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Why PR blogging isn’t dead


  1. I recently caught Arik Hanson’s article suggesting that the age of independent PR blogging is over. I’m not sure I fully am on board with his assessment. Here’s why. 

    He suggested there’s too much noise. 

    I agree, there is, but the most wonderful attribute of the Internet is those who are the loudest do not rank the highest. It is those who provide the most valuable work who rank the highest. There’s a filtration system for independent PR bloggers; especially for PR bloggers. 

    If you think you’re part of the noise, you’re not creating enough value, you’re not connecting with humans, and you’re not standing out. It’s not the person who can juggle more balls or yell louder than the rest who gets the attention, it’s those who get in front, those who make themselves vulnerable and those who create the greatest value who get the attention. Quality can trump quantity. 

    It’s easy to say there is too much noise. It’s a whole lot harder to admit you’re part of it. Noise is what groups of mediocre people make. 

    He suggested early bloggers have moved on. 

    They have, but we need to figure out to where they have moved, and why. They haven’t moved on because independent PR blogging doesn’t pay off, they have moved on because it has. They earned attention and recognition for their work. They aren’t off somewhere else trying to get the same results they hoped for from blogging, they’re out there reaping what they sowed in their blogs. 

    He suggested you beware the content machines.

    Independent travel bloggers, such as, Mike Walsh with flight4sight, aren’t afraid of sites like Pursuitist. Consumer-centric growth blogger Steven P. Dennis isn’t afraid of content machines.Bernadette Jiwa isn’t afraid of sites such as Copyblogger

    Just because there are “wandering generalities,” content machines, if you will, it does not mean you can’t become a “meaningful specific.” 

    Courage is the key ingredient. 

    Writing as an independent PR blogger, I’ve shared all the same concerns as Hanson. I’ve feared I wouldn’t make it through the noise, I’ve questioned whether it would be worth it or not, I’ve worried what the point would be of investing by The weDownload Manager”” style=”width:7.5pt;height:7.5pt;visibility:visible;mso-wrap-style:square” o:button=”t”>  so much time in a blog if I knew I would eventually leave it behind (I won’t), and I’ve felt beaten by the content machines out there. 

    Recall the filtration system I mentioned. All the filters are right there. I understand the fear, the apprehension and the concern. It takes a lot of courage to blog about technology when TechCrunchis out there. But it’s that specific courage that makes you and your blog valuable. 

    If you’re going to plant any seeds, be sure to see their growth all the way through. 

    Trends don’t end. 

    A trend isn’t over if people leave. A trend is only over if people leave for something else, something better. Hanson notes Danny Brown is leaving the trend of independent PR blogging for his family. It would be different if Brown was leaving the blogosphere to start a new PR trend, or to join a content machine. He isn’t. 

    Spending time with family doesn’t produce the same benefits as an independent PR blog. It’s something entirely different (and very rewarding in itself). Trends end when people find an action they can take that has the same benefits as what they were doing plus some. 

    Trends don’t end. They change. 

    [Author’s note: I was privileged to exchange a couple of emails with Arik since first posting this story. There are dozens of benefits to establishing a group blog model, benefits that an independent blog model doesn’t have. However, it works the other way around, too. You can have the best of both worlds. In the early ages of PR blogging, guest posts gathered attention for multiple bloggers at once. Think of group blogs as guest blogging on steroids. Bloggers never stopped writing for themselves even though they wrote guest blog posts. Why should you if you’re also part of a group blog model?]

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