blog as tools of public relation

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Project Report on Blog as Tools of PR

Blog As Tools of

Public Relation

Blogs will change our business

Submitted By:

Name of Student : Chander Shekhar Jeena

Course of Study : Public Relation, Section A

Roll No : 20

Topic of the Study Paper : Blog as Tools of PR

Submitted to:Bhartiya Vihdya Bhawan

Kastruba Gandhi Marg, New Delhi

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Acknowledgement

No task is a single mans effort. Various factors, situations and persons integrate

together to form a background for accomplishment of a task. The valuable

cooperation and guidance, directly or indirectly of various people has contributed a

lot to the successful completion of the Project undertaken. I am thankful to my

teachers & colleagues of Bhartiya Vidhya Bhawan without their support this project

could not take shape. There valuable guidance in every stage of this project helped

us most.

I have got information about this project through the books which have been

provided through institution and I have collected the information from other sources.

At last but not the least I pay my gratitude to my parents & colleagues who have

helped me a lot in preparation of my Case Study Project.

CHANDER SHEKHAR JEENA

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TABLE OF CONTENTS

Chapter No Content List Page No

1. Synopsis

Objective

Methodology

2. Introduction (What is Blog)

Definition / History

5

6-8

3. Types of Blogs 9-114. Community & Cataloging 12-13

5. Popularity of Blog 14-19

6. Consequences of Blog 20-25

7. Blogs: The Public Relation tools companies not

using

26-29

8. Why Blog for PR 30-37

9. Questionnaire for Blog as tools of PR 38

10. Feedback and comment 39

11. Conclusion 40-41

12. References & Bibliography 42-43

Brief Synopsis

In 1440, Johannes Gutenberg revolutionizes the printing work by his

invention of Printing Press. The printing press set the model for mass media.

A lucky handful owns the publishing machinery and controls the information.

Whether at newspapers or global manufacturing giants., they decide what

the masses will learn. This eltite still holds sway at most companies. We

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Project Report on Blog as Tools of PRknow that companies keep the secret safe and coif the company message.

Then they distribute it usually on a need to know basis to customers,

employees, investors and the press.

Now in the world of internet , Blog has comes as a world of mass media.

Being a Public Relation student in Bhartiya Vihdya Bhawan, Post Graduate

Program in Public Relation, I observe the importance of various tools in Public

Relation. The role of new technology in Public Relation encourages me in

making this project. New communication technologies had made it possible

for an interregularly exchange of ideas and images. Bloging is one of them.

METHODOLOGY USED

The project has been done on the basis of secondary & primary data.

However, the main sources for the data were mainly based on web search,

various reference books, intensive study of news articles, survey reports of

different sources, information from different blogging website mainly

technorati & google blog and discussion with my teachers, colleagues in

college as well as in my professional life.

Therefore, the data has been collected as statistical data expert

knowledge, report from different sources etc.

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INTRODUCTION

In 1440, Johannes Gutenberg revolutionizes the printing work by his invention of

Printing Press. The printing press set the model for mass media. A lucky handful

owns the publishing machinery and controls the information. Whether at newspapers

or global manufacturing giants., they decide what the masses will learn. This eltite

still holds sway at most companies. They keep the secret safe and coif the company

message. Then they distribute it usually on a need to know basis to customers,

employees, investors and the press.

New communication technologies had made it possible for an interregularly exchange

of ideas and images. Internet is among one of them. Internet had given rise to many

technologies which are become important medium of message in Public Relation.

Website, e-mail, facsimile, Video Conferencing, Tele-Conferencing, mobile and blog

are few of them. Blog is one of them. Blog has comes as a world of mass media and

turning it on its head. We can set up a blog in less than 10 minutes. Blog represent

power. In the age of mass media, publications like ours print the news. Sources try

to get quoted, but the decision is ours. Ditto it with the letter to the editor. Now

instead of just speaking through us they can blog. And if they master the ins and

outs of this new art like how to get other bloggers to link to them they reach a

huge audience. Sending message to a medium one of the role of Public

Relation.

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Chapter

1

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BLOG:

Definition

Blogs, by contrast, are social by nature, whether they are open to the public as a

whole or only to a small select group - Economist

A blog is basically a journal that is available on the web. The activity of updating a

blog is "blogging" and someone who keeps a blog is a "blogger." Blogs are typically

updated daily or weekly using software that allows people with little or no technical

background to update and maintain the blog.

A blog (a contraction of the term "Web log") is a Web site, usually maintained by an

individual with regular entries of commentary, descriptions of events, or other

material such as graphics or video. Entries are commonly displayed in reverse-

chronological order. "Blog" can also be used as a verb, meaning to maintain or add

content to a blog.

Many blogs provide commentary or news on a particular subject; others function as

more personal online diaries. A typical blog combines text, images, and links to

other blogs, Web pages, and other media related to its topic. The ability for readers

to leave comments in an interactive format is an important part of many blogs. Most

blogs are primarily textual, although some focus on art (artlog), photographs

(photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog), audio

(podcasting), which are part of a wider network ofsocial media. Micro-blogging

is another type of blogging, one which consists of blogs with very short posts. As of

December 2007, blog search engine Technorati was tracking more than 112 million

blogs. With the advent of video blogging, the word blog has taken on an even

looser meaning that of any bit of media wherein the subject expresses his opinion

or simply talks about something.

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http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Online_diaryhttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/w/index.php?title=Artlog&action=edit&redlink=1http://en.wikipedia.org/wiki/Photobloghttp://en.wikipedia.org/wiki/Sketchbloghttp://en.wikipedia.org/wiki/Vloghttp://en.wikipedia.org/wiki/MP3_bloghttp://en.wikipedia.org/wiki/Podcasthttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Micro-blogginghttp://en.wikipedia.org/wiki/Technoratihttp://en.wikipedia.org/wiki/Video_blogginghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Online_diaryhttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/w/index.php?title=Artlog&action=edit&redlink=1http://en.wikipedia.org/wiki/Photobloghttp://en.wikipedia.org/wiki/Sketchbloghttp://en.wikipedia.org/wiki/Vloghttp://en.wikipedia.org/wiki/MP3_bloghttp://en.wikipedia.org/wiki/Podcasthttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Micro-blogginghttp://en.wikipedia.org/wiki/Technoratihttp://en.wikipedia.org/wiki/Video_blogging


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History

The term "weblog" was coined by Jorn Barger on 17 December 1997. The short

form, "blog," was coined by Peter Merholz, who jokingly broke the word weblog into

the phrase we blog in the sidebar of his blog Peterme.com in April or May of 1999.

(INSERT THE PHOTO OF BLOG). Shortly thereafter, Evan Williams at Pyra Labs

used "blog" as both a noun and verb ("to blog," meaning "to edit one's weblog or to

post to one's weblog") and devised the term "blogger" in connection with Pyra Labs'

Blogger product, leading to the popularization of the terms.

Origins

Before blogging became popular, digital communities took many forms, including

Usenet, commercial online services such as GEnie, BiX and the early CompuServe,

e-mail lists and Bulletin Board Systems (BBS). In the 1990s, Internet forum

software, such as WebEx, created running conversations with "threads." Threads

are topical connections between messages on a metaphorical "corkboard."

The modern blog evolved from the online diary, where people would keep a running

account of their personal lives. Most such writers called themselves diarists,

journalists, or journalers. Justin Hall, who began personal blogging in 1994 while

a student at Swarthmore College, is generally recognized as one of the earliest

bloggers, as is Jerry Pournelle]Dave Winer's Scripting News is also credited with

being one of the oldest and longest running weblogs. Another early blog was

Wearable Wireless Webcam, an online shared diary of a person's personal life

combining text, video, and pictures transmitted live from a wearable computer and

EyeTap device to a web site in 1994. This practice of semi-automated blogging with

live video together with text was referred to as sousveillance, and such journals

were also used as evidence in legal matters.

