The Findings

While bloggers and PR executives share a working relationship, the study revealed misunderstandings, as well as areas of similar beliefs and aspirations such as the importance of transparency, and the overall impact and influence of blogs.

Like the blogosphere itself, this relationship is a work in progress, with the parameters and rules of engagement still being developed. It will require cooperation from both sides in order to build on whatever common ground currently exists and bridge those gaps identified in the research.

Bloggers or Journalist: Differences in Definition

The role of bloggers within the media spectrum, including guidelines and rules, is still forming, posing challenges for professional communicators.

“Rules” of Engagements

PR professionals who understand bloggers and their needs have more success in communicating with the blogging community than those who do not.

Compensation of Bloggers

PR professionals and bloggers responded very differently to the statement “It is okay to compensate bloggers for writing about my clients, but it is not up to me to tell them to disclose the payment.”

Transparency & Openness

Both PR professionals and bloggers alike insist on transparency in all communication and outreach.