November 30, 2011 Leave a comment
When it comes to traditional PR if your main focus is being featured in the media, what you’re truly looking for is media relations which falls under the umbrella of public relations. With the advent of online magazines, blogs and social media, there have been so many changes in how media and public relations work that it can get confusing. You have some who still choose to ignore bloggers and social media and others who insist that traditional media is dead and focus only on their 2.0 approach. Both of those approaches can be dangerous. You don’t want to get into an either/or approach and at the same time you want to maximize the results you’ll get for your efforts.
For example, the blogosphere is huge. There are millions of blogs out there and more are being added everyday. You could get your company or product mentioned on a large number of blogs that have very little traffic. In that sense it could feel like you’re gaining traction for your public relations campaign, but are you really reaching your ultimate goals? Getting as much coverage as possible online is important, but only if you’re doing so with a game plan in mind. For example if you are approaching and pitching blogs in the blogosphere as a way to help your SEO efforts and as a way to help build your credibility and build a critical mass, then yes, you’re heading in the right direction, but if you are approaching this as though all blogs are created equal, you’re in trouble.
By now all of the mainstream media outlets have their own blogs whether the media outlet is The New York Times, the Wall Street Journal, Wired, or the Today Show. Believe me even a small mention on one of those blogs is going to be worth more to you than feature coverage on a dozen of small unknown blogs. Why? A couple of reasons. To begin with the mainstream media blogs get traffic. More eyeballs are looking at the story. But it’s also not only the fact that you’re being featured in the blog, it’s the credibility and validation that comes with a hit in the mainstream media. You are now a news story. So it’s true that all blogs are not created equal. Still you don’t need to land coverage in a mainstream media blog, to reap the benefits of being featured in one.
More and more blogs are becoming significant influencers. The more bloggers you can interest in your story, the more your coverage will grow. A strong blogger relations approach can be tremendously important.
As I mentioned at the start, the important thing is not to view this as an either/or approach. Pitching mainstream media does not mean you should ignore blogs and focusing on online coverage does not necessitate ignoring the traditional media outlets. All of these outlets are important. Your most effective and successful approach is to come up with a PR game plan that is targeted yet inclusive.
Copyright © Anthony Mora 2011