Edelman's blog directory to educate clients about influential new media

CHICAGO and CINCINNATI: Edelman, teaming up with marketing intelligence firm Intelliseek, has released a directory of the most influential bloggers.

CHICAGO and CINCINNATI: Edelman, teaming up with marketing intelligence firm Intelliseek, has released a directory of the most influential bloggers.

The directory, available only to Edelman clients, profiles bloggers in business, consumer packaged goods, consumer technology, healthcare, and marketing and public relations. The directory also gives advice on blogger behavior and jargon. A white paper about the directory is available for download at both Edelman's and Intelliseek's websites.

Edelman and Intelliseek developed a set of criteria that determines which blogs wield the most influence. Those criteria including number of hits, Google ranking, number of other sites that link to the blog, and the frequency with which the mainstream media uses it as a source.

The two companies have been working on directory since January, according to Rick Murray, Edelman EVP and GM of diversified services.

Murray said that both companies felt a sense of "panic" as clients tried more and more to communicate with bloggers on their own. "The risks to attempting to communicate with the blogosphere -- you will do yourself harm," he said.

But Murray said the opportunity for dialogue is "massive."

"It's a communications channel the likes of which we have never seen before," he said.

While Murray said it was too early to gauge feedback from clients, the agency has noticed an increase in blog-related questions.

"People are reading about blogs because the mainstream media is covering them," Murray said. "Clients are calling us with increasing regularity, asking what's going on [with blogs] and how is this affecting the business."

The agency plans to update the directory listings, based on waning and burgeoning influence. The blog environment is not static, Murray said, pointing to a relative drop in political blogs after the 2004 presidential election.

The top three public relations blogs were Micro Persuasion, run by Steve Rubel, CooperKatz VP of client services; Corporate PR, helmed by Elizabeth Albrycht, founding partner and chief strategist at Albrycht McClure & Partners; and POP! PR Musings, written by Jeremy Pepper, CEO of POP! PR.

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