At the Edelman and JCPR debate (11 November) on how blogging is changing the world of communications the importance of Bloggers as an audience for corporations and public relations professionals was strongly emphasised. The panel included Stuart Smith, CEO of Edelman London and Richard Edelman, President & Global CEO, Charles Pretzik of the Financial Times, Suw Charman, a blog consultant, journalist and author and Kevin Anderson of the BBC.
According to the latest Edelman/Technorati Study, 34% of bloggers blog in order to be seen as visible authorities in their field. Bloggers are highly engaged, seeking the best sources of information and bring a natural desire to participate and advance the discussion in their field. Crucially, at least 48% of bloggers are never contacted by companies or their PR representatives. The survey highlighted bloggers interest in products and companies with 51% of bloggers posting about companies, their employees and their products – at least once a week. Many bloggers consider companies to be trusted sources of information about their own products: 45% think company communications are "somewhat trusted" and 35% think they are highly trustworthy.
However 33% of bloggers do not trust communications from PR firms, though 21% do consider information from PR firms to be trust worthy. Only 15% of bloggers receive press releases, 85% see corporate blogs as somewhat or occasionally trustworthy, but 18% think employee written blogs are very trustworthy. Blogs by senior company executives are viewed to be only half as believable (19%) as blogs by a company employee (35%).
Trust is becoming far more personal: bloggers trust information from their peers more than any other source. Bloggers prefer learning from other bloggers by about 3 to 1 (63% to 21%) over hearing from a corporation. The data challenges the preconception that bloggers are irresponsibly careless with facts and don't care about accuracy as much as speed to market. In fact, 39% of bloggers will strike through an error and correct it, 25% will create a post with new information and 24% will leave the error but add a correction.
Click on: https://extranet.edelman.com/bloggerstudy/ to see the complete findings
Click on:http://www.edelman.com/events/UK_Blog to see a webcast of the event
To find out more about how Edelman is approaching blogging, contact Charlie Cannell, Director of Edelman Interactive Solutions on 020 7344 1293.