by: Nur Syairah Mohd Akir
This journal is discussing about how can companies or its PR team manages, or even track, its reputation in a media world, when medium that PR used to use has shift from traditional media to the new media. In this journal, the researcher stated that nowadays, most of journalists have their own blogs. The crossover traditional to new media is bringing many old school journalists to the web. According to according to blog search engine Technorati more than 60 million blog exists, with an additional 175,000 new blog being created every day. Among bloggers, about34% identifies themselves as journalists, and 36% American read blogs regularly. In this journal also, the researcher stated that there are few ways for companies or PR team to manage or to track back their reputation to journalists such as build bridges, damage control, and how to keep transparent between your companies and journalists.
Build bridges
Building relationship as well as monitoring your space, even if your client decides not to blog, said Hall in her blogosphere. As a PR we need to monitor the bloggers who blog about your client, so you can respond in timely manner to the chatter’s out there. It is important for us to monitor rumor as it can turn to wildfire very rapidly.
Bloggers sometimes have an ample time to installing a new operating system on an existing computer that can create software havoc, destroying any chance of giving a reviewer and accurate read on a new product. PR practitioners must understand the important to monitoring company blog to avoid rumors.
Damage control
As stated by researcher, it is quiet hard to avoid such unfortunate incidents, but if you are a good PR you can avoid or even limit it if you can spot it earlier. Bloggers are well informed, savvy and opportunistic they are passionate about their topics but still very willing to listen. They got their opinion but they are also open to listening to arguments, even sometimes they don’t agree but still PR can start a conversation.
Bloggers love to seek for information especially information that no one else know, an exclusive information. It is good to offer things like that to bloggers, especially ones with a big audience base. They are so viral so PR needs to build good relations with bloggers. It is worth it to have a good relation as they can help us to disseminate good info about company or a product.
While building those relationships, it’s worth nothing a few variations on journalists theme. For example, although many bloggers aren’t averse to phone calls once they know you, many prefer the initial contact to come via e-mail, or through their blog. In addition, sending an old school press release can be turn-off, instead of that, the researcher stated that, try sending them a link to the information, where they can find all the answer for themselves including some graphic. Hall also noted that if you approach a blogger in what is perceived to be inappropriate manner, it could hurt you.
Keep it transparent.
Transparency is the most critical part, as stated by researcher. PR should concern about what people would think. If you as a PR do something to approach bloggers in a wrong way such as fake blogs or flogs, it will hurt you back. If you offering products, be very open about how you are and your expectations are. Clearly communicating the process, so your work be much more easier.
After checking all the way, as a PR you need to has some basics of monitoring your space. Sometimes many companies and PR agencies wonder how to locate the blog that affect them or their client. To identify the blog in your space in meantime, the researcher advices you to start looking down your traditional media lists and go through Google to find journalist and which people from you media lists is blogging. Besides that, check blog rolls, which lists favorites blog read or referenced daily. Once you located a journalists or blogs that cover your area online, read the blog and see who is reading and what the reading is all about.
In this journal, the researcher stated that as a PR, we need to be very sensitive to the era of technologies nowadays or a new era of new media that effect relationship among PR teams, journalists and customers.
source: Proquest
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