Blog-monitoring website Technorati is primed for a big PR coup when its founder provides on-air commentary for CNN during the Democratic National Convention next week.
Founder David L. Sifry will comment on which political blogs and opinions are getting the most attention based upon Technorati's technology.
The company immediately retained the Antenna Group this week to send a release to Internet-focused journalists at traditional media outlets and others who have written about blogging or bloggers being credentialed at the convention.
The Antenna Group has about five people working on the project, Antenna Group VP Darcy Provo said. The firm had previously worked with Sifry's former company, Linuxcare, where he was CTO and co-founder.
CNN put out a press release, which read, "CNN.com's up-to-the-moment review of numerous Web logs covering the convention marks a first for convention coverage using Technorati, the leading monitor of blogs."
The Antenna Group will also be putting out a press release from Technorati announcing its special section, politics.technorati.com, launching Sunday night that will provide real-time updates. CNN will also be linking to this site.
Sifry will be available for commentary on the political blog environment.
"This is a phenomenal and public debut for blogging. There are so many people who don't know what it is," Provo said. "Technorati monitors all of that and is able to determine the most influential based on net attention."
The implied take-away from this experience would be that Technorati is positioned to the blog-unaware public as the expert on blog importance, she said.
Sifry said that the importance of the ensuing events were more about the new media than Technorati.
"There's a rebirth in civic dialogue and in this new media, [which] encourages a discussion [of] the issues."
He called the meeting of the DNC and bloggers "an experiment," and hoped that Technorati would play a role in that.
"I hope that this helps people in the living room realize that they can be participants," Sifry said.