The Deep Jive Interests blog references an interesting study - one that exposes a certain amount of hypocrisy in the Public Relations industry (yes, we’re shocked too). According to Deep Jive:

Yes, you can file this under “talking a good game”, because the results show that while most PR executives believe in the blogging as an effective tool to share information quickly and broadly (UK 70%, US 80%), and have a role in influencing public opinion and decision making (UK 60, US 70%), the majority do not have a blogging policy (UK 82%, US 88%), and only around a third blog for their own company or clients (UK36%, US 37%).

What’s the problem? And are there opportunities for writers in this?

First, the problems. The original “Bulldog Reporter” article cites “fear” as the #1 reason why the PR industry is lagging in digital marketing, and there’s a ring of truth to that.

Blogs are an unknown, and PR firms are hugely risk averse. Fear is a critical factor. But I wonder if it’s the only one.

Content’s Not Free

From a business standpoint, blogs require content, and I’m not sure how blog content fits into your average PR agency’s pricing structure.

Agencies charge dearly for even simple projects like press releases. If the client can’t commit to content creation - or simply lacks the writing skills - how do four ghostwritten posts per week fit into a bloated agency pricing structure?

Leadership. What’s That Cost?

Pushing that scenario a little further, how does a PR agency find and retain writers capable of ghostwriting a blog into a “thought leadership” position?

It requires knowledge of an industry (and a passion for it) that isn’t easy to find. Nor does it typically come cheap.

Will PR agencies find a way through the thicket? As blogging matures into a critical media channel, they’ll have to - or let a competing vendor wedge themselves into that crack.

PR agencies don’t like cracks.

Is this the perfect opportunity for editorial writers to pump up revenues without wholly enslaving themselves to uninteresting business writing projects?

It’s a reasonable thought.

Writers of any kind could prosper in what looks to be an emerging market. But it seems like a great opportunity for editorial writers.

Blogs place an emphasis on education, entertainment and research - the sweet spot of editorial writing.

PR firms can’t ignore blogging much longer. A firm that serves healthcare clients will need to write healthcare blogs. That’s a great opportunity for healthcare specialist.

A writer looking to cash in on steady commercial work should already have a blogging pitch packet assembled. A little research would pinpoint PR firms working in your fields of specialty.

Contact them. Send them your packet. Pitch them.

They may not need you right away. But in the weeks and months to come, they will.

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