Why are PR agencies blogging?: an exploratory study of the blogging practices of public relations agencies

Much of the focus of academic literature on blogging in public relations has focused on blogs as relationship-building tools and, as such, tools to apply a more co-creational approach to public relations practice. However there is some indication that the extent to which blogs are being used as this type of tool may have been exaggerated. This research provides a snapshot (late 2009) of the blogging practices of public relations agencies in Sydney, Australia. The project’s focus was to determine whether any inconsistencies existed between academic and practitioner perspectives about blogging practice. It also sought to identify aspects of practice that would indicate a move towards more co-creational rather than functional approaches to public relations. Evidence of both approaches were found, with the primary purpose of the blogs appearing to be seeking new business by promoting the agencies’ services and their practitioners as thought leaders in the field of public relations.