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Shel Holtz
Communicating at the Intersection of Business and Technology
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Journalists pitching bloggers?

An entry in Dan Gillmore’s eJournal points to a wonderful piece in the Online Journalism Review about the future of blogging, journalism and public relations.

Journalists, columnist Glaser suggests, are awakening to the role bloggers play and increasingly are accepting that role and even taking advantage of it. Some news outlets have come to recognize that a blogger linking to a story can drive as much traffic to that outlet’s Web site as that generated by more traditional means. This realization has led journalists to pitch bloggers in the hopes of driving more traffic to their stories. In some cases, journalists are even pitching PR people who have bloggers, like agency VP Steve Rubel, author of the Micropersuasion blog.

The piece also warns PR pros about the dangers of treating bloggers just like media. Traditional pitches won’t work, but that doesn’t mean bloggers can’t be receptive to ideas. The article quotes one savvy PR pro: “I haven’t really pitched bloggers, its more of an FYI to bloggers about things going on in the industry. I think that journalists and PR people need to tread cautiously with bloggers and not abuse the relationship. It’s the whole ‘cry wolf’ thing. If you approach them with valuable information, valuable stories, valuable links to interesting and compelling stuff, then the trust begins.”

12/22/04 | 0 Comments | Journalists pitching bloggers?

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