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http://en.wikipedia.org/wiki/Jorn_Bargerhttp://en.wikipedia.org/wiki/Evan_Williams_(blogger)http://en.wikipedia.org/wiki/Pyra_Labshttp://en.wikipedia.org/wiki/Blogger_(service)http://en.wikipedia.org/wiki/Usenethttp://en.wikipedia.org/wiki/GEniehttp://en.wikipedia.org/wiki/CompuServehttp://en.wikipedia.org/wiki/Electronic_mailing_listhttp://en.wikipedia.org/wiki/Bulletin_Board_Systemhttp://en.wikipedia.org/wiki/Internet_forumhttp://en.wikipedia.org/wiki/WebExhttp://en.wikipedia.org/wiki/Online_diaryhttp://en.wikipedia.org/wiki/Journalisthttp://en.wikipedia.org/wiki/Justin_Hallhttp://en.wikipedia.org/wiki/Swarthmore_Collegehttp://en.wikipedia.org/wiki/Jerry_Pournellehttp://en.wikipedia.org/wiki/Jerry_Pournellehttp://en.wikipedia.org/wiki/Dave_Winerhttp://en.wikipedia.org/wiki/EyeTaphttp://en.wikipedia.org/wiki/Sousveillancehttp://en.wikipedia.org/wiki/Jorn_Bargerhttp://en.wikipedia.org/wiki/Evan_Williams_(blogger)http://en.wikipedia.org/wiki/Pyra_Labshttp://en.wikipedia.org/wiki/Blogger_(service)http://en.wikipedia.org/wiki/Usenethttp://en.wikipedia.org/wiki/GEniehttp://en.wikipedia.org/wiki/CompuServehttp://en.wikipedia.org/wiki/Electronic_mailing_listhttp://en.wikipedia.org/wiki/Bulletin_Board_Systemhttp://en.wikipedia.org/wiki/Internet_forumhttp://en.wikipedia.org/wiki/WebExhttp://en.wikipedia.org/wiki/Online_diaryhttp://en.wikipedia.org/wiki/Journalisthttp://en.wikipedia.org/wiki/Justin_Hallhttp://en.wikipedia.org/wiki/Swarthmore_Collegehttp://en.wikipedia.org/wiki/Jerry_Pournellehttp://en.wikipedia.org/wiki/Dave_Winerhttp://en.wikipedia.org/wiki/EyeTaphttp://en.wikipedia.org/wiki/Sousveillance


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In 1993, Dr. Glen Barry invented blogging, defined as web based commentary,

linking to other articles. The "Forest Protection Blog" (originally entitled "Gaia's

Forest Conservation Archives") at http://forests.org/blog/ was also the first

political blog, as Dr. Barry campaigned there for forest protection and

documented these efforts as his Ph.D. project. The blog initially used the

gopher protocol, and has been on the web continuously since Jan. 1995, making it

the web's first and longest continuously running blog. Prior to this, Dr. Barry

provided forest conservation materials via email and bulletin board since 1989. The

work has since evolved into the world's largest environmental portals.

Early blogs were simply manually updated components of common Web sites.

However, the evolution of tools to facilitate the production and maintenance of Web

articles posted in reverse chronological order made the publishing process feasible to

a much larger, less technical, population. Ultimately, this resulted in the distinct class

of online publishing that produces blogs we recognize today. For instance, the use of

some sort of browser-based software is now a typical aspect of "blogging". Blogs can

be hosted by dedicated blog hosting services, or they can be run using blog

software, or on regular web hosting services.

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http://forests.org/blog/http://forests.org/archived_site/today/recent95.htmlhttp://www.ecoearth.info/http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Blog_hosting_servicehttp://en.wikipedia.org/wiki/Blog_softwarehttp://en.wikipedia.org/wiki/Blog_softwarehttp://en.wikipedia.org/wiki/Web_hosting_servicehttp://forests.org/blog/http://forests.org/archived_site/today/recent95.htmlhttp://www.ecoearth.info/http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Blog_hosting_servicehttp://en.wikipedia.org/wiki/Blog_softwarehttp://en.wikipedia.org/wiki/Blog_softwarehttp://en.wikipedia.org/wiki/Web_hosting_service


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TYPES OF BLOGS:

There are many different types of blogs, differing not only in the type of content, but

also in the way that content is delivered or written.

Personal Blogs

The personal blog, an ongoing diary or commentary by an individual, is the

traditional, most common blog. Personal bloggers usually take pride in their blog

posts, even if their blog is never read by anyone but them. Blogs often become more

than a way to just communicate; they become a way to reflect on life or works of

art. Blogging can have a sentimental quality. Few personal blogs rise to fame and

the mainstream, but some personal blogs quickly garner an extensive following. A

type of personal blog is referred to as "microblogging," which is extremely detailed

blogging as it seeks to capture a moment in time. Sites, such as Twitter, allow

bloggers to share thoughts and feelings instantaneously with friends and family and

is much faster than e-mailing or writing. This form of social media lends to an

online generation already too busy to keep in touch.

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Chapter

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AMITABH BHACHHAN PERSONAL BLOG
http://en.wikipedia.org/wiki/Twitterhttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Twitterhttp://en.wikipedia.org/wiki/Social_media


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Corporate Blogs

A blog can be private, as in most cases, or it can be for business purposes. Blogs,

either used internally to enhance the communication and culture in a corporation or

externally for marketing, branding or public relations purposes are called

corporate blogs.

Question Blogging

is a type ofblog that answers questions. Questions can be submitted in the form of

a submittal form, or through email or other means such as telephone or VOIP. Qlogs

can be used to display shownotes from podcasts or the means of conveying

information through the internet. Many question logs use syndication such as RSS as

a means of conveying answers to questions.

By Media Type

A blog comprising videos is called a vlog, one comprising links is called a linklog, a

site containing a portfolio of sketches is called a sketchblog or one comprising photos

is called a photoblog.[4] Blogs with shorter posts and mixed media types are called

tumblelogs. A rare type of blog hosted on the Gopher Protocol is known as a Phlog.

By Device

Blogs can also be defined by which type of device is used to compose it. A blog

written by a mobile device like a mobile phone or PDA could be called a moblog.

One early blog was Wearable Wireless Webcam, an online shared diary of a person's

personal life combining text, video, and pictures transmitted live from a wearable

computer and EyeTap device to a web site. This practice of semi-automated blogging

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http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Corporationhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Corporate_bloghttp://en.wikipedia.org/wiki/Vloghttp://en.wikipedia.org/wiki/Linkloghttp://en.wikipedia.org/wiki/Sketchbloghttp://en.wikipedia.org/wiki/Photobloghttp://en.wikipedia.org/wiki/Blog#cite_note-3%23cite_note-3http://en.wikipedia.org/wiki/Tumbleloghttp://en.wikipedia.org/wiki/Gopher_Protocolhttp://en.wikipedia.org/wiki/Phloghttp://en.wikipedia.org/wiki/Mobile_devicehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Personal_digital_assistanthttp://en.wikipedia.org/wiki/Mobloghttp://en.wikipedia.org/wiki/EyeTaphttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Corporationhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Corporate_bloghttp://en.wikipedia.org/wiki/Vloghttp://en.wikipedia.org/wiki/Linkloghttp://en.wikipedia.org/wiki/Sketchbloghttp://en.wikipedia.org/wiki/Photobloghttp://en.wikipedia.org/wiki/Blog#cite_note-3%23cite_note-3http://en.wikipedia.org/wiki/Tumbleloghttp://en.wikipedia.org/wiki/Gopher_Protocolhttp://en.wikipedia.org/wiki/Phloghttp://en.wikipedia.org/wiki/Mobile_devicehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Personal_digital_assistanthttp://en.wikipedia.org/wiki/Mobloghttp://en.wikipedia.org/wiki/EyeTap


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Project Report on Blog as Tools of PRwith live video together with text was referred to as sousveillance. Such journals

have been used as evidence in legal matters.[citation needed]

ByGenre

Some blogs focus on a particular subject, such as political blogs, travel blogs, house

blogs, fashion blogs, project blogs, education blogs, niche blogs, classical

music blogs, quizzing blogs and legal blogs (often referred to as a blawgs) or

dreamlogs. While not a legitimate type of blog, one used for the sole purpose of

spamming is known as a Splog.

