PRWEEK.COM has an interesting Q&A; with Nick Denton of Gawker Media about how blogs influence the public relations profession.
Q. What is the biggest impact citizen journalism will have on the public relations practice?
– SR, New York A. Blogs provide a filter between PR professionals and journalists. Reporters have been increasingly overwhelmed by pitches. They don’t open their emails or answer the phone a lot of the time. Some of the more savvy journalists are looking at the web as a filter. Smart PR professionals need to start looking at indirect ways to reach reporters and subtle pitches to weblogs or the creation of weblogs for a specific campaign. That’s a good way for PR professionals to get an idea out there in the hopes that it will get to influential reporters.