Yes, they can.
A blogged post — positive or negative — on a topic, company or person can have more impact than a story in a targeted traditional media outlet. The reach may not be as wide, but the quality of the readers/viewers is better because they often have a closer emotional connection to the blog’s focus.
Why do you think the military is including blogs in its PR efforts?
Now, the Republican Party is going after bloggers (scroll down about half-way). (Yes, I’m sure it’s not old, given the spotlight on bloggers at the national conventions in 2004, but you still don’t read much about it.)
While I don’t know all of the blog niches the Republican Party targeted, I do know that milbloggers were one group. CJ at A Soldier’s Perspective blogged during President Bush’s State of the Union Address. One example of CJ’s reach and influence is that there were 27 comments on that post (as of my post here).
He also blogged about his experience, with some interesting behind-the-scenes details.
In PR, and especially media relations, we know about targeting our stories for the right media audiences: the right trade media; local, regional or national media; newspaper, TV, radio, Internet; targeting specific shows; etc. and etc. A good media relations person targets the appropriate media based on the story and objectives of the story or campaign.
Of course, you can do the same with blogging.
One main difference in getting blogged about vs. reported about is who reads it. Regular visitors to a blog can be more passionate about what the blogger blogs about. This is especially true with niche blogs like milbloggers, environmental bloggers, political bloggers and even to some degree local geographical bloggers.
Unlike general circulation and broadcast media, and trade magazines, blog readers can be more emotionally, personally tied to the topic. Blogs are much more niche than trade or interest-specific traditional media.
The possibility of a blogstorm from a negative topic is what proably explains the fear many corporate types have for blogs. We all know that negative news spreads faster — and sells better — than positive news. That’s human nature. However, if you approach a blogger right, know the blog topics, and don’t be shifty, tricky or disingenuous, you shouldn’t worry about “Attack of the Blogs.”
Now, the one question still remaining to me: What is the Democratic Party doing? Other than its own blog, isn’t the DNC going after what you’d think are “liberal” or like-minded bloggers? If so, show me the proof. (In the spirit of equal time, here’s the RNC’s blog.)
– Mike
Technorati tags: public relations, PR, blogger relations
