Common Practices in Blogger Relations - An Exploratory Research on Structures, Dynamics and Dependencies

Abstract: The blogosphere recently experiences an increasing attention by PR practice which engages in blogger relations to target bloggers as influential online gate-keepers. Bloggers thereby are given numerous possibilities to make use of their authenticity and credibility, and endorse brands through collaborations with PR. This study explores the established discipline of blogger relations in German PR agencies and investigates characteristics and determinants of the interdependency existing between bloggers and PR practitioners. As both actors desire publication or exclusive access from the other, they willingly accept a positive interdependent relation, in which mutual support enhances their individual success. With a quali-tative research approach and based on 15 experts’ interviews, the study uncovers PR’s understanding of accepted practices and normative considerations within blogger relations. The results of this study show that PR professionals have to adapt to the interdependent situation and apply a two-faced understanding of bloggers that desire compensated collaborations and editorial freedom simultane-ously. Moreover, the study offers a reassessed understanding of bloggers’ inde-pendence and reveals an increasing blogger hype, which poses a threat to the es-tablished practice. A key insight of the interviews, opposing this trend, reveals PR is advised to consider bloggers’ increased desire for compensation when ap-proaching them. At the same time, practice is urged to consider the long-term im-plications continuous compensation could have for the blogger relations discipline and for bloggers’ credibility in recommendations.