The new journalists are in their pajamas, and they have most likely never set foot in a newsroom, much less aced a journalism course in college. The good news for your business is the nature of media coverage is evolving and growing to include bloggers.
Who is a blogger? A blogger is generally a self-declared expert in their specific niche. Just as traditional media outlets like newspapers and magazines might include government or fashion writers, or those who cover specific "beats," bloggers tend to focus on one subject. In the public relations realm, it is commonplace to refer to bloggers by subject or interest, for example "mommy bloggers" or "foodie bloggers." Popular blogs center around subject matter like celebrities and gossip, such as TMZ.com, or news and politics, with HuffingtonPost.com ranked as one of the most powerful news blogs in the world.
The rise of social media and blogs, and the constant use of mobile devices like iPhones and iPads has changed the way consumers find information. For example, music fans no longer rely on a reviewer from an established publication like "Rolling Stone" to tell them which song is the best on an artist's new album. Similarly, although movie-going parents might appreciate what acclaimed critics such as Roger Ebert have to say, now they can instantly search online to find out if a new release is appropriate for children. These consumers are getting their information from people they perceive to be just like them, bloggers.
Big business conglomerates own entire news networks. For example, NBCUniversal Media, LLC includes the production and marketing of entertainment, news, and information products and services to a global consumer base. Therefore consumers have become accustomed to a network or publication's slant on the news as liberal or conservative because of the way content is presented to readers and/or viewers. Bloggers are often seen as more trustworthy when presenting product reviews, how-to tips, and original commentary (which could include your business or product) to readers and followers. Most bloggers interact with readers in a way that traditional journalists do not. One could still write a letter to the editor of a traditional newspaper, but blogs allow for an enhanced experience. Blog readers are able to engage in an instant online conversation within the blog, and within proximity to the content that is being discussed.
Public relations outreach has expanded to include building relationships with bloggers. In a speech, Microsoft CEO Steve Ballmer said that he sees traditional media as "dead men walking." He argued that static content will no longer be a viable option and businesses must evolve and find a compelling combination of relevance and context. While that is one man's idea, a good public relations plan will combine outreach to traditional media outlets such as television, newspaper and radio, and will also recognize the value of blogs.