#9 Trying New Ideas

In the first decade of the 21st Century it is clear that a communications campaign cannot look like one in the last century. For one thing, it must consider new ideas such as maximizing the blogosphere and optimizing search engines.

Blogging campaigns are the new way to conduct "influence the influencer" campaigns. These influencers blog and therefore have larger audiences. If you don’t know what a blog, or weblog, is, it is important that you look into it. (You’re reading one now).

The real power isn't the blogosphere, it's the search engine. And, the more tech-savvy bloggers are using search engine optimization for their posts – hitting on hot topics, name-dropping and company name-dropping, and hyperlinking like no tomorrow.

It's the power of search engines that creates a tidal wave.

Ignore the blogosphere to your peril. What is covered in a blog can be found and picked up by reporters, and they can run with it.

Search engine optimization is a good part of the overall public relations package. Just remember that, despite technological advances, if the press release isn't newsworthy, the public is just not really going to care.