Bloggers vs Journalists: With Pro Blogger Darren Rowse
Should companies and PR professionals treat bloggers as journalists? Are bloggers entitled to the same perks as journalists, and can they handle the same responsibilities? For that matter, are bloggers a threat to more traditional journalists?
I’ll be kicking off the re-launch of Naked PR by sharing some of my own thoughts on those questions, as well as those of popular pro blogger Darren Rowse.
Aside from his reputation as the six figure blogger behind ProBlogger and Digital Photography School, Darren recently co-authored the new book ProBlogger: Secrets to Blogging Your Way to a Six-Figure Income with Chris Garrett. Much like his advice on ProBlogger.net, the book promises to be nothing of a get-rich-quick guide for bloggers, but instead “a practical guide to creating and marketing a blog.”
Visit the book link above to order your copy, or sign up for the newsletter to preview a free chapter. In all honesty (since we all know I don’t say nice things just to kiss ass around here), I’ve followed both of the authors’ blogs in the past, and the ProBlogger book is one of few books on my must-read list at the moment.
Now, well-deserved plug aside, let’s get down to business:
Should (or Can) Bloggers be Treated as Journalists?
This is a subject I’m a bit torn on. Obviously, being that journalists can choose to get into blogging, bloggers can be journalists without a doubt. It’s the “should” part of the question that I’m less sure about (being a blogger who has covered news issues for some blogs in the past, while at the same time taking the PR perspective).
I look at it this way: For me to treat a blogger along the lines of a more traditional journalist, they have to earn that “right” individually. I don’t automatically consider them worth pitches, access to materials, etc. They have to first demonstrate through their blogging that they’re not only able to reach their target audience, but be able to do that in a responsible manner when they’re reporting news and industry issues. I think a lot of bloggers fall short, especially with the latter.
Darren is one of the most popular bloggers out there, yet he doesn’t consider himself a journalist. Instead he sees a distinction, saying “in my mind at least a journalist has some level of training in the reporting of news and current events.” However, he does see a growing overlap between blogging and journalism, saying that they sometimes share aims in their work and that “in effect [bloggers and journalists are] often competing for the same readers.”
That’s a point I have to agree with, and why I don’t shy away overall from building relationships with bloggers in a PR capacity - they often have a different kind of connection with their readers, and can reach a similar audience in a different way than more traditional journalists can.
I really think you have to make individual judgment calls when deciding how to interact with bloggers, how far you’ll go to get coverage on blogs versus other outlets, etc. How do you feel about it?
Here’s where Darren and I disagree a little bit. He doesn’t want the title of “journalist,” and thinks that “many [bloggers] would probably see the title as more of a hindrance, or as old-fashioned.” What I’ve witnessed over the last few years is quite different.
Darren noted that “a year or two ago, the only thing [he] felt [he] was at a disadvantage of was getting press passes at events or conferences.” He went on to explain that he no longer has that problem. I’d imagine not in his case. As I mentioned, he’s one of the more well-known bloggers, whose blog can lead to quite a bit of exposure. Would you refuse press passes or materials that could have you mentioned at ProBlogger? If your business would benefit from reaching his particular audience, I highly doubt that.
I think “smaller” bloggers still see things quite a bit differently. Perhaps they’re not looking for the title, but I do think many want the “perks.” Here’s why:
- I mentioned in a recent post that I was formerly the Technology Editor for a large content network. As such, I had to recruit writers (who also handled blogging). Being treated as a member of the media was a huge selling point in attracting qualified writers, and frankly, it really worked. (On top of that, they were never short of excited when they did receive press passes, advanced news, etc.)
- I just posted a few weeks back about this topic (How Far Should We Go to Please Bloggers?) - where there was criticism of PRweb’s editorial policies, saying they should be more casual and relaxed just because it’s what bloggers want - I’d say that shows a certain sense of entitlement on the blogger side. Again, maybe not a longing for the title of journalist, but definitely a longing to be treated similarly (if not better based on their standards of what a news release should be for their needs).
- I’m a moderator on a popular webmaster forum, frequented by many bloggers. So I posed this question there yesterday. Of the discussion so far, I’m definitely getting the vibe that bloggers want the perks of journalists - from one blogger saying they could have “provided better coverage of [a certain] global event than was being done by most news organizations,” to another blogger being a bit more blunt, saying “Of course [bloggers] should be entitled to all those things….” (”All those things” being news access, event passes, review copies, etc.) Others fell more in line with what I’ve already said - that bloggers can essentially be treated as journalists if they adhere to the same standards.
