ONLINE_PR

Corporate Blogs: Finally after having gained some experience with bloggers and blogs it might be useful to start with an own blog. Also here certain steps can be taken - starting with an internal blog, building up project blogs, than consider to build up external blogs like employee blogs or CEO blogs. However the use of the right blog also depends on the communication goal and -style of public relations and what the means are. The following table summarizes this idea.
Write
Although this is not an absolute requirement of modern media relationhighly recommend you write a blog.

a.analysis phase
The first step is to identify credible blogers that complement, cover or report your areas of interest, including journalists’ blogs, individual blogs, group blogs and mainstream media blogs. Tools to assist you in finding these are:
Cyberjournalist.net
Technorati
BlogSearchEngine
BlogMatcher
BlogDigger
Blogdex

Identify influential podcasters and follow them, subscribe to the RSS feeds – and remember...Start here to find podcasts:
Link
Podcast.net
iPodderX
iPodder.org
Podcast Directory

b.PR Planning phase

. Due to the nature of blogs and bloggers it is best to first gather some experience with this highly dynamic communication environment before actively taking part with an own blog. Therefore the following steps should be considered:

Read
To be successful at approaching bloggers, you must first read blogs!

PR pro should engage in a spin-free dialogue with bloggers and, more importantly, use the resources at their disposal proactively to protect their company's or client's interest. Microsoft,(link) with over 2,000 employee-written blogs, is doing a very good job of this, as are outfits like Macromedia. Blog monitoring, more than anything else, is the key to brand protection
Though A majority of PRs - 56 percent - say that they have never pitched a blogger, with 28 per cent saying that they "occasionally do so," and only 14 per cent saying that they regularly pitch bloggers(link of survey).there ia an urgent need to start it as soon as possible.

On a note of caution, the culture of bloggers and podcasters may be resistant to traditional PR tractics: "People need to understand the nuances of using blogs and podcsat effectively in corporate communications," says David Rossiter,(link of him) principle consultant, Sunesis, UK

what pr pro are suppose to do, I think they simply need buildig relationship with bloggers and podcasters.Many bloggers and now podcasters support the Open Source movement. The free speech nature of its technology which has helped these modern tools to have a social impact. Blogging makes it easy for employees to irritate their bosses, and a number have been fired. (See Heather Armstrong, Mark Jen and Jessica Cutler.) you must foster relationships with bloggers, even the ones who quite obviously detest your company. Correct them when they're wrong, and congratulate them when they're correct. Ignoring them won't do you any good because, increasingly, bloggers are controlling brands online. No longer can you rely on newspaper and magazine clippings; you need to closely monitor blogs for what is being said - true or false - about your company. Hand-in-hand with this monitoring,

I think the PR community should embrace bloggers, battle them when necessary, and co-opt the whole idea to the point that blogs are not a phenomenon or a source of stress, but just another medium where some people write the truth, and some people obviously have motives to do otherwise.

This availability of information at times scares me. as I was reading the article (Magnet's Kwittken)(link)the average consumer doesn't care where he gets his information from. "Media credibility is at an all-time low," . "People are less concerned about source and more concerned about content." Hence authenticity of information is questionable,as majority of the bloggers and podcasters does not even contact the company they are writing or talking about.majority of them are not a "credentialed member of the media. Information is now decentralized. I

. Blogs and the other technologies we’re talking about here make this possible and powerful. So what are pr pro suppose to do?

This is a brief story of diffrent modern pr tools till now. I will be posting the summary here in three parts.

a. Email is dead.
Nearly half of the 31 billion email messages sent every day is junk email, drowning the average email user with approximately 2200 spam messages per year.

Only about 50 percent of journalists are even opening e-mail.

With filtering, blockers and trust lists, you cannot count on your email being received much less read.

b.FROM story teller of an organisation TO CONVERSATION ONLINE

Rising number of corporations and media outlets likeIn the United Kingdom, The Guardian newspaper and even pr pro are making blogs There are about 100 blogs (and growing quickly) published by PR pros. Edelman was the first of the major PR agencies, who also, by the way, was the first agency to have a web site back in the early 1990s. Richard Edelman uses the blog to discuss current PR affairs and practices. Other smaller agencies and PR consultants have been blogging since 2003, .The advent of new technology is at the root of many current trends within newmedia landscape.When we were still grasping the blogs , here comes podcast! ,the “latest” inclusion in online pr toolkit.

c. from conversation online to time-shifting media (podcast)

In a blogosphere that has grown largely on the written word, podcasts add a soundtrack.
Podcasting is here to stay and emerging and large players alike are embracing the medium.