best. The study goes on to say that “most bloggers tend to write about subjects they are passionate about. And most of the time, the product (blog) is wholly owned by them. Therefore, their blog and the subject matter are extremely personal endeavors.”
I haven’t seen a more recent study of a similar type to show what has changed, but as someone who engages both in blogger outreach with my company and blogging, I feel that the landscape has fundamentally shifted. Read More about Does Blogger Outreach Still Work?