{"id":121855,"date":"2019-03-25T11:11:43","date_gmt":"2019-03-25T10:11:43","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=121855"},"modified":"2019-03-25T12:05:32","modified_gmt":"2019-03-25T11:05:32","slug":"the-blogosphere-is-evolving-what-does-the-pr-industry-need-to-do-to-catch-up","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/the-blogosphere-is-evolving-what-does-the-pr-industry-need-to-do-to-catch-up\/","title":{"rendered":"The blogosphere is evolving \u2013 what does the PR industry need to do to catch up?"},"content":{"rendered":"

Bloggers are getting smarter about navigating the industry and finding success, according to results from the UK Bloggers Survey 2019<\/a>, but could the PR industry be doing more to adapt alongside them?<\/strong><\/p>\n

According to the statistics, more bloggers are choosing to monetise their posts, with women in particular utilising blogging as a business rather than a hobby. But there\u2019s still improvement to be made in how PRs can work with the community to measure success, to improve diversity within the UK blogging sphere, and to work on the gender split that continues in key verticals.<\/p>\n

72% of the female bloggers surveyed blog for professional reasons rather than personal, in comparison to a 44% personal\/56% professional split for male respondents
\n<\/strong><\/span>Is the fact that women are leading the way in monetising their blogs a sign of dominance in the sphere? \u2018I think it\u2019s to do with men blogging for fun outside of a day job and not seeing it as generating the kind of income they might like\u2019, says Fiona Scott<\/a>, who works with bloggers for her Wiltshire-based media consultancy. \u2018Women may be more willing to accept a lower income in return for doing something they love which fits around their other responsibilities, e.g. children.\u2019<\/p>\n

That the results are a reflection of continuing gender inequality is a view backed up by Mindy Gofton, head of marketing strategy & innovation at i-com.net<\/a>: \u2018Research<\/a> has shown that women’s spending money is more likely to get spent on the family as a whole, while men’s spending money is more likely to get spent on themselves. Given that women have lower average salaries and that they are far more likely to work part-time or to be full-time carers or full-time parents, it stands to reason that monetising a blog is a way to have a little additional financial freedom that their male counterparts simply don’t need.\u2019<\/p>\n

89% of the bloggers felt that PRs should focus on the quality of engagement to measure success
\n<\/strong><\/span>Methods of measuring success is something PRs and bloggers still disagree on, with bloggers valuing quality over the PR focus on quantity. Is this something that needs to change?<\/p>\n

\u2018Measuring the success of a blogger campaign is something the PR industry needs to work on\u2019, says Nobull<\/a>\u2019s junior account manager Amy Green, who has previously decided not to work with higher-following bloggers if they don\u2019t fit a campaign\u2019s specific objectives. \u2018The standard \u201cPR Value\u201d and \u201cCirculation\u201d almost don\u2019t apply anymore. Understanding what the purpose of the campaign is defines how you are going to measure the success.\u2019<\/p>\n

\u2018I think it’s important to not only focus on numbers but also on the engagement,\u2019 says Nicole Rohde at luxury fashion brand Maxwell-Scott<\/a>. \u2018We are all aware that nowadays there are millions of fake accounts on social media and there is also the hidden world of buying fake Instagram followers. I often ask bloggers for case studies on previous collaborations so that I can estimate the level of engagement a post about my brand will get.\u00a0It’s more important to find a blogger that absolutely fits in with the overall strategy of your brand, rather than the biggest.\u2019<\/p>\n

40% of bloggers consider themselves more trusted than traditional journalists (down from the 54% the year prior)
\n<\/strong><\/span>What do PRs consider better value \u2013 features in traditional media, or posts from high-profile bloggers? 40% of bloggers surveyed believe they\u2019re more trusted than journalists, and they may be onto something. Bloggers often have more capacity to work on a piece, according to Procoal<\/a>\u2019s Tom Bourlet: \u2018With the expectancy now on many journalists to burn and churn through content on a much more regular basis to match online demands, they simply don\u2019t have the time they used to.\u2019<\/p>\n

Speed is something Model Village<\/a> CEO William Soulier also sees as a positive: \u2018The limited red-tape in terms of sign-off and internal processes enables bloggers to turn around content much faster. This ultimately gives them an edge.\u2019 But it\u2019s detail that Nicole appreciates in the fashion sphere: \u2018Bloggers will usually provide outfit suggestion to go along with your product. They show how the item can be used in everyday situations, which provides the target audience with a better idea.\u2019<\/p>\n

Whether bloggers are a more reliable choice that traditional journalists is something head of outreach and content Simona Bojare considers in her work at Ascent Group<\/a>: \u2018I still work with A LOT of bloggers but I\u2019ve become a lot more selective than I was few years ago. As an industry, we’re definitely seeing people\/readers be a lot more sceptical when it comes to influencer\/blogger endorsements. This is due to those few that have had lousy disclosure practices in the past.\u2019<\/p>\n

Danny Whatmough, managing director, Integrated Media at Weber Shandwick<\/a> believes both traditional journalists and bloggers need to be judged on their individual work and merits: \u2018Trust and authenticity are topics that are sensitive but important in both disciplines. There are examples on both sides where practitioners have not been trustworthy or authentic and this has an impact on the whole industry.\u2019<\/p>\n

None of the female bloggers who took part in the survey write about politics, gaming, music, or tech. Of those that took part in this survey, 93% identified as White British<\/span>
\n<\/strong>Results from The UK Bloggers Survey 2019 mirrored a continuing gender disparity across certain subjects in the wider blogging community, as well as the shockingly low percentage of high-profile BAME bloggers and influencers in the UK. Whether the existing, predominantly white, blogging community isn\u2019t an inviting space for BAME creators to join, or PR companies and brands aren\u2019t doing enough to work with those who are already a part of it, there\u2019s no disputing that there are many voices out there, and more needs to be done to find and elevate them.<\/p>\n

\u2018For PRs to make a strong difference, they need to stop following and repeating what their competitors are doing and to look elsewhere, see the people who are trying to get their name out there and just need the opportunity to be heard\u2019, believes Tom Bourlet. \u2018They need to analyse their previous marketing efforts or influencers worked with and see if they have followed a consistent pattern and see whether there is an opportunity to change this and to build in more diversity.\u2019<\/p>\n

\u2018Lack of diversity is a problem that the PR industry faces too\u2019, says Danny at Weber Shandwick. \u2018It\u2019s important that we work hard \u2013 including through surveys like this \u2013 to hear from a diverse range of opinions and properly reflect the audiences that we are looking to reach. Whether that\u2019s through PR outreach, data and insight or news articles, we all have a responsibility to support diversity that will, ultimately, make the output and results of campaigns stronger.\u2019<\/p>\n

Work in PR and want to work with the best bloggers in the business? You need the Vuelio Media Database<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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