Author: webproworld

Blogging for Dollars: Giving Rise to the Professional Blogger

Towards the end of June, I was invited to a conference at the Banff New Media Institute, located in the midst of the Canadian Rockies in the province of Alberta. The title of the conference was “Producing New Media: Money and Law,” and we explored and discussed funding models and legal issues for various new media projects, including Weblogs. During that weekend, I came to a realization that I’ve been mulling over ever since: a lack of money is hindering the growth and potential of blogging. Free–or personal–blogging can only take us so far.

A Winning Public Relations Game Plan

I have learned in my public relations work, especially from leaders in the field, that there are only three ways a public relations effort can impact behavior: create opinion where it doesn’t exist, reinforce existing opinion or change that opinion. No surprise that the process by which those goals are realized is known as public relations. So, while behavior is the goal, and a host of communication tactics are the tools, our strategy is the leverage provided by public opinion.

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