So I do think a lot of bloggers would happily take the perks of being a journalist. So then the question becomes “would most actually be willing to take on the responsibilities that go along with that?” That I really doubt. But what do you think, either from the perspective of a PR professional, journalist, or blogger yourself?
Are Bloggers a Threat to Traditional Journalists?
Personally, I’d be more worried about journalists having the potential to wipe out smaller bloggers. It’s tough enough to break into blogging if you haven’t already built at least a little bit of a name for yourself. Sometimes your blog is what makes you known, but I don’t really think that’s the case for most bloggers (given the neverending supply of them, plus new blogs released daily in any number of niches). I think if we suddenly had a huge surge of professional journalists jumping into blogging, it would be that much more difficult for new bloggers to build an audience. Then again, there’s something to be said for being independent and not tied to a corporate media source….
Darren doesn’t see either blogging or journalism as a threat to the other. According to him, “what we’re seeing is a more fuzzy division between the two with more and more journalists also blogging both personally and professionally, and with bloggers crossing over into journalism also.”
He mentions that “we’re also seeing more and more mainstream media outlets attempting to embrace different forms of ‘new media’ including blogging.” He acknowledges that mainstream media overall may still be in a learning phase as far as figuring out how to effectively incorporate blogs into their networks, but that “we’ll see more and more blurring of the line between the two” as more journalists cross into blogging territory.
Darren doesn’t want to see either group feel threatened by the other, and instead points out that they may be able to not only coexist, but actually help each other - “Those trained in journalism could offer a lot to those of us who come from the blogging side of things. My hope is that the more these two world [sic] ‘collide’ the more we’ll all learn and develop in our mediums.”
I think that’s a great way to look at things in theory. I wonder how true it will prove to be in practice though as we do see these worlds “collide” to a greater extent. Are bloggers going to start embracing more journalistic practices (more detailed research and fact-checking for example)? Will journalists getting into blogging feel forced to be more lax in these areas when competing with bloggers who can (and do) post news almost immediately in a constant race to break a story (not something unfamiliar to journalists - just perhaps in a faster-paced environment)?
How do you see bloggers influencing journalists and journalists influencing bloggers in the future? Do you think the two groups will learn to welcome each other with open arms, or do you think there’s plenty of bickering yet to come? Where do you see that line right now, and how much do you see it blurring, as Darren predicts, within the next few years?
In a few days I’ll be releasing a follow-up post, continuing with my discussion with Darren Rowse, where he’ll offer tips on targeting and pitching bloggers, as well as telling you why you shouldn’t ignore bloggers on the PR front. Don’t miss that!
Related Reading:
- How Far Should We Really Go to Please Bloggers?
- Redefining Journalism Ethics to Incorporate Social Media
- Blogging Lessons For and From Journalism
- How Blogs Elevate Journalism
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Comments
I think there is another aspect to consider. Given the role that PR plays in seeking to influence journalists, if you see yourself as equivalent as a blogger you are pretty much indicating that your blog is up for “sale”, in terms of saying you want to be targeted with material that you will write about, because of the “perks”.
Personally, that’s not how I see my blog, but it is my personal space rather than being a commercial site.
What I would appreciate is feeling that PR practitioners would be responsive if I asked for support or background information to substantiate a post that I am writing. I am not sure that many PR practitioners yet view bloggers as worth devoting such time to assisting unless the blog is seen as a site to target.
Bloggers are writers and there are all sorts of bloggers just like there are all sorts of writers: diarists, commentators, and journalists.
really interesting article
from my own perspective, having an arts blog as something to promote and expose my art and poetry, i’m particularly interested in your follow up re targeting and pitching bloggers
as a reader, i find i’ve only really recently even become aware if what i’m reading is from a blogger or a journalist; and often still don’t notice unless the post is really out front just an opinion piece, or is more an outright info piece with links etc to follow up info
i do think that there are writers, more especially in the financial arena (that i’m aware of), mish shedlock (http://globaleconomicanalysis.blogspot.com/) and todd harrison (http://www.minyanville.com/) are two good examples, that combine things i associate w/a blogger (more informal, free to use stream of consciousness and other more casual forms of talk) and a journalist (supporting links, other commentator’s thoughts, oppposing ideas)
now, if my response is way off base what is actually trying to be compared / discussed here, my apologies in advance - there is some solace in being a somewhat naive participant / observer 
adan
Just stumbled on your site and added to favorites. Great info and news. I can’t wait for your upcoming interviews.