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http://en.wikipedia.org/wiki/Sousveillancehttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Genrehttp://en.wikipedia.org/wiki/Genrehttp://en.wikipedia.org/wiki/Political_bloghttp://en.wikipedia.org/wiki/Travel_bloghttp://en.wikipedia.org/wiki/Fashion_bloghttp://en.wikipedia.org/wiki/Project_bloghttp://en.wikipedia.org/wiki/Edubloghttp://en.wikipedia.org/wiki/Niche_bloghttp://en.wikipedia.org/wiki/Classical_music_bloghttp://en.wikipedia.org/wiki/Classical_music_bloghttp://en.wikipedia.org/wiki/Dreamloghttp://en.wikipedia.org/wiki/Sploghttp://en.wikipedia.org/wiki/Sousveillancehttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Genrehttp://en.wikipedia.org/wiki/Political_bloghttp://en.wikipedia.org/wiki/Travel_bloghttp://en.wikipedia.org/wiki/Fashion_bloghttp://en.wikipedia.org/wiki/Project_bloghttp://en.wikipedia.org/wiki/Edubloghttp://en.wikipedia.org/wiki/Niche_bloghttp://en.wikipedia.org/wiki/Classical_music_bloghttp://en.wikipedia.org/wiki/Classical_music_bloghttp://en.wikipedia.org/wiki/Dreamloghttp://en.wikipedia.org/wiki/Splog


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Community and Cataloging

The Blogosphere

The collective community of all blogs is known as the blogosphere. Since all blogs

are on the internet by definition, they may be seen as interconnected and socially

networked, through blogrolls, comments, linkbacks (refbacks, trackbacks or

pingbacks) and backlinks. Discussions "in the blogosphere" have been used by the

media as a gauge of public opinion on various issues. A collection of local blogs is

sometimes referred to as a bloghood.

Blog Search Engines

Several blog search engines are used to search blog contents, such as Bloglines,

BlogScope, and Technorati. Technorati, which is among the most popular blog

search engines, provides current information on both popular searches and tags

used to categorize blog postings. Research community is working on going beyond

simple keyword search, by inventing new ways to navigate through huge amounts of

information present in the blogosphere, as demonstrated by projects like

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Chapter

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http://en.wikipedia.org/wiki/Blogospherehttp://en.wikipedia.org/wiki/Blogrollhttp://en.wikipedia.org/wiki/Linkbackhttp://en.wikipedia.org/wiki/Backlinkhttp://en.wikipedia.org/wiki/List_of_search_engines#Bloghttp://en.wikipedia.org/wiki/Bloglineshttp://en.wikipedia.org/wiki/BlogScopehttp://en.wikipedia.org/wiki/Technoratihttp://en.wikipedia.org/wiki/Tag_(metadata)http://en.wikipedia.org/wiki/Blogospherehttp://en.wikipedia.org/wiki/Blogospherehttp://en.wikipedia.org/wiki/Blogrollhttp://en.wikipedia.org/wiki/Linkbackhttp://en.wikipedia.org/wiki/Backlinkhttp://en.wikipedia.org/wiki/List_of_search_engines#Bloghttp://en.wikipedia.org/wiki/Bloglineshttp://en.wikipedia.org/wiki/BlogScopehttp://en.wikipedia.org/wiki/Technoratihttp://en.wikipedia.org/wiki/Tag_(metadata)http://en.wikipedia.org/wiki/Blogosphere


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BlogScope

Blogging Communities and Directories

Several online communities exist that connect people to blogs and bloggers to other

bloggers, including BlogCatalog and MyBlogLog.

Blogging and Advertising

It is common for blogs to feature advertisements either to financially benefit the

blogger or to promote the blogger's favorite causes. The popularity of blogs has also

given rise to "fake blogs" in which a company will create a fictional blog as a

marketing tool to promote a product.

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http://en.wikipedia.org/wiki/BlogScopehttp://en.wikipedia.org/wiki/Online_communitieshttp://en.wikipedia.org/wiki/MyBlogLoghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Fake_bloghttp://en.wikipedia.org/wiki/BlogScopehttp://en.wikipedia.org/wiki/Online_communitieshttp://en.wikipedia.org/wiki/MyBlogLoghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Fake_blog


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POPULARITY OF BLOG

Researchers have analyzed the dynamics of how blogs become popular. There are

essentially two measures of this: popularity through citations, as well as popularity

through affiliation (i.e. blogroll). The basic conclusion from studies of the structure

of blogs is that while it takes time for a blog to become popular through blogrolls,

permalinks can boost popularity more quickly, and are perhaps more indicative of

popularity and authority than blogrolls, since they denote that people are actually

reading the blog's content and deem it valuable or noteworthy in specific cases.

The blogdex project was launched by researchers in the MIT Media Lab to crawl

the Web and gather data from thousands of blogs in order to investigate their social

properties. It gathered this information for over 4 years, and autonomously tracked

the most contagious information spreading in the blog community, ranking it by

recency and popularity. It can therefore be considered the first instantiation of a

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Chapter

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http://en.wikipedia.org/wiki/Blogrollhttp://en.wikipedia.org/wiki/Permalinkshttp://en.wikipedia.org/wiki/Blogdexhttp://en.wikipedia.org/wiki/MIT_Media_Labhttp://en.wikipedia.org/wiki/Blogrollhttp://en.wikipedia.org/wiki/Permalinkshttp://en.wikipedia.org/wiki/Blogdexhttp://en.wikipedia.org/wiki/MIT_Media_Lab


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Project Report on Blog as Tools of PRmemetracker. The project is no longer active, but a similar function is now served

by tailrank.com.

Blogs are given rankings by Technorati based on the number of incoming links and

Alexa Internet based on the Web hits of Alexa Toolbar users. In August 2006,

Technorati found that the most linked-to blog on the internet was that of Chinese

actress Xu Jinglei. Chinese media Xinhua reported that this blog received

more than 50 million page views, claiming it to be the most popular blog in

the world. Technorati rated Boing Boing to be the most-read group-written blog.

Gartner forecasts that blogging will peak in 2007, leveling off when the number

of writers who maintain a personal Web site reaches 100 million. Gartner analysts

expect that the novelty value of the medium will wear off as most people who are

interested in the phenomenon have checked it out, and new bloggers will offset the

number of writers who abandon their creation out of boredom. The firm estimates

that there are more than 200 million former bloggers who have ceased posting to

their online diaries, creating an exponential rise in the amount of "dotsam" and

"netsam" that is to say, unwanted objects on the Web (analogous to flotsam and

jetsam).

Rise in popularity

After a slow start, blogging rapidly gained in popularity. Blog usage spread during

1999 and the years following, being further popularized by the near-simultaneous

arrival of the first hosted blog tools:

Open Diary launched in October 1998, soon growing to thousands of online diaries.

Open Diary innovated the reader comment, becoming the first blog community

where readers could add comments to other writers' blog entries.

Brad Fitzpatrick, a well-known blogger started LiveJournal in March 1999.

