Marketing Essentials: How to Engage the Blogosphere in Media Relations Programs

G00210592

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Summary

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

  • Analysis
    • Introduction
      • Challenge
      • Implications
    • Background and Context
    • Best Practices
      • 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
    • Conclusions
    • Appendix
      • Mini-Case-Study: How a Canadian Telecom Provider Engaged the Blogosphere to Reduce the Cost of a Major Media Outreach Program
  • Recommended Reading
© 2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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