Influence: Mainstream and Otherwise

Blogging has gone mainstream, with certain bloggers becoming well-known, highly sought-after personalities. They have earned a right of influence and recognition that rivals some of the journalists from top-tier traditional news outlets. Many of these individuals are referred to as the A-list. Their right of influence and clout has inspired new rules for breaking news. The right approach to breaking news has always been a hot topic for PR professionals. When done right, an appropriate release can result in tremendous impact and serve as the groundswell for future coverage in the blogosphere and in traditional media.

Robert Scoble is one of the most recognized names in the blogosphere. He frequently discusses the subject of blogger relations; embargoes; and news, product, and company launches in tech PR (and the tech landscape in general). PR professionals from myriad industries reach out to Scoble because he is an influencer. Therefore, Scoble has seen his fair share of both great and horrible pitches (and he openly discusses what he likes and dislikes about PR people, and how they approach him). Because of the sheer number of pitches he receives, and his desire to analyze what does and doesn’t work, Scoble is quickly becoming an expert in the inner workings and best practices of PR, especially the more effective approach for breaking news.