PRWeek – Study Finds PR-Blogger Divide

PR professionals conduct blogger outreach for various reasons, but a fundamental one of which surely is to cultivate brand awareness on behalf of their clients.  However, bloggers may have other motivations for blogging.  A survey by APCO Worldwide and the Council of Public Relations Firms found that PR pros and bloggers were at odds in terms of how well each party thought PR folks were reaching out and developing relationships with bloggers.

Whether/how companies should conduct blogger relations is a highly contentious issue.  Some argue that “blogger relations” inevitably translate into “seeding” relevant bloggers with certain products or giving them privileged access, and “hoping” that these bloggers would then altruistically “share their experience” with their readers, arguing that this amounted to bribery.  Others counter that this is no different from traditional media outreach.

The PRWeek article can be found here, but I would hesitate to comment until I see the full report.  I’ve done a search to no avail.  Can anyone help?

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2 Responses to “PRWeek – Study Finds PR-Blogger Divide”


  1. 1 Bill Sledzik March 31, 2008 at 6:29 pm

    I can send you the 4-page summary released by APCO, but I don’t see an email link anywhere. I’ll search around the site.

    You’re wise to withhold comment. While the study draws a number of conclusions that have bloggers and PR professionals nodding in agreement, the survey sample was far too small to give it any scientific validity. It is a good exploratory study, to be sure, but it is reported in language reserved for generalizable research — and that’s misleading.

    You can see my take on it here: http://toughsledding.wordpress.com/2008/03/25/fascinating-study-or-junk-science-this-one-smells-funny/

    Robert French was the first (as far as I know) to call the study into question, so a hat-tip to the good professor from Auburn is in order.

  2. 2 pickax May 30, 2008 at 1:24 am

    Pickax says : I absolutely agree with this !


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