Conducted by APCO Worldwide and the Council of Public Relations Firms, the survey sought to determine how bloggers and PR pros can improve working relationships.
The two sides disagreed about whether PR pros do a good job reaching out and developing relationships with bloggers, whose interests match