1,100 U.S. & U.K. Marketing Executives fast to agree on blogging, slow to use it

Peppercom, NEW YORK – December 5, 2006 – Public relations professionals in the U.S. and U.K. agree when it comes to recognizing the importance of blogs, but comparatively few from each country participate in the blogosphere by monitoring, writing or reading blogs, according to survey results released today by Peppercom Strategic Communications and Bulldog Reporter’s Daily ‘Dog. This disparity, along with the other survey results, were discussed in a podcast hosted by Peppercom and Bulldog Reporter and featuring blogging experts from the U.S. and U.K.. […]

More than 85 percent of respondents believe blogs are an important digital communication, with the top two responses given being the ability to share information quickly and broadly (U.S.: 84 percent; U.K.: 74 percent), and the opportunity to influence public opinion and decision making (U.S.: 74 percent; U.K.: 65 percent).

Despite these opinions, most respondents admit that they (or their clients) do not have an official company blogging policy (U.S.: 87 percent, U.K.: 82 percent). And although a majority of respondents felt blogs were important, only 37 percent in the United States and 36 percent in the United Kingdom are actually blogging on behalf of their company or client. […]

While most respondents (78 percent of U.S. and U.K.) believe the public relations department should handle fallout from bad news breaking in the blogosphere, 49 percent of respondents don’t even monitor blogs. In fact, 63 percent have not adapted their communications strategy to include proactive outreach to blogs, message boards, and other forms of digital mediums.

One third of companies claiming to have a blog say that it is written by the company’s CEO, however 54 percent of respondents are not involved in the writing, creative or approval process for corporate or CEO blogs. Full release. Via.

Mirona Iliescu


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