Blogger or Journalist: Differences in Definition

“Our firm does a good job identifying the specific interests of individual bloggers and sending them relevant information.”

While just over half of PR executives surveyed agreed with the statement, nearly two-thirds of bloggers disagreed.

The role of bloggers within the media spectrum, including the field’s guidelines and rules, is still forming. This poses challenges for professional communicators who may want to apply the same methodologies used in “traditional” media relations to a medium that is not yet ready, or willing, to embrace the same labels and expectations.

PR executives and bloggers differ slightly on whether bloggers should be treated as journalists. When presented with the statement, “Bloggers are journalists and should be treated as such”:

• 36 percent of PR executives agreed
• 32 percent of bloggers agreed
• 58 percent of PR executives disagreed
• 36 percent of bloggers were neutral

Conversely, a majority of PR executives agreed with the statement, “PR firms should reach out to bloggers essentially the same way we do to traditional media.” This appears to be a contradiction of opinion when compared with the previous question. However, this may be attributed to the notion that PR practitioners tend to use common methodologies (related to advocacy and persuasion) when pitching bloggers and media alike. This is a question that would benefit from further study.

Tactics

When it comes to specific tactics in reaching bloggers, a vast majority of PR professionals (62 percent) and bloggers (55 percent) both rejected the practice of “Inserting a press release in the body of an e-mail is an acceptable way to send information to a large group of bloggers.” This form of outreach, however, is considered common practice by some bloggers. Bloggers caution PR professionals that traditional outreach methods will not be effective with them; they are rightfully adamant that a smart, well-researched approach works best.

• Most bloggers tend to write about subjects they are passionate about. And most of the time, the product (blog) is wholly owned by them. Therefore, their blog and the subject matter are extremely personal endeavors.
• While “traditional media” and bloggers might prefer to receive their information/leads/content differently, this study demonstrated that thorough research of bloggers and what they write about, in addition to cultivating working relationships with them (much like PR professionals do with journalists), is still the best way to be an effective advocate.