PR: Blogger relations on the verge of a breakthrough in 2014
Nicolas Scheidtweiler, owner of the Bremen-based agency Scheidtweiler PR, sees blogger relations as a trending topic in press and public relations. As a result, he believes they will play a more central role in corporate communications in 2014.
"In my view, blogger relations are on the verge of a breakthrough as a PR tool. After all, the added value for companies of professionally addressing blog operators should not be underestimated. The trend will be at the expense of traditional mass media," emphasizes Nicolas Scheidtweiler. Blogs can be used to multiply topics and messages to specific target groups.
Blogger relations are similar in principle to traditional press relations, but are subject to special requirements. "Addressing bloggers requires a certain sensitivity. This is because they live in particular from the credibility of their person. Even a mere assumption of influence on the part of the company could trigger the opposite of the desired reaction and have a negative effect on the company's image," says PR expert Scheidtweiler in a press release. It is therefore important to only convey valuable and non-promotional information to blog operators.
Another trend for him this year is content marketing. Among the social networks, Nicolas Scheidtweiler sees Sildeshare as a rising star.
