Ogilvy, an international advertising, marketing and public relations agency, announced this morning it’s partnering with Technorati, a search engine for searching & monitoring blogs, “to offer its clients new ways to tap into dynamic Live Web media including blogs, vlogs, videos, photos, and other citizen media as a growing part of its integrated approach to building brands.”
Ogilvy’s deal with Technorati is further evidence that traditional PR companies understand the need to monitor and influence bloggers, as well as to enter into the blog conversation for effective PR.
Do law firm marketing and PR professionals understand the need? Doesn’t look like it from the Legal Marketing Association’s Annual Conference agenda. Don’t see a mention of tapping into new media such as blogs and citizen media. Perhaps blogs will be mentioned when websites are discussed, but don’t see PR people discussing the need to monitor and influence blog discussion for effective PR.