How Important is Offline to Digital PR?
August 21, 2008 3:26 PM | Written by Yan Shikhvarger
Gone are the days when digital PR was a realm of only interactive professional. Now it a standard skill set for a PR professional. With everyone wanting to reach influencers and bloggers specifically online, it is interesting to note that the offline world still has a large influence. Analyzing various spaces it should be said that this is particularly important in the technology and corporate reputation sectors. Looking at a number of influential bloggers in this space it was apparent that large shares of postings were driven by what was happening in the offline world. Many blog postings originated from:
- Pickup of major media stories (that were originally driven by offline PR)
- Offline conference and event attendance and the various contacts that were made face to face (BlogWorld, SOBcon, D Conference, even BlogHer and annual investor meetings)
- Unique access that bloggers received in the offline world such as corporate HQ visit, executive interview, etc...
So moving forward, instead of just jumping into online outreach and relationships, make sure to truly know the bloggers and identify what actually sparks their post writing. It may not be all digital....
Comments (1)
August 23, 2008 2:39 PM, Posted by Nivell Rayda
Thanks for sharing your view. It is really true that activities offline can spark activities online. I can say the other thing around, but the number is way too small. A spec compared to offline events