"Why blogs matter" by Corporate Spin Firm

Levick Strategic Communications provides help to, among others, companies in trouble with Congressional investigations. Levick has recently taken a keen interest in BrandweekNRX's stories about Schering-Plough and Vytoringate.

So we thought it was time to learn some of what Levick teaches its corporate clients. Turns out Levick has a blog . . . which is pretty interesting, here's most recent post:

Why Blogs Matter, Part 2

January 22nd, 2008

Does your company need another reason to start paying attention to the blogosphere?  Here’s a big one: mainstream media journalists monitor blogs on a regular basis. In the latest research studying the connection between traditional reporters and online citizen journalists, global communications group Brodeur found the following:

• Nearly 70% of all reporters read blogs on a regular basis
• More than 20% of reporters spend more than an hour a day reading blogs
• Fifty-seven percent said they read blogs at least two or three times a week
• Nearly three-quarters of journalists surveyed have a list of blogs that they check on a regular basis
• More than a quarter of all journalists have their own blogs
• Almost 75% of reporters find blogs helpful when it comes to helping them develop new story ideas and angles, and to getting a good idea of the tone of a debate or issue

Savvy companies understand that catching a story in the blogosphere–before it’s had the chance to bubble up to the New York Times–can have an impact on a company’s credibility, public image and even its stock price. We recommend you share these latest stats with those in your organization who insist a blog strategy isn’t necessary.

Presumably Levick can now add another bullet point: Congress also monitors blogs, and may even write letters to Levick clients based on what they read - in a blog - completely short circuiting the old media, which mostly survives on reprinting press releases and cozying up to advertisers.

Dr. Rost is a litigation consultant and pharmaceutical marketing expert. He is also the author of Killer Drug and The Whistleblower. 

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