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
