Blogging and PR

Steve Rubel at MicroPersuasion is joining "the world's largest independent PR firm":

"After five years at CooperKatz, I felt it was time for me to take the next step in my evolution. So I am excited to announce that I will be joining Rick Murray's team at Edelman (the world's largest independent PR firm) on February 27 as a Senior Vice President. I will be working out of their New York office. "

This is what he said in his first post on 18 April 2004:

"The proliferation of Weblogs and RSS news feeds has changed the practice of public relations forever. Despite all of the hype about media consolidation, we are no longer living in a mass media world dominated by conglomerates."

"Today we're just as likely to be influenced by something we read on a blog like Scobleizer as we are by an article in the Wall Street Journal or a segment on Good Morning America."

"This means that the role of the public relations counselor is changing...quickly. Clients are still looking to agencies to reach key audiences. This hasn't changed. The difference, however, is now PR pros must not only secure "earned media coverage" but also know how to influence influential bloggers, many of whom are part of the audiences we covet."

"The rules of engagement are different in this world of micro persuasion. PR pros now must: 1) continually study how news spreads online, 2) identify and qualify the most influential and vocal members of their audience, 3) know how to reach these influencers and 4) learn how to easily assimilate into the audiences they want to reach by launching and promoting their own weblogs."


Media information isn't brought to you by idealistic journalists, it's brought to you by people who have an objective - to sell advertising space, or to influence opinion - which is actually the reason revenue drainers like The Guardian, the NYTimes and LA Times continue to be published.

The ancient and slightly disreputable profession of public relations has always played a part in information dissemination.

Blogs have an authenticity that is refreshing. I'm not too concerned with the quoted 7% daily readership of blogs (among US consumers online). After all, just two drops of bitters into a glass of champagne changes the drink completely.