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http://en.wikipedia.org/wiki/Memetrackerhttp://en.wikipedia.org/wiki/Tailrank.comhttp://en.wikipedia.org/wiki/Technoratihttp://en.wikipedia.org/wiki/Alexa_Internethttp://en.wikipedia.org/wiki/Xu_Jingleihttp://en.wikipedia.org/wiki/Xinhuahttp://en.wikipedia.org/wiki/Boing_Boinghttp://en.wikipedia.org/wiki/Gartnerhttp://en.wikipedia.org/wiki/Open_Diaryhttp://en.wikipedia.org/wiki/Brad_Fitzpatrickhttp://en.wikipedia.org/wiki/LiveJournalhttp://en.wikipedia.org/wiki/Memetrackerhttp://en.wikipedia.org/wiki/Tailrank.comhttp://en.wikipedia.org/wiki/Technoratihttp://en.wikipedia.org/wiki/Alexa_Internethttp://en.wikipedia.org/wiki/Xu_Jingleihttp://en.wikipedia.org/wiki/Xinhuahttp://en.wikipedia.org/wiki/Boing_Boinghttp://en.wikipedia.org/wiki/Gartnerhttp://en.wikipedia.org/wiki/Open_Diaryhttp://en.wikipedia.org/wiki/Brad_Fitzpatrickhttp://en.wikipedia.org/wiki/LiveJournal


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Project Report on Blog as Tools of PRAndrew Smales created Pitas.com in July 1999 as an easier alternative to

maintaining a "news page" on a Web site, followed by Diaryland in September 1999,

focusing more on a personal diary community.[61]

Evan Williams and Meg Hourihan (Pyra Labs) launched blogger.com in August

1999 (purchased by Google in February 2003)

Political impact

Since 2002, blogs have gained increasing notice and coverage for their role in

breaking, shaping, and spinningnews stories. The Iraq war saw bloggers taking

measured and passionate points of view that go beyond the traditional left-right

divide of the political spectrum.

____________________________________________________________________ 16
http://en.wikipedia.org/wiki/Blog#cite_note-60%23cite_note-60http://en.wikipedia.org/wiki/Evan_Williams_(blogger)http://en.wikipedia.org/wiki/Meg_Hourihanhttp://en.wikipedia.org/wiki/Pyra_Labshttp://en.wikipedia.org/wiki/Blogger.comhttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Spin_(public_relations)http://en.wikipedia.org/wiki/Newshttp://en.wikipedia.org/wiki/2003_invasion_of_Iraqhttp://en.wikipedia.org/wiki/Left-right_politicshttp://en.wikipedia.org/wiki/Political_spectrumhttp://en.wikipedia.org/wiki/Blog#cite_note-60%23cite_note-60http://en.wikipedia.org/wiki/Evan_Williams_(blogger)http://en.wikipedia.org/wiki/Meg_Hourihanhttp://en.wikipedia.org/wiki/Pyra_Labshttp://en.wikipedia.org/wiki/Blogger.comhttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Spin_(public_relations)http://en.wikipedia.org/wiki/Newshttp://en.wikipedia.org/wiki/2003_invasion_of_Iraqhttp://en.wikipedia.org/wiki/Left-right_politicshttp://en.wikipedia.org/wiki/Political_spectrum


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On 6 December 2002, Josh Marshall's talkingpointsmemo.com blog called attention

to U.S. Senator Lott's comments regarding Senator Thurmond. Senator Lott was

eventually to resign over the matter.

As an example of the rise of importance of blogs, in 2002, many blogs focused on

comments by U.S. Senate Majority LeaderTrent Lott. Senator Lott, at a party

honoring U.S. SenatorStrom Thurmond, praised Senator Thurmond by suggesting

that the United States would have been better off had Thurmond been elected

president. Lott's critics saw these comments as a tacit approval of racial

segregation, a policy advocated by Thurmond's 1948 presidential campaign.

This view was reinforced by documents and recorded interviews dug up by bloggers.

(See Josh Marshall's Talking Points Memo.) Though Lott's comments were made

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Project Report on Blog as Tools of PRat a public event attended by the media, no major media organizations reported on

his controversial comments until after blogs broke the story. Blogging helped to

create a political crisis that forced Lott to step down as majority leader.

Similarly, blogs were among the driving forces behind the "Rathergate" scandal. To

wit: (television journalist) Dan Rather presented documents (on the CBS show 60

Minutes) that conflicted with accepted accounts of President Bush's military service

record. Bloggers declared the documents to be forgeries and presented evidence

and arguments in support of that view. Consequently, CBS apologized for what it

said were inadequate reporting techniques (see Little Green Footballs). Many

bloggers view this scandal as the advent of blogs' acceptance by the mass media,

both as a news source and opinion and as means of applying political pressure.

The impact of these stories gave greater credibility to blogs as a medium of news

dissemination. Though often seen as partisan gossips, bloggers sometimes lead the

way in bringing key information to public light, with mainstream media having to

follow their lead. More often, however, news blogs tend to react to material already

published by the mainstream media. Meanwhile, an increasing number of experts

blogged, making blogs a source of in-depth analysis. (See Daniel Drezner, J.

Bradford DeLong or Brad Setser.)

Mainstream popularity

By 2004, the role of blogs became increasingly mainstream, as political

consultants, news services, and candidates began using them as tools for outreach

and opinion forming. Blogging was established by politicians and political candidates

to express opinions on war and other issues and cemented blogs' role as a news

source. (See Howard Dean and Wesley Clark.) Even politicians not actively

campaigning, such as the UK's Labour Party'sMPTom Watson, began to blog to

bond with constituents.

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http://en.wikipedia.org/wiki/Rathergatehttp://en.wikipedia.org/wiki/Dan_Ratherhttp://en.wikipedia.org/wiki/60_Minuteshttp://en.wikipedia.org/wiki/60_Minuteshttp://en.wikipedia.org/wiki/Forgeryhttp://en.wikipedia.org/wiki/Little_Green_Footballshttp://en.wikipedia.org/wiki/Daniel_Dreznerhttp://en.wikipedia.org/wiki/J._Bradford_DeLonghttp://en.wikipedia.org/wiki/J._Bradford_DeLonghttp://en.wikipedia.org/wiki/Brad_Setserhttp://en.wikipedia.org/wiki/Political_consultanthttp://en.wikipedia.org/wiki/Political_consultanthttp://en.wikipedia.org/wiki/Howard_Deanhttp://en.wikipedia.org/wiki/Wesley_Clarkhttp://en.wikipedia.org/wiki/Labour_Party_(UK)http://en.wikipedia.org/wiki/Member_of_Parliamenthttp://en.wikipedia.org/wiki/Tom_Watson_(politician)http://en.wikipedia.org/wiki/Rathergatehttp://en.wikipedia.org/wiki/Dan_Ratherhttp://en.wikipedia.org/wiki/60_Minuteshttp://en.wikipedia.org/wiki/60_Minuteshttp://en.wikipedia.org/wiki/Forgeryhttp://en.wikipedia.org/wiki/Little_Green_Footballshttp://en.wikipedia.org/wiki/Daniel_Dreznerhttp://en.wikipedia.org/wiki/J._Bradford_DeLonghttp://en.wikipedia.org/wiki/J._Bradford_DeLonghttp://en.wikipedia.org/wiki/Brad_Setserhttp://en.wikipedia.org/wiki/Political_consultanthttp://en.wikipedia.org/wiki/Political_consultanthttp://en.wikipedia.org/wiki/Howard_Deanhttp://en.wikipedia.org/wiki/Wesley_Clarkhttp://en.wikipedia.org/wiki/Labour_Party_(UK)http://en.wikipedia.org/wiki/Member_of_Parliamenthttp://en.wikipedia.org/wiki/Tom_Watson_(politician)


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Project Report on Blog as Tools of PRIn January 2005, Fortune magazine listed eight bloggers that business people

"could not ignore": Peter Rojas, Xeni Jardin, Ben Trott, Mena Trott, Jonathan

Schwartz, Jason Goldman, Robert Scoble, and Jason Calacanis.

