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BizReport : Social Marketing : March 29, 2012


Research: PR professionals embrace bloggers

Over 80% of PR professionals now work with bloggers to ensure their clients get the best coverage possible, according to new research by UK-based DWPub.

by Helen Leggatt

DWPub-Logo-Primary-XLarge.jpgPR professionals overlook blogs at their peril. The most successful blogs in the UK have readership figures that exceed many newsstand magazines, and have extremely loyal and engaged readers who trust the information they read on blogs.

"The relationship between bloggers and PRs continues to provoke debate, so we decided to get the PR industry's perspective on working with bloggers," said Daryl Willcox, chairman and founder of DWPub. "Our survey results show an overwhelmingly positive response. Bloggers are here to stay and the PR industry is beginning to embrace them."

Eighty-two percent of the 252 PR professionals surveyed in March this year said they actively work with bloggers to maximize coverage for their clients. Even more, 98%, said they find bloggers invaluable or useful.

The survey also found that bloggers are approached in a different way to journalists. Three-quarters of respondents said they employ a more casual approach with them as opposed to journalists.

How PR professionals measured the effectiveness of bloggers was varied. Around a third said they gauged success on the number of views a blogger's post received, another third focused on the number of click-throughs to their client's website and just under 1 in 10 believed the best measure was the number of comments on a post.

DWPub's whitepaper, "The Smart PR's Guide to Blogger Outreach", can be downloaded here.






Tags: blogging, journalism, media coverage, PR, public relations








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