The survey of 465 bloggers from 22 countries shows that the global blogosphere becoming an increasingly mainstream channel with many bloggers reporting increased contact from PR professionals or corporate communicators.
It also highlights that some of the worst practices from media relations have been exported to global blogger relations practices. Importantly for companies wanting to engage with bloggers, the survey indicates that there is significant opportunity for deeper relationships with this increasingly influential community.
Contact with PR People
Content from PR people
Blogging Habits
Sources
Bad habits from PROs
Key lessons
Text 100 Johannesburg has analysed the results and suggests five key lessons for PR and communications professionals. These slightly differ from the global, although they are generally in line with results.
1. Corporations are increasingly recognising the influence of bloggers. Contact with PR people or corporate communicators around the globe is increasing, and it is welcome by SA bloggers too, although still less frequent here than in any other continent. This points to the “mainstreaming” of blogging as a communications channel, and the recognition by corporations that bloggers have increasing influence over their desired audiences. Bloggers in South Africa, like in Europe and Asia Pacific, are increasingly being held in the same esteem as their counterparts in North America. Regional or local business cultures still play a role in blogging preferences.
2. Corporate news releases are out. Social media releases are known in SA, but not held in the same importance as in APAC. Will they be used more in the future - yet to be seen. Social media releases are by nature deconstructed, allowing bloggers (and media) access to information and content to support an angle unique or particular to their audiences' interests. Note - podcasts and vodcasts are not deemed as valuable resources for bloggers, despite having value for internal and other stakeholder communications.
3. Consistency and continuity are KEY. PR firms seem to be understanding bloggers slightly better than they did a few years back, although they are reported to still make the same mistakes they did with journalists (eg sending a press release without even knowing the interests of the blogger/journalist). However, only few PR practitioners are dedicated and dynamic enough to serve bloggers in the optimum fashion. It is really a 24/7 sort-of-job, not the type of job which can work with one or two enquiries a month; some bloggers welcome contact after hours.
4. The majority of bloggers are still part-timers - adjust your strategies accordingly. Outside of the US, the majority of bloggers surveyed blog for less than 9 hours per week. This makes it even more critical to understand their schedules, contact preferences and be prepared to engage on their terms.
5. Despite being global, there are still cultural differences to be respected. Globally, more than 80% of bloggers say that they would acknowledge sponsorships of blog postings. SA bloggers are no exception. Asian bloggers across the board are less likely or willing to acknowledge forms of sponsorship. The cultural precedent for gift giving in Asia as a part of business practice, and not having to acknowledge this, is likely to contribute significantly to this difference.