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Fiction: Bloggers are different from other journalists

This the first in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from September 2007. We welcome your feedback.

By Francis Moran

When I started this little tech PR agency, the world of online media outlets was still very much in its infancy. And an early fiction we had to deal with was a widely held belief that online media were some kind of a different beast from their print or broadcast brethren, and that only a PR agency that specialized in online media could reach these brave new e-journalists.

Our conviction was that these outlets might well be new but that there was nothing at all novel about a time-tested best-practices approach to pitching them, one based on pegging the natural news value of a client’s story and then pitching it only to those who would see that value. And we were right; from Day 1, our clients enjoyed the same widespread coverage online as they did in other media formats.

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