Media and Media Relations Introducing Blogs published December 2004 "Blogs" are arguably the fastest growing online phenomenon.  There’s said to be over 4.5million blogs on the web.  And in early December ‘blog’ was named the word of the year by dictionary publisher Merriam-Webster as it released the year's top 10 words keyed in by users searching its websites. According to Merriam-Webster, ‘blog’ received the largest number of user requests by a wide margin. So if you don’t know about ‘blogs’ here’s a quick introduction to blogs, blogging, and the implications of this new phenomenon for PR, marketing and corporate communications. 1. What is a blog? “Blog” is short for “web log”. It describes a website that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer. “Moblogs” (mobile phone blogs) are blogs that are regularly updated using of the text and camera facilities of mobile phones. The “blogosphere” refers to the universe of blogs, bloggers and blogging and is essentially an online community where information, opinions, and influence are spread by online word of mouth. 2.  What do blogs contain? Blogs are essentially online journals of thought and commentary. They may combine diary, rant, noticeboards, and photo galleries, and most blogs include archives of past entries, lists of other blogs favoured by the author, and a facility for reader input. Blogs are characterised by a personal and conversational writing style, subjective points of view and a sense of egalitarianism and empowering the voice of the individual. Although on the surface blogging is about one individual putting their thoughts on the web for all to see, another fundamental aspect of blogging is its facilitation of communication and connections between like-minded people 3. Who is writing blogs? All you need to start blogging (writing a blog) is a computer, an internet connection and an opinion. Although originally blogs were written by individuals, there are now a growing number of blogs being set up by companies, organisations and the mainstream media. As such, bloggers (the people who write blogs) are a mix of amateur and professional writers. As the internet is now often the first stop for people looking for the ‘real’ story, successful bloggers (as measured by pageviews of their blogs) can become well-known commentators on a particular topic to the network of people interested in that area and can therefore become very influential. For example, it is not unusual for well-known bloggers to get quoted in mainstream media or be offered book deals. Blogs are both a catalyst and a barometer of public opinion.  4.  Where are blogs found? The number of blogs now on the world-wide web has recently been estimated at 4.5 million and continues to grow exponentially. There are blogs in many different languages and on every imaginable topic eg: online diaries of the authors (e.g. http://breakupbabe.blogspot.com) specific topics (e.g. http://www.livingroom.org.au/photolog/ - a digital photography blog) causes or agendas such as political or environmental blogs (e.g. http://weblog.greenpeace.org,  www.instapundit.com, http://www.greens.org.au/blog/ElectionBlog) set up by the media (such as the “kazaagate” blog from Australian PC magazine which covers the Kazaa court trial http://www.apcmag.com) 5.  How much information on blogs gets into mainstream media? A lot. These days Blogs provide a platform to introduce new voices into national or international debates on particular issues and to transmit content that doesn’t get a run in commercial channels. The blogging community adds depth, analysis, alternative perspectives, foreign views, and occasionally first-person accounts that can contravene reports in the mainstream press. Issues that start online in blogs and resonate with audiences can eventually cross over and gain coverage in the mainstream media. For example Apple was forced to change the battery in its iPods after two consumers started a blog to expose the fact that the batteries only lasted 18 months and could not be replaced.   6. Are bloggers the new media? Blogs have emerged as a powerful alternative to the mainstream media; a new form of journalism, open to anyone who can establish and create a website. They represent a fundamental shift in power as compared to other media because blogs enable individuals to play an active role in the process of collecting, reporting, sorting, analysing, and disseminating news and information - a task once reserved exclusively for the media. Blogs have been known to publish news before the traditional media reports on it and media are increasingly scanning blogs for tips, sources, story ideas, and perspectives on current issues. However, the concept of bloggers as the new media raises some interesting questions. On one hand, bloggers are like editorial writers or columnists since they apply the filter of opinion.  On the other hand however, bloggers may not have any formally-learnt writing skills, are not bound by a journalistic code of conduct, are not subject to an editing process, and may be pushing a personal agenda.   7. What are the implications of blogging on PR and marketing communications? Blogging is an emerging new channel of information and influence that all communications professionals need to be aware of and develop an understanding for. It is essential that communications professionals are aware of the blogs relevant to their organisations so that they can monitor what is being said about their organisation and its products and services (which can provide early warnings of impending issues or potential crises), competitor information (through competitor blogs), as well as gaining better understanding of the concerns, challenges and interests of different stakeholder groups. Communications professionals should also note the media outlets and journalists on their target lists who have their own blogs. These can be monitored for the journalist’s personal areas of interest, and new stories that the journalist may be thinking of or working on. Journalists’ blogs can be a helpful source of background information when pitching article ideas. Another implication of blogs on PR and marketing communications is the potential to be utilised as a tool by the organisation to communicate with stakeholder groups.   8. Can you use blogs as part of an integrated communication strategy? As well as a new channel for the voices of individuals and journalists, blogs are a new communication channel that organisations can utilise to communicate and engage directly with their stakeholders. As such, blogs can be used as part of an integrated communication strategy to enhance and complement the rest of an organisation’s communications activities. Blogs provides a bottom-up, grassroots method of sharing information about organisations through the web. They can be used to: Generate interest about the company and/or its products and services among current and potential customers, partners, resellers, media, and industry influencers Build buzz and positive word of mouth promotion for the company and/or its products and services Spark informal conversations about the organisation and/or its products and services Position executives or R&D teams as thought leaders Offer an outlet for news and information not important enough, or even suitable for a press release, but still worthy of being communicated Differentiate an organisation from its competition Provide an alternative to one-to-many email broadcasts Enhance internal communication Target very specific groups - people with specific demographics, opinions, perspectives, worldviews, and interests Reach audiences that may be difficult to reach through conventional communication channels - e.g. tech-savvy audiences Monitor public opinion and sentiment.Being listed and ranked on search engines is becoming just as important to many companies as prominence in other more traditional media is to them. Network PR publishers of PR Influences, has a specialist unit which applies research-based web content, media, publishing and distribution strategies to give organisations the optimum ranking in ‘natural’ (news and editorial) listings on key search engines.   To enquire about how to get a higher ranking on search engines click here.

PR Influences Australian Public Relations Newsletter. Article: Media & Media Relations: Introducing Blogs. Information Content: Media & Media Relations