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The Impact of Blogs on PR

Steve from Micro Persuasion has kindly posted a presentation he did on the Impact of Blogs on PR. It is a well thought out presentation that covers the basics through to some good conclusions on the topic – complete with powerpoint slides and audio.

‘Bloggers are the leading force of change here. A blog is basically a web site owned by an individual or group that’s written with a human voice. They are easily discovered, usually organized chronologically, and written by people you can reach out and touch. It’s this last point – the social nature of blogs – that differentiates them from more staid corporate web sites.’

Read more at Micro Persuasion: Presentation on the Impact of Blogs on PR

Blogs and Newspapers – Command Post

The Command Post did a talk to editors of Associate Press newspapers recently and put the content of what he said up online – its well worth the read.



‘Here’s the lesson from Command Post: information in general, and news in particular, is now a flow, and not a stock.

Before the internet, information was governed by set distribution channels and gatekeepers … brokers … who decided who was able to have what. The stock broker had the price. The real estate agent had the prior housing report. The car salesman had your credit report.

And in news, the journalists had the facts, and the editors acted as brokers, making choices about what would be reported and what wouldn’t.

Not the case now. The Internet hates brokers. It KILLS brokers. Now, because of the Internet, everyone with a computer, an email address and a browser is a point of distribution … the only thing needed for information to “get out” is an interest on the part of one person to supply it, and a demand on the part of another person to have it.

When you have a billion people connected to each other, there is a supply and a demand for everything … and when you have search engines like Google, they actually have the ability to find each other.’

Read more at The Command Post – The Publisher’s Desk – Full Text Of My Speech To AP Managing Editors

Gawker Targets Males with New Blogs

ProBlogger Nick Denton from Gawker has just announced three new blogs:

Jalopnik a blog about Cars

Kotaku a blog about Video Games

Screehead a blog about “funny shit.”

The blogs unashamedly are targeting a young male readership – a smart strategic move from Gawker who has obviously seen the same research about Young males using the net more and more that the rest of us have seen. The difference between Nick and the rest of us is that he’s done something about it and is positioning himself very well for some successful and profitable blogging.

They’ve also signed a deal with Audi to sponser their Jalopnik blog – another smart move.

Blogging Sells, and Sells Out

“By most accounts, blogs — web logs to the uninitiated — scored a major coup last week when CBS News admitted that it couldn’t vouch for the authenticity of memos supposedly written by George W. Bush’s commander in the Texas Air National Guard. The conservative bloggers who led the charge against the CBS story were hailed as giant slayers. And yet it’s the blogging phenomenon itself that may need the last rites.

That may seem a strange thing to say, given the flattering coverage of blogs triggered by the CBS affair. But the media’s infatuation has a distinct odor of the deathbed about it — not for the blogosphere, which has a commercially bright future, but for the idea of blogging as a grass-roots challenge to the increasingly sanitized “content” peddled by the Time Warner-Capital Cities-Disney-General Electric-Viacom-Tribune media oligopoly….

Recently, however, I’ve watched the commercialization of this culture of dissent with growing unease. When I recently decided to take a long break from blogging, it was for a mix of personal and philosophical reasons. But the direction the blogosphere is going makes me wonder whether I’ll ever go back.

Even as it collectively achieves celebrity status for its anti-establishment views, blogging is already being domesticated by its success. What began as a spontaneous eruption of populist creativity is on the verge of being absorbed by the media-industrial complex it claims to despise….”



Read more at Blogging Sells, and Sells Out

Advertisers Beware: Blog-Fortified “Copy Cops” at Your Doorstep

Media Daily News has a fascinating article on the rise of blogging and the implications for Advertisers. They give some interesting tips to marketers and brand managers on how to stay three steps ahead of us blogging types.



‘Blog and bloggers have made a huge mark in 2004, and this should give every major marketer and advertiser pause for deep reflection.

Bloggers gave Howard Dean’s campaign early, unexpected momentum. They fanned the flames of the Iraqi prison crisis with rapid distribution of photos, especially the most controversial ones. They catapulted into the mainstream Burger King’s “Viral Chicken” campaign, as well as the controversial “Swift Boat Veteran for Truth” anti-Kerry video. More recently, blogs have showcased new and promising ways for brands like Microsoft, Nike, Nokia, Sun, and HP to reach out to consumers and other stakeholders.

[Read more…]