PR firm Edelman and Intelliseek have released a white paper that explores the importance of the blogging phenomenon for public relations and marketers.
Trust MEdia: How Real People Are Finally Being Heard (pdf), covers a variety of issues relevant to the PR industry from a beginners perspective upwards.
“We’ve entered the era of mass personalization where people expect far greater participation in their favorite brands and companies. For companies, bloggers represent an immediate source of information and feedback, but also an opportunity to engage a rapidly expanding global network of influential, credible, passionate and involved group of real people who communicate constantly,” said Pam Talbot, President & CEO, Edelman U.S. “The white paper is to help companies better understand how to engage bloggers through authentic dialogue in ways that are appropriate and respectful.”
The paper also provides basic information and experienced advice on blogger behavior, blogger engagement, legitimate public relations uses of blogs, and a blog lexicon.
(via Steve Rubel)