A day or so ago I was talking with a PR colleague about her challenge gaining additional coverage for a client that was proving more problematic than she expected.
I replied, “Was she targeting blogs?”
Key business and trade press titles and nationals still have the cache in terms of prestige for many clients and by extension PR suppliers. How can the IoD magazine or The Daily Telegraph compare?
This sentiment is especially true for higher end professional services such as finance, and is understandable to some extent.
However, the value of blogs can be overlooked in the on-going challenge of securing coverage. Here is a selection that should be considered:
Google profile – many blogs have been long established, regularly updated, and so entries when published often gain a high ranking for key terms (although this certainly varies according to the search words).
Links – Click-throughs from interested readers are fantastic of course.
But it is the de facto approval of your site (and post) helping push sites up the rankings that counts perhaps more.
I am just completing a campaign where there are around 50 links to the client’s website. It is this rather than the profile building through editorial, although welcomed, which the client most values.
Trust – Technorati’s 2011 State of the Blogosphere report has found that far from distrusting blogs, as many as 30% of readers do trust blogs and moreover trust them as much as traditional media.
What is more this is double the trust afforded to other forms of social media such as Twitter and Facebook.
Some 20% say blogs are their first source of news.
Quality – Traditional media does have the quality control in terms of material and delivery (in most cases) by the use of sub-editors, editors and legal teams to check quality of content including grammar, spelling and substance – it is something that blogs cannot claim in the main – there is no filter to sift through what is worth considering for the reader.
Nevertheless around a third of all blogs according to Technorati’s survey have worked in traditional media, over 20% still work in that capacity to some degree, so there are some high quality blogs out there.
Reaching the readership – There are currently over 180 million blogs according to NM Incite, a Nielsen / McKinsey company. So there are plenty of opportunities to find a large broad based readership or an exact niche to fit a very specific brief.