There is no question that social media and news sites are important when it comes to all types of public relations, including Technology PR. In particular, for technology PR, all types of media are relevant: from business news to social media to professional blogs. However in particular, personal blogs seem to have the most sustainable effect on Technology PR for the long term.
In May of this year, Bob Geller examined how news spread online and drew some interesting conclusions about the tech sector and the role of Technology PR. He commented on how blogger influence may be lower at the time that a new technology is introduced, but their influence seems to have a longer lasting effect. This may be the case because blogs represent the public’s response to a technology and the true merit of the innovation.
Mainstream media like news can provide first-hand news about the product with insight from the technology’s developers.
Geller says that mainstream media is in fact the best at disseminating content. In other words, major news agencies are effective in creating that “initial buzz” and therefore should not be ignored when it comes to Technology PR. However personal blogs, even more so than mainstream media and professional blogs, have greater success sustaining a technology’s reputation. It is the responsibility of Technology PR firms to monitor both.
This research gives insight to Technology PR firms and helps to realize the importance of personal blogs and the long-term effect that they can have on a reputation in the tech sector. It is necessary to integrate both personal blogs and traditional media into the efforts of Technology PR programs.
Specific strategies for targeting personal bloggers can include adding them to media lists, or reaching out to them via social media outlets like Twitter. The possibilities are endless when it comes to Technology PR and should be strongly considered when it comes to building and sustaining a favorable reputation for a client of your Technology PR practice.
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