Ben McConnell over at the Church of the Customer writes...
A communications expert is quoted in the paper advising companies to "cultivate popular bloggers in much the same way they traditionally have sought to make contact with reporters for newspapers, TV and other media."
No, no. Please do not do that. Reporters at newspapers, TV and other media are inundated with bad PR pitches every day.
Bloggers are not traditional media, so the last thing a PR person should do is create another column on a spreadsheet that includes bloggers in future email blasts.
Ben's correct.. and I've been trained by the best... that the most you can do is identify those bloggers who have a voice, that folks are listening to and engage them in conversation. Isn't that what this whole thing is all about? Would you use a megaphone to have a conversation with someone sitting across the table from you? Or would you sit there and exchange views. This is old media shrugging their shoulders and saying "ignore that stuff on the web, what we've been doing for thirty years will work with the Internet.. the only thing that has changed is the channel." Can you say WRONG?
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