Israel's was among the first national governments to set up an official blog. Under

David Saranga, the Israeli Ministry of Foreign Affairs became active in adopting

Web 2.0 initiatives, including an official video blog and a political blog. The

Foreign Ministry also held a microblogging press conference via Twitter about its

war with Hamas, with Saranga answering questions from the public in common

text-messaging abbreviations during a live worldwide press conference. The

questions and answers were later posted on Israelpolitik.org, the country's official

political blog.

Webmaster

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Blogging Consequences

The emergence of blogging has brought a range of legal liabilities and other often

unforeseen consequences.

Defamation or Liability

Several cases have been brought before the national courts against bloggers

concerning issues ofdefamation or liability. The courts have returned with mixed

verdicts. Internet Service Providers (ISPs), in general, are immune from liability

for information that originates with third parties (U.S. Communications Decency

Act and the EU Directive 2000/31/EC).

In John Doe v. Patrick Cahill, the Delaware Supreme Court held that stringent

standards had to be met to unmask anonymous bloggers, and also took the unusual

step of dismissing the libel case itself (as unfounded under American libel law) rather

than referring it back to the trial court for reconsideration. In a bizarre twist, the

Cahills were able to obtain the identity of John Doe, who turned out to be the person

they suspected: the town's mayor, Councilman Cahill's political rival. The Cahills

amended their original complaint, and the mayor settled the case rather than going

to trial.

In January 2007, two prominent Malaysian political bloggers, Jeff Ooi and

Ahiruddin Attan were sued by pro-government newspaper, The New Straits Times

Press (Malaysia) Berhad, Kalimullah bin Masheerul Hassan, Hishamuddin bin Aun and

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Project Report on Blog as Tools of PRBrenden John a/l John Pereira over an alleged defamation. The plaintiff was

supported by the Malaysian government. Following the suit, the Malaysian

government proposed to "register" all bloggers in Malaysia in order to better control

parties against their interest. This is the first such legal case against bloggers in the

country.

In the United Kingdom, a college lecturer contributed to a blog in which she referred

to a politician (who had also expressed his views in the same blog) using various

uncomplimentary names, including referring to him as a "Nazi". The politician found

out the real name of the lecturer (she wrote under a pseudonym) via the ISP and

successfully sued her for 10,000 in damages and 7,200 costs.

In the United States, blogger Aaron Wall was sued by Traffic Power for defamation

and publication of trade secrets in 2005. According to Wired Magazine, Traffic

Power had been "banned from Google for allegedly rigging search engine results."

Wall and other "white hat" search engine optimization consultants had exposed

Traffic Power in what they claim was an effort to protect the public. The case was

watched by many bloggers because it addressed the murky legal question of who's

liable for comments posted on blogs. The case was dismissed for lack of personal

jurisdiction, and Traffic Power failed to appeal within the allowed time.

Employment

In general, attempts at hiding the blogger's name and/or the place of employment in

anonymity have proved ineffective at protecting the blogger. Employees who blog

about elements of their place of employment raise the issue ofemployee branding,

since their activities can begin to affect the brand recognition of their employer.

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In fall 2004, Ellen Simonetti was fired for what was deemed by her employer,

Delta Air Lines, to be inappropriate material on her blog. She subsequently wrote a

book based on her blog.

Delta Air Lines fired flight attendant Ellen Simonetti because she posted

photographs of herself in uniform on an airplane and because of comments posted

on her blog "Queen of Sky: Diary of a Flight Attendant" which the employer deemed

inappropriate. This case highlighted the issue of personal blogging and freedom of

expression vs. employer rights and responsibilities, and so it received wide media

attention. Simonetti took legal action against the airline for "wrongful termination,

defamation of character and lost future wages". The suit was postponed while Delta

was in bankruptcy proceedings (court docket).

In the spring of 2006, Erik Ringmar, a tenured senior lecturer at the London School

of Economics, was ordered by the convenor of his department to "take down and

destroy" his blog in which he discussed the quality of education at the school.

Mark Cuban, owner of the Dallas Mavericks, was fined during the 2006 NBA

playoffs for criticizing NBA officials on the court and in his blog.

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http://en.wikipedia.org/wiki/Ellen_Simonettihttp://en.wikipedia.org/wiki/Delta_Air_Lineshttp://en.wikipedia.org/wiki/Delta_Air_Lineshttp://en.wikipedia.org/wiki/Flight_attendanthttp://en.wikipedia.org/wiki/Ellen_Simonettihttp://deltadocket.com/delta_downloads/delta_downloads_CourtFiledDocuments/Twelfth_OmnibusClaimsObjection.pdfhttp://en.wikipedia.org/wiki/London_School_of_Economicshttp://en.wikipedia.org/wiki/London_School_of_Economicshttp://en.wikipedia.org/wiki/Mark_Cubanhttp://en.wikipedia.org/wiki/Dallas_Maverickshttp://en.wikipedia.org/wiki/National_Basketball_Associationhttp://en.wikipedia.org/wiki/File:QoS3.pnghttp://en.wikipedia.org/wiki/Ellen_Simonettihttp://en.wikipedia.org/wiki/Delta_Air_Lineshttp://en.wikipedia.org/wiki/Delta_Air_Lineshttp://en.wikipedia.org/wiki/Flight_attendanthttp://en.wikipedia.org/wiki/Ellen_Simonettihttp://deltadocket.com/delta_downloads/delta_downloads_CourtFiledDocuments/Twelfth_OmnibusClaimsObjection.pdfhttp://en.wikipedia.org/wiki/London_School_of_Economicshttp://en.wikipedia.org/wiki/London_School_of_Economicshttp://en.wikipedia.org/wiki/Mark_Cubanhttp://en.wikipedia.org/wiki/Dallas_Maverickshttp://en.wikipedia.org/wiki/National_Basketball_Association


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Project Report on Blog as Tools of PRMark Jen was terminated in 2005 after 10 days of employment as an Assistant

Product Manager at Google for discussing corporate secrets on his personal blog,

then called 99zeros and hosted on the Google-owned Blogger service. He blogged

about unreleased products and company finances a week before the company's

earnings announcement. He was fired two days after he complied with his employer's

request to remove the sensitive material from his blog.

In India, blogger Gaurav Sabnis resigned from IBM after his posts exposing the false

claims of a management school, IIPM, led to management of IIPM threatening to

burn their IBM laptops as a sign of protest against him.

Political Dangers

Blogging can sometimes have unforeseen consequences in politically sensitive areas.

Blogs are much harder to control than broadcast or even print media. As a result,

totalitarian and authoritarian regimes often seek to suppress blogs and/or to

punish those who maintain them.

In Singapore, two ethnic Chinese were imprisoned under the countrys anti-

sedition law for posting anti-Muslim remarks in their blogs.

Egyptian blogger Kareem Amer was charged with insulting the Egyptian president

Hosni Mubarak and an Islamic institution through his online blog. It is the first

time in the history of Egypt that a blogger was prosecuted. After a brief trial session

that took place in Alexandria, the blogger was found guilty and sentenced to prison

terms of three years for insulting Islam and inciting sedition, and one year for

insulting Mubarak.

Egyptian blogger Abdel Monem Mahmoud was arrested in April 2007 for anti-

government writings in his blog. Monem is a member of the banned Muslim

Brotherhood.