[…] who happen to have blogs, or all bloggers in the niche that might be of interest (is there a difference?)? Yeah… sounds like a piece of cake. I’ll get right on […]
Preston - Do bloggers really have to start acting like journalists when they get “bigger” (to be successful at least)? Two “big” bloggers come to mind that I’d argue aren’t terribly journalistic (on the ethics and responsibility front that you seem to touch on) - Perez Hilton and John Chow. It doesn’t seem that they were hindered in any way. I’m sure there are others.
Heather - I do think there is (or at least should be) a difference between blogs serving as more of a personal journal and those not. I’m not sure that being commercial has much to do with it though. You can choose not to accept advertising or more tangible “perks” and still be open to receiving news from companies related to your blog - I wouldn’t say that being open to pitching is quite the same as being “for sale.” As for wanting them to offer a bit of support when you have questions, need background, etc. I agree. I’ve never run into one that refused me though, so I’m not sure if it’s a huge problem at this point (or if I’m just lucky and they’re more receptive in the niches where I’ve had to do that - music, tech, and business).
When I think of blogging I think of entertainment. When I think of journalism I think of facts and news. Many bloggers may post news on their blog every single day, I just don’t find them credible for several reasons.
1. The person who is writing the news may know nothing about the topic he/she is writing about. He/she may simply have a strong opinion about something, and then bias the story to what they believe in.
2. Journalists have to take responsibilty for everything they write, and people are never hesitant to tell them when they have put a spin on a story or misquoted someone. The Internet is too diverse and chaotic to keep track of what bloggers are saying.
3. To me, a journalist is a person who has an education in journalism. There is more to journalism besides writing skills; ethics.
If I was to create a blog, I wouldn’t call myself a journalist or writer. That would be the same as going to the zoo today, and then calling yourself a giraf tomorrow.
I do think that blogging is a good place where people can express themselves though. I think that blogs are interesting and useful in the case of people that have knowledge within the topic they’re write about - too often, however, that is not the case.
“The person who is writing the news may know nothing about the topic he/she is writing about. He/she may simply have a strong opinion about something, and then bias the story to what they believe in.”
So you’re saying my blog isn’t “credible,” even though I’m a trained and experienced PR professional who actually happens to specialize heavily in the areas of online public relations and social media that I write about? Ouch! That cuts deep Kirstine. 
j/k
What about Darren Rowse - he’s one of the best-known bloggers for good reason: because he’s one of the best. Does that mean to be credible, he’d need to write about blogging in outlets other than his blog? Or do you think there’s some wiggle room in your first point on the credibility front depending on the niche and individual? Just asking for the sake of asking.
And what about those trained in journalism who later chose to get into blogging instead of (or in addition to) writing for others? (Just playing Devil’s advocate.)
And since you brought up the bias issue with bloggers… since when are journalists un-biased??? lol
As for whether or not a blogger should call themselves a “writer,” I was actually surprised to see someone bring that up. Writing is writing. If you write, you’re a writer. It doesn’t mean you’re a good one. It doesn’t mean anyone’s going to read what you write. It doesn’t mean anyone’s going to like what you write. It certainly doesn’t mean you have to be a “professional” writer. But can you really say bloggers aren’t “writers?” I think you’d have a hard time making a case for that. I mean… a journalist won’t call themselves a novelist. A novelist wouldn’t just call themselves a poet. etc. But I don’t think anyone would argue that they’re all writers - different mediums, formats, etc. aside. Just my $.02 on that.
[…] matter where you fall in the bloggers vs journalists debate, Darren thinks that PRs should avoid snubbing bloggers: “One big benefit of bloggers […]
The bigger you get, the more you have to start acting like a journalist. People start to send you stuff and ads ramp up. Your blog starts to carry some authority. Conflicts grow where they didn’t exist before. Reputations can be damaged quicker than before with some small one-off blog.
My experience has been that with a larger audience, articles have to spot on accurate and checked.