Go for it PR Week! After much delving into how technology is changing what we PRs do on a daily basis, this week it's the turn of blog monitoring to get the once over. I'm listed as a dedicated blogging expert (wowee) in tomorrow's edition of the magazine, in a feature on how PRs should monitor blogs. Hi to old pal Dalj who's in there too (no blogs though from the Hotwire lot yet I don't think), as is Nick from Bite, then a bunch of evaluation firms are quoted too.
What PR Week might not realise, but which some PR people working on blogging projects might, is that the major media monitoring firms don't have a clue about how blogs are impacting their industry. One firm I use for press cuttings emailed my colleague Anna not too long ago, when she started spotting more coverage in blogs than they did, and said: "please could you send me a list of the blogs that are on your target media list and we'll read them for possible coverage." The List?!?! What, the like 40 million blogs that might mention my client? That list? You think that's in one list?! Heard of search engines maybe?!
They just don't get it!
And then there's the feeback from yesterday's audience at the PR Week conference on New Media. Now, I wasn't there, so this sin't first hand, but one of the speakers said to me that in his feedback session a media monitoring firm asked him how blogs are impacting to the media-monitoring industry. They didn't know. Great. Nice to know our money is being well spent.
...Cue Romeike, Durrants, Press Index and everyone else telling me I'm wrong... please do! Us PRs need to know who can help us out and who to steer clear of.