Critical Analysis Of Blogging In Public Relations

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Available online at www.sciencedirect.com Public Relations Review 34 (2008) 32–40 Critical analysis of blogging in public relations Michael L. Kent ∗ Gaylord College of Journalism and Mass Communication, University of Oklahoma, 395 W. Lindsey, Norman, OK 73019-4201, United States Received 12 February 2007; received in revised form 30 November 2007; accepted 1 December 2007 Abstract This essay conducts an analysis of blogs as public relations tools. Following an overview of blogs, attention is given to how blogs can be used more effectively by public relations professionals, and how blogs are favored by communication firms and consultants as essential public relations tools. The essay concludes that while blogs have incredible potential as research, framing, and persuasion tools, their utility as a public relations tool is currently limited. © 2008 Elsevier Inc. All rights reserved. Keywords: Blog; Blogging; Public relations; News technology; RSS; Critical Keeping up with the latest technology and understanding the consequences for everyday life and professional practices is difficult for practitioners and academicians. At what point does an innovation become an everyday business practice, such as the Internet or wireless telephones? How do professionals know when understanding a new technology will be a prerequisite for success? One of the latest innovations currently having an impact on public relations is the blog. Both practitioners and academics are struggling to understand the value and consequences of blogs. This article tries to clarify the current strengths and weaknesses of the blog in both professional and academic contexts, analyzes current claims about blogging in public relations, and provides suggestions for understanding and studying blogs. Blogs are being used by organizations for everything from guerrilla marketing and attacking

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