Blogs matter

Thanks to all of you who participated in my survey about the importance of blogs in public relations!

Here is my presentation of the results (runs about 19 minutes).

If you quote this presentation, you can use the following citation:

Vorvoreanu, M. (2008). Blogs matter. Panel presentation at the National Communication Association Annual Convention, Public Relations Division, San Diego, CA.

Here are some highlights from the results, based on a convenience/viral (non-probability*) sample of 203 respondents:

Blogs matter in hiring decisions

  • Among respondents with 5+ years of experience in PR, if they had a choice between equally qualified job candidates, but one candidate had a blog and the other one did not,
    • 74% would hire the one with the blog
    • 19% would hire the one without the blog

  • Both people who blog and do not blog are more likely to hire the candidate who has a well-written, good professional blog. Among the respondents who do not write a blog themselves:
    • 57% would hire the candidate with a blog
    • 33% would hire the candidate without a blog
  • Respondents who write a blog:
    • 86% would hire the candidate with a blog
    • 8% would hire the candidate without a blog

Blogs matter for individuals

I asked PR bloggers what benefits they have derived from blogging. These were the most frequently mentioned benefits:

1. Contacts, networking, engaging with PR community (26; 34%)
2. Business benefits: jobs, clients, income, internships, speaking opportunities (21; 27%)
2. Learning, keeping current (21; 27%)
2. Gaining recognition, credibility; thought leadership; personal branding (21; 27%)
Other: Sharing knowledge (10; 13%), SEO (6; 8%)
None: 3; 3.9%

Blogs matter for the PR profession

I asked both bloggers and non bloggers how they thought PR practitioners’ blogs impact the PR field.

  • 91% of respondents said PR practitioner blogs have a positive impact
  • 6% said PR practitioner blogs have no or very little impact
  • 2% said PR practitioner blogs negative impact

PR practitioner blogs increase practitioner knowledge and move PR towards higher standards of professionalism

  • Knowledge benefits (75%):
    • Educate each other (23%)
    • Create & share knowledge & best practices (32%)
    • Dialogue & discussion (17%)
    • Unify PR field (10%)
    • Keep current (6%)
  • Professionalism benefits (18%)
    • Increase transparency; flack (9%)
    • Higher professional standards (6%)
    • Prove the value of PR (3%)

I encourage you to view the presentation so you can get more details and put these findings in context.

*Please remember that this sample is not representative of PR practitioners in the U.S. – or we don’t know if it is – so we can’t assume that these results apply to other people who did not participate in this survey.

Thanks again to all who participated and let me know if you have any questions!

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