The Arketi Group, an Atlanta-based public relations and integrated marketing consultancy, issued a report looking at how business to business journalists use blogs. Here is one finding:
The graph to the left shows that 84 percent of business to business journalists reported they would use a blog as a primary or secondary source.
This report kills me. Here’s why:
Blogs are defined by their medium, bloggers are not
Could you imagine a report asking whether or not a business to business journalist quoted a “speech” or an “interview” or a “written report” as a primary or secondary source? No, that’s nonsensical. All of the above, including blogs, are simply different media, across which sources of varying levels of reputability convey information – which brings me to my second point…
Blogs are not uniform sources of information
Do I get story ideas and learn about journalism trends from Jarvis and Romenesko? Sure. Do I get them from the latest blog indexed by Technorati? No. Just like I give more credence to something I read in the Journal as compared with the National Enquirer.