How to track the blogosphere?
How will the PR industry react on those new challenges?
The classical gatekeeper role model must die!
Public Relations is still centered around the old gatekeeper role model because classic media works as a so called ‘relevance filter’ and like every filter can be manipulated in many ways. Offer free travel, transportation, invitations, etc. and you will most likely get friendly news coverage.
The blogosphere works totally different because of the viral character of hyperlinking information.
Let’s see why the gatekeeping theory is old media news only…
Definition: Gatekeeper role model
In human communication, in particular, in journalism, gatekeeping is the process through which ideas and information are filtered for publication. The internal decision making process of relaying or withholding information from the media to the masses. The theory was first instituted by social psychologist Kurt Lewin in 1947 and is still one of the most important theories studied by students of mass communication and journalism. Gatekeeping occurs at all levels of the media structure – from a reporter deciding which sources are chosen to include in a story to editors deciding which stories are printed, or even covered.
Source: Wikipedia Gatekeeping (communication)
Gatekeeping is dead in the blogosphere
Pito Salas from the BlogBridge team posted a Blog article and points out what are the three most relevant questions in the PR industry regarding the blogosphere.
It’s been quite interesting to hear how the ‘blogosphere’ is posing new challenges to Public Relations and Corporate Communications executives. Many of the tried and true ways of delivering a valuable service to clients don’t seem to be working anymore. In fact there are those out there that say that ‘traditional PR is dying”.
He is saying that there are three main fears inside the PR industry:
- What are the top blogs that are most relevant for client X?
- Finding the coverage that matters and ignoring the noise.
- What about metrics? What is the influence of this blogger, or the circulation of that one?
Read the full article. The trembling uncertainty within the PR industry is postulated here: Tracking the blogosphere (I shamelessly stole his great sub-title for my article title – Kudos)
Dear Public Relation folks
- Blogs and/or the Internet have no gatekeeper function!
- A blog with 10 readers can go viral with bad news in minutes and receive 1,000s of hits just because somebody complained about a product and the story hits a viral nerve.
- Is reputation management still a PR task?
A really good PR representative must know when to start/stop to react in public or how to find a behind the scenes solution.
Setting up a working blog monitoring environment is time consuming and an art if you include a reputation management workflow.
Don’t ask for ‘the relevance of a blog’! Monitor the search sources instead.
From my comment
- Willing to become part of the discussion? Head over or post your own article 🙂
- What are your experiences with the PR industry?
- Did some companies try to ‘influence’ you?
Offering a blog monitoring service is a nice business model now!