After expressing opinions in his personal blog about the state of the Sudanese armed

forces, Jan Pronk, United Nations Special Representative for the Sudan, was

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http://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Blogger.comhttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Totalitarianismhttp://en.wikipedia.org/wiki/Authoritarianismhttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Imprisonedhttp://en.wikipedia.org/wiki/Sedition_Act_(Singapore)http://en.wikipedia.org/wiki/Sedition_Act_(Singapore)http://en.wikipedia.org/wiki/Anti-Muslimhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Kareem_Amerhttp://en.wikipedia.org/wiki/Hosni_Mubarakhttp://en.wikipedia.org/wiki/Islamhttp://en.wikipedia.org/wiki/Al-Azhar_Universityhttp://en.wikipedia.org/wiki/Alexandriahttp://en.wikipedia.org/wiki/Islamhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/w/index.php?title=Abdel_Monem_Mahmoud&action=edit&redlink=1http://www.ana-ikhwan.blogspot.com/http://en.wikipedia.org/wiki/Muslim_Brotherhoodhttp://en.wikipedia.org/wiki/Muslim_Brotherhoodhttp://en.wikipedia.org/wiki/Jan_Pronkhttp://en.wikipedia.org/wiki/United_Nationshttp://en.wikipedia.org/wiki/Sudanhttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Blogger.comhttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Totalitarianismhttp://en.wikipedia.org/wiki/Authoritarianismhttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Imprisonedhttp://en.wikipedia.org/wiki/Sedition_Act_(Singapore)http://en.wikipedia.org/wiki/Sedition_Act_(Singapore)http://en.wikipedia.org/wiki/Anti-Muslimhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Kareem_Amerhttp://en.wikipedia.org/wiki/Hosni_Mubarakhttp://en.wikipedia.org/wiki/Islamhttp://en.wikipedia.org/wiki/Al-Azhar_Universityhttp://en.wikipedia.org/wiki/Alexandriahttp://en.wikipedia.org/wiki/Islamhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/w/index.php?title=Abdel_Monem_Mahmoud&action=edit&redlink=1http://www.ana-ikhwan.blogspot.com/http://en.wikipedia.org/wiki/Muslim_Brotherhoodhttp://en.wikipedia.org/wiki/Muslim_Brotherhoodhttp://en.wikipedia.org/wiki/Jan_Pronkhttp://en.wikipedia.org/wiki/United_Nationshttp://en.wikipedia.org/wiki/Sudan


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Project Report on Blog as Tools of PRgiven three days notice to leave Sudan. The Sudanese army had demanded his

deportation.

Personal Safety

One consequence of blogging is the possibility of attacks or threats against the

blogger, sometimes without apparent reason. Kathy Sierra, author of the innocuous

blog Creating Passionate Users, was the target of such vicious threats and

misogynistic insults that she canceled her keynote speech at a technology conference

in San Diego, fearing for her safety. While a blogger's anonymity is often tenuous,

Internet trolls who would attack a blogger with threats or insults can be

emboldened by anonymity. Sierra and supporters initiated an online discussion

aimed at countering abusive online behavior and developed a blogger's code of

conduct.

Therapeutic Benefits

Scientists have long known the therapeutic benefits of writing about personal

experiences. Blogs provide another convenient avenue for writing about personal

experiences. Research shows that it improves memory and sleep, boosts immune

cell activity and reduces viral load in AIDS patients and even speeds healing after

surgery.

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http://en.wikipedia.org/wiki/Kathy_Sierrahttp://headrush.typepad.com/http://en.wikipedia.org/wiki/Troll_(internet)http://en.wikipedia.org/wiki/Blogger's_code_of_conducthttp://en.wikipedia.org/wiki/Blogger's_code_of_conducthttp://en.wikipedia.org/wiki/Kathy_Sierrahttp://headrush.typepad.com/http://en.wikipedia.org/wiki/Troll_(internet)http://en.wikipedia.org/wiki/Blogger's_code_of_conducthttp://en.wikipedia.org/wiki/Blogger's_code_of_conduct


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Blogs: The Public Relations Tool Companies Not Using

Although blogs are now a fixture on the media landscape, the public relations

industry still doesnt know how to deal with them. Public relation firms are either

afraid of blogs, ambivalent towards them, or they treat them like a high school

newspaper.

Useful tips for Public Relations Professional to deal more effectively with

the ever-growing (and beneficial) blog phenomenon.

1. Dont carpet-bomb bloggers with press releases.

Bloggers are like journalists in many ways, and one thing they have in common is

that they dont like being carpet-bombed with press releases via email. When they

know that every other blogger in the blogosphere is getting the same press

releases pushed on them at the same time, they mentally devalue those generic,

mass-mailed press releases.

2. Target bloggers like you would journalists.

Pick the cream of the crop and give them an exclusive. If they bite, theres a good

chance that what you would have tried to accomplish by emailing 100 bloggers can

be accomplished by communicating with one. Why? Because the beauty ofblogs is

the viral nature of them, which means that bloggers can do your work for you.

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Chapter

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3. Start with the blogger, then go to the community.

When youre responding to a piece on a blog, the best way to start the ball rolling is

by contacting the blogger directly. Be clear about whether your communication is on

or off the record, but understand that many bloggers dont adhere to standard

journalistic practices. Even if you try to go off the record, they may not respect

those wishes.

With that said, consider your conversation from start to finish to be on the record,

and proceed appropriately. Start by seeing if the blogger will give you the

opportunity to get that on the record statement into the original blog post. This is

important because many readers ignore the comments section and go for the

meat, the post itself. From there, participate in the conversation in the comments

section, and monitor it closely, especially during the first several days after the

original post.

4. Engage in conversation, not spin.

Blogs are community-oriented web properties where readers are encouraged to

engage in conversation. Its not supposed to be a one-way street like the

mainstream media. This is why its important to keep an informal, conversational

tone when responding to the blogger and readers. Constructed and flat statements

in a blogs comments section will be called out as spin and you will be accused of

not addressing the issue. Remember, companies and organizations are made up of

humans, so act like a human, not a computer delivering a line of programming.

5. Stay calm.

Many bloggers are like cable television news show hosts. They build an audience

based on a personality, one that is oftentimes volatile. Righteousness is embraced by

blog readers, sometimes more than accuracy.

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Project Report on Blog as Tools of PRYou need to stay calm, however. If you have ever had someone screaming at you on

the phone or in person, you know that the best way to make your point is to let the

person exhaust himself or herself. Dont patronize bloggers or readers by

suggesting that their tone is not appropriate for the situation. Instead, tell them you

understand why they may be upset and move on from there.

6. Utilize the same resources for blogs as you would for a newspaper

reporter.

If you make the CEO of your company available to newspaper reporters, make him

or her available to bloggers as well. Granted, not every blogger has a sizable

audience that demands the time and attention of your top executives, but leaders in

their respective spaces deserve the same consideration that traditional journalists

do.

7. Provide bloggers with resources.

Though traditional media websites are integrating video, pictures, and other

multimedia content more and more frequently, theyre still well behind bloggers.

The web-only platform of a blog gives bloggers ample opportunity to integrate

public relations content into their stories. It could be something as simple as a

picture of your product, or something more complicated like a video slide show.

Vibrant multimedia content is more interesting and attractive than a static press

release.

