Bypassing media gatekeepers and directly reaching publics, blogs allow organizations and clients to be represented in the best possible manner. Full of opportunity, the blogosphere is also filled with competition. To use it to its full advantage, it’s important to understand how the network functions.

This research explores how intermedia agenda building relates to the role of public relations. It provides insight into how to select and communicate with appropriate blogs based on their network positions, as those positions can be one of the factors for measuring its influence.

Provided is an overview of theoretical framework in which intermedia agenda-building research is explored. Questions are posed to guide the study and the methods used to address these questions are detailed. Analysis results are then presented and applied to practitioners who regularly pitch stories to online journalists and bloggers.

Related downloads:
Intermedia Agenda Building of the Blogosphere: Public Relations Role in the Network
Intermedia Agenda Building of the Blogosphere: Public Relations Role in the Network (PowerPoint)

Adam Saffer
University of Oklahoma
2012 Ketchum Excellence in PR Research Award Fellow
June 15, 2013

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Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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