White Paper Released on Importance of Blogs to Public Relations

A newly published white paper on blogs from Edelman, an independent public relations firm, and Intelliseek, a marketing intelligence firm and provider of a leading blog portal, explores the importance of the blogging phenomenon for public relations and marketers and provides a directory of influential bloggers, segmented by industry.

"Trust MEdia … How Real People Are Finally Being Heard," is available for download at both companies’ Web sites http://www.edelman.com/insights and http://www.intelliseek.com .

"We’ve entered the era of mass personalization where people expect far greater participation in their favorite brands and companies. For companies, bloggers represent an immediate source of information and feedback, but also an opportunity to engage a rapidly expanding global network of influential, credible, passionate and involved group of real people who communicate constantly," said Pam Talbot, President & CEO, Edelman U.S. "The white paper is to help companies better understand how to engage bloggers through authentic dialogue in ways that are appropriate and respectful."

The white paper’s blog directory ranks and profiles top bloggers who cover six key industries: marketing and public relations, business, consumer packaged goods, consumer technology, health care, and public affairs. The paper also provides basic information and experienced advice on blogger behavior, blogger engagement, legitimate public relations uses of blogs, and a blog lexicon.

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