The Entrepreneurs Organisation recently polled their 7,000 members in 38 countries and asked these business owners:
Is Blogging a valuable business tool for you?
And the results are in…
Yes, and I blog on a regular basis = 36%
No, but I blog for other reasons = 16%
No, I don't see the value in blogging = 36%
Other = 12 %
A resounding split. A third of the business owner community around the world are interested in blogging. A third not. The rest, not so much.
In our PR work we often come across clients that are targeting ‘business owners’ as their clients. And I expect the EO’s membership criteria is a pretty accurate a target within this category.
So should PR agencies be spending so much effort ‘influencing’ bloggers?
Personally, I think that a PR pro should be conscious of their target audience. If that target audience are, for example, The Millennial generation (16-27 year olds) who grew up with broadband, the Internet and mobile phones and for whom technology has a huge impact on their lifestyles, then bloggers are for sure an important target.
However, if the target includes, for example ‘business owners’ then maybe the weighting of other more traditional media should be seriously considered.
Just an idea.