8. Treat bloggers with respect.

When I ran a blog, I found it odd that public relations reps treated me differently

than when I wrote for a newspaper. It was a point I brought up with many PR

people, some of whom didnt seem to understand that my blog actually attracted

more readers than my newspaper column. You need to extend the same courtesies

to bloggers that you do traditional journalists. Whether its something as simple as

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http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blogs/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blogger/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/multimedia-content/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blog/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/public-relations/http://www.ereleases.com/prfuel/tag/multimedia-content/http://www.ereleases.com/prfuel/tag/press-release/http://www.ereleases.com/prfuel/tag/press-release/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blog/http://www.ereleases.com/prfuel/tag/public-relations/http://www.ereleases.com/prfuel/tag/pr/http://www.ereleases.com/prfuel/tag/blog/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blogs/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blogger/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/multimedia-content/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blog/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/public-relations/http://www.ereleases.com/prfuel/tag/multimedia-content/http://www.ereleases.com/prfuel/tag/press-release/http://www.ereleases.com/prfuel/tag/press-release/http://www.ereleases.com/prfuel/tag/bloggers/http://www.ereleases.com/prfuel/tag/blog/http://www.ereleases.com/prfuel/tag/public-relations/http://www.ereleases.com/prfuel/tag/pr/http://www.ereleases.com/prfuel/tag/blog/http://www.ereleases.com/prfuel/tag/bloggers/


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Project Report on Blog as Tools of PRreturning a call, or providing information in a timely manner, if a blogger goes to

the trouble of reaching out to you, respond appropriately.

SATISIFIED CUSTOMERS TELL THREE FRIENDS, ANGRY

CUSTOMERS TELL 3000

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Why Blog For PR?

According to a report at the Web 2.0 conference there are now over "4.1

million blogs around the world with a new blog created every 7.4 seconds".

However, there are only about 5000 company blogs. That leaves a lot of

room for you to stake your niche and gain valuable exposure.

An article in BusinessWeek highlighting blogs new importance to companies

states, "Blogs or websites with content management systems are changing

the model for companies, we really now have to engage customers on a one

on one level". With Microsoft leading the way, corporations have accepted

blogging as an integral part of public relations. Companies now recognize

the need to talk to their clients and potential clients in a more intelligent

and unbiased way.

Business blog expert Wayne Hurlbert sums up the reason to blog for PR, "A

rapidly growing number of journalists and editors are reading blogs on a

daily basis. It's becoming imperative that a company start a blog to keep up

with that trend".

Case in point; Steve Rubel Obviously, his blog PR is working to his benefit.

Being featured in WebProNews alone means positive press read by nearly a

half million eBusiness owners and managers. Way to go Steve!

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1. Communication with your customers.

Blogs provide a way for you to communicate with your customers directly. And it is a

two-way communication. You can post a message on your blog and your visitors can

easily respond. Staying in touch with your customers regularly means you can build

long-lasting relationships and develop their trust.

2. Search Engine Marketing

Blogs give you an increased presence on major search engines, like Yahoo! and

Google. If you use Blogger (Googles Blogging Tool), every message you post creates

a new page on Google so in a very short time you could have a lot of pages pointing

to your website, bringing you lots of new visitors.

3. Stay Ahead of Your Competition

Blogs are still relatively new and chances are your competition does not yet use

them. So you will be seen as an expert in your industry when you post your

knowledge and expertise.

4. Media & Public Relations

Blogs are excellent PR tools. You can post your Media Releases and articles and have

them picked up by the media.

5. Free or Low Cost

Many Blogs are free to use. Two such blogs are:

Blogger www.blogger.com

Clearblogs - www.clearblogs.com

6. Easy to Use

If you can type and press a Publish button, you can use blogging software. The

software allows you to follow easy step by step guide and provides great online help.

What should I publish in my blog?

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Project Report on Blog as Tools of PRArticles

Media Releases

Industry News

Photos of your products or from a tradeshow

Surveys so you can get feedback from your customers

Testimonials

Instructions on how to use your products/services

Product Reviews

Interviews

Case Studies

Business and Employee Profiles

Links to complementary businesses

Frequently Asked Questions and Problem Resolutions

Inspirational Quotes

Research Findings

and anything else that may be of interest or help to your visitors and customers.

Remember you can have as many blogs as you like, so you can easily reach niche

markets.

Blogs and public relations

As competition for available media coverage tightens, in a sea of press releases and

attention stealing publicity stunts, it is harder than ever for a business to gain much

needed publicity. A business person is often at a complete loss as to how to get

media coverage of a worthwhile business story.

Getting someone to hear the message is half the battle. Having the members of the

media consider it newsworthy is the other half. Somewhere, there must be another

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Project Report on Blog as Tools of PRvehicle, that can gain the attention, of an already swamped news editor. That help,

for the publicity seeking business person has arrived, in the form of the blog.

A growing number of journalists and news editors are reading blogs, on a daily basis,

to find new and interesting story ideas. Often faster and more efficient than reading

press releases, blog entries are likely to yield targeted short and feature article

material. When teamed with an RSS news feed, which employs the same technology

as stock market and weather forecasts, a blog can provide an instant pipeline

directly to interested media outlets.

Blogs provide a unique and personal way to communicate with current and

prospective customers. By talking to people, in a conversational manner, a blog puts

a human face on a company, that is difficult to duplicate in any other way.

The more casual, and comparatively unfiltered voice of the blogger creates the image

of a business as being composed of real people like you. Instead of being a nameless

and faceless corporation, the blog helps the people in the company, to come alive in

their posts.

Should a disaster happen, either to the business or its customers, a business blog

provides an immediate and personalized vehicle to discuss the issue with the public.

Instead of the spin, usually associated with public relations, the blog can serve as

an honest and concerned pipeline, directly to the public.

By addressing the issues openly and honestly, the business can regain and even

increase the publics trust. Concerned customers, and the general public, will view

the blog as giving the straight answers. Such trust will only help enhance the

businesss reputation, both in the short and long run.

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The value of personalization

Perhaps the single most powerful aspect of blogs, in the area of public relations, is

the personalization aspect. The writer is a real person, putting a human face on what

might otherwise be perceived as a unknown and distant company. By developing

trust among the various readership groups, the blog writer provides a personal link

to the company. If the goal of a public relations effort is to work in coordination with

sales and marketing, a blog will establish trust with current and prospective

customers and clients. Its a well known truism that people will buy from their friends

and people whose word they trust. The development of a blog component to the

company website will go far in achieving those trust based goals.

In the past, public relations depended upon controlling the message,that was put

forward from the organization. The unspoken goal was to manipulate public opinion.

The prearranged message was centralized and carefully vetted for wording and

nuances. The term spin was born to describe the technique.

Blogging as a public opinion medium gives up that tight control, and presents a

message in a conversation with the reader. In that sense, the blog cultivates public

opinion. With increasing transparency, inside and outside of organizations, the best

approach is one of open discussion. A blog is the ideal delivery vehicle.

Many people have begun to mistrust the traditional canned public relations approach

as lacking honesty. The openness of a blog changes that perception entirely. As the

philosopher Marshall McLuhan stated, Perception is reality. In other words, what

we perceive to be true, is real in our own thoughts.

A blog can enhance that perception of honesty by delivering the straight goods on an

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Project Report on Blog as Tools of PRissue. With that open approach, lacking the traditional tightly controlled message,

trust in the company is enhanced. In both the short and longer terms, that trust

translates into more life long customers and clients.

Getting traditional media exposure through a blog

The traditional media has begun to visit blogs, and to subscribe to blog RSS feeds,

via an RSS reader. As a blog is updated, the RSS feed, usually coded in XML and

Atom, sends the post or part of the post to its subscribers.

Developing and adding an RSS feed is easily activated, and is readily available with

almost every blogging tool. For sites preferring their own coding, there is widely

available code, that can be modified as needed to suit your personal requirements.

Your blogs readership can easily access your posts, as they are updated, in real

time. Much of that regular blog audience are members of the traditional mainstream

media, consisting of newspaper, television, and radio journalists and editors.

The news media are constantly on the lookout for potential news stories. By writing

about your industry, reviewing products, providing company news, and commenting

on various business and economics issues, your blog is a ready source of news

stories.

By writing in a style that reflects your personality, along with your expertise in the

industry, journalists will consider you to be an industry expert.

