Competition for available media coverage continues to increase
Competition for available media coverage continues to increase amid a sea of press releases and publicity efforts, according to an article by Ian Felton in SEO Chat. As a result of this competition, Felton details, it’s “harder than ever for a business to gain much needed publicity.”
“Getting someone to hear the message is half the battle”, Felton explains. “Having the members of the media consider it newsworthy is the other half. Somewhere, there must be another vehicle that can gain the attention of an already swamped news editor. Help for the publicity seeking business person has arrived in the form of the blog.”
And global public relations consultancy Burson-Marsteller has explained the increased importance of blogs to generating news stories: “Traditional and Social media are being used in increasingly sophisticated ways to draw attention to issues and mobilize opinion; anyone can now broadcast their views instantly and broadly using the panoply of tools freely available. And with journalists and other opinion-formers using blogs, micro-blogs and other web-based media as core tools to track news and trends, seemingly anodyne issues can be amplified instantly.”
Unique features that make blogs useful for public relations efforts
Felton identifies 4 key elements of blog technology that help make it uniquely useful for amplifying your organization’s messages
- A blog can provide an instant pipeline directly to interested news media outlets when combined with an RSS news feed, which employs the same technology as stock market and weather forecasts.
- A blog is a search engine optimization vehicle requiring minimal additional effort. The regular addition of relevant and keyword rich content provides a powerful boost to your business in the search engines.
- Other blogs and blog-based news sites will often link to content they source for information – which increases your exposure.
- High-ranking sites send a message of importance to reporters. Hence, you may well be regularly called upon as a source as a result.
Consistent, sophisticated content will make a blog a regular source of news stories
Making your blog a source of consistent, well-informed opinion will help it grow to be regarded by journalists as a must-read source of expert opinion on your industry and specializations. But reaching that pinnacle takes very hard work — which organizations must understand and genuinely commit to before embarking upon any blogging effort with such a lofty ambition.
Felton sums up the blog`s importance with a message about authenticity: “Blogging as a public opinion medium [leaves ‘spin’ behind] and [instead] presents a message in a conversation with the reader…In that sense…blog[s] cultivate public opinion…with increasing transparency.”
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