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Stories that begin in the blogosphere can seep into mainstream media in an instant. This has marketing executives and their media relations teams both excited and concerned. It's a trend that is here to stay, and CMOs must adapt. We explain how.
Table of Contents
Background and Context
- Step 1: Identify Influential Bloggers in Your Space
- Step 2: Make Contact and Build Relationships
- Step 3: Measure Media Equivalent Value
Bringing the Steps Together
- Mini-Case-Study: How a Canadian Telecom Provider Engaged the Blogosphere to Reduce the Cost of a Major Media Outreach Program