As someone considered knowledgeable in your business area, you will often be called

upon for news interviews, in each of the mainstream media. Not only will you be

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Project Report on Blog as Tools of PRinterviewed about your own company, but about issues concerning your industry as

a whole.

Be certain to always make yourself available. Reporters are pressed for time, due to

tight deadline schedules. If you are unavailable, they will immediately call upon other

people in your industry for comment. Provide your media contacts with a telephone

number and fax number, where you can be reached at all times.

That media information should be readily available on your blog, as well as

conveniently placed on the company website. Include a press kit, with your

biography and other background materials to help the journalists do their job. Your

assistance will be appreciated, and your expertise sought more often.

Blogging through a crisis

One of the most difficult times for any company, from a public relations standpoint,

is during a company or industry crisis. During those often painful moments hours,

the temptation for most traditional businesses is to shut down communications to the

outside.

All of their statements and reports are carefully screened, and often require many

people to sign off on them prior to release to the media and the public. Those

controlled message days are a thing of the past.

By posting regular and open information on your company blog, you can address the

crisis, fairly and honestly. Keeping the public completely aware of where your

business stands, and what is the plan going forward, helps to improve confidence

from your readership.

Blogs provide an unlimited number of postings per day. You can update what is

happening, during the peak of the crisis, in real time.

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Project Report on Blog as Tools of PRInstead of hiding the problems, the trust your blog has developed over time, makes

it the place for people to turn, for unfiltered information. Your job is to give the

public honest answers, and not traditional spin. That openness about where the

company stands, and it how it plans to resolve the problem, will be reported

favorably in the media.

The general public will leave your blog feeling that they are provided with straight

answers. Speaking directly those affected by the disaster will increase the reputation

of your company, rather than detract from it. That confidence factor can only serve

to enhance your company image, while raising your personal profile within the

industry.

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QUESTIONNAIRE FORMAT FOR BLOG AS TOOLS OF PR

Q1). Do you have a BLOG? (If yes, please give the name).

a) Yes b) No

Q2). How importance it is in today scenario?

a) Very Important b) Importance b) Less importance c) Cant say anything

Q3). Has it been effective to driving traffic to your websites?

a) Yes b) No Q4). Has your blog helped you gain clients & business?

b) Yes b) No

Q5). Do you find it as a importance tools of PR?

a) Very Important b) Importance b) Less importance c) Cant say anything

Q6). Have you had trouble promoting your blog?

a) Yes b) No

Name :Designation :Company / Organization :Tel No :

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Email ID :

Comment & Feedback

Comment 1: Blogs have become a common

Blogs have become a common way of getting PR. They are easy to install, update

and manage than html pages or any other CMS. So they tend to be more popular.

Submitted byBozidar Novak(WPN reader) on Fri, 10/24/2008 - 8:40am.

Comment 2: Blogging is changing Public Relations

Blogs have made many PR experts aware of the impotency of traditional public

relations spin methods. Though I have to point out that there is a whole new breed

of "negative bloggers", who are paid "mercenaries" with one goal: discredit or ruin

the public reputation of a person or a company. Submitted by Handles (WPN

reader) on Thu, 10/23/2008 - 2:16pm.

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CONCLUSION

The Internet and the number of people connecting are growing at phenomenal rate.

More and more people are getting on the internet everyday. As users become

familiar with searching the web, the technology is to search for everything on the

web.

The internet has changed the way we buy and sell products and services the way we

obtain information. With increasing usage of the internet, prospering in todays

marketplace requires an internet presence. Being online helps to reach new and

existing customers as website contains all the information about business customers

need.

As in PR, PR professional work with marketing people to ensure their company

recognition in business. They also work with marketing manager to increase the

company sales. Since creating online presence through blog doesnt have to be

difficult or costly. It can be a simple as and cost effective tool in Public Relation. It is

more of kind of supplement with other tools.

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40/42

Project Report on Blog as Tools of PRAccording to a report at the Web 2.0 conference there are now over "4.1

million blogs around the world with a new blog created every 7.4 seconds".

However, there are only about 5000 company blogs. That leaves a lot of

room for you to stake your niche and gain valuable exposure.

While making this project I had come to this conclusion that, Blogging helps in

1. Communication with your customers.

2. Good tool for Search Engine Marketing

3. It keeps you ahead of your competitior

4. Good form of geeting feedback from users / customers

4. Effective tool for Media & Public Relations

5. Cost effective in compare to other tools

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"Blogging goes mobile", BBC News (2003-02-23). Retrieved on 5 June 2008.

Stephan Metcalf, "Fixing a Hole", New York Times, March 2006

DailyPundit

"Welcome to Technorati" (unknown). Retrieved on 2008-06-25.

"About MyBlogLog". MyBlogLog. Retrieved on 2007-06-29.

Gogoi, Pallavi (2006-10-09). "Wal-Mart's Jim and Laura: The Real Story".

BusinessWeek. Retrieved on 2008-08-06.

Marlow, C. Audience, structure and authority in the weblog community. Presented at the

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"blogging Bonnie.", Poynter.org (2003-09-18).

"Blooker rewards books from blogs", BBC News (2005-10-11). Retrieved on 5 June

2008.

"Blooker prize honours best blogs", BBC News (2007-03-17). Retrieved on 5 June

2008.

Dude, here's my book

John Doe No. 1 v. Patrick Cahill and Julia Cahill

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Chapter

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http://technorati.com/about/http://www.chicagotribune.com/business/chi-tue-microblogging-jul01,0,3597900.storyhttp://wiki.photoblogs.org/wiki/What_is_a_Photobloghttp://news.bbc.co.uk/1/hi/technology/2783951.stmhttp://en.wikipedia.org/wiki/BBC_Newshttp://www.iw3p.com/DailyPundit/2001_12_30_dailypundit_archive.php#8315120http://technorati.com/abouthttp://www.mybloglog.com/buzz/help/#a200502282152271http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htmhttp://alumni.media.mit.edu/~cameron/cv/pubs/04-01.pdfhttp://www.poynter.org/column.asp?id=52&aid=48413/http://news.bbc.co.uk/2/hi/technology/4326908.stmhttp://en.wikipedia.org/wiki/BBC_Newshttp://news.bbc.co.uk/2/hi/technology/6446271.stmhttp://en.wikipedia.org/wiki/BBC_Newshttp://www.nytimes.com/2006/04/16/fashion/sundaystyles/16CADS.html?ex=1302840000&en=778087aa367d0620&ei=5090&partner=rssuserland&emc=rsshttp://caselaw.lp.findlaw.com/data2/delawarestatecases/266-2005.pdfhttp://technorati.com/about/http://www.chicagotribune.com/business/chi-tue-microblogging-jul01,0,3597900.storyhttp://wiki.photoblogs.org/wiki/What_is_a_Photobloghttp://news.bbc.co.uk/1/hi/technology/2783951.stmhttp://en.wikipedia.org/wiki/BBC_Newshttp://www.iw3p.com/DailyPundit/2001_12_30_dailypundit_archive.php#8315120http://technorati.com/abouthttp://www.mybloglog.com/buzz/help/#a200502282152271http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htmhttp://alumni.media.mit.edu/~cameron/cv/pubs/04-01.pdfhttp://www.poynter.org/column.asp?id=52&aid=48413/http://news.bbc.co.uk/2/hi/technology/4326908.stmhttp://en.wikipedia.org/wiki/BBC_Newshttp://news.bbc.co.uk/2/hi/technology/6446271.stmhttp://en.wikipedia.org/wiki/BBC_Newshttp://www.nytimes.com/2006/04/16/fashion/sundaystyles/16CADS.html?ex=1302840000&en=778087aa367d0620&ei=5090&partner=rssuserland&emc=rsshttp://caselaw.lp.findlaw.com/data2/delawarestatecases/266-2005.pdf


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