One of the most interesting comments about my whitepaper Public Relations versus Search Marketing has come from Carina Birt of SCS who reckons I didn't make enough of the importance of bloggers.
Carina said: "I agree that many bloggers are self-promoting, short in their reach and won’t stay the course but there are many who have significant depth and reach in key areas and are frequently monitored and cited by journalists and analysts. Mutual back-slapping perhaps, but risky for a PR to ignore."
She's probably right that I didn't emphasise bloggers enough. It's just that I was trying to avoid focussing on a specific form on online media. The aim was to keep the whitepaper as a general introduction to the concepts. But ultimately in many sectors online PR activity often does centre around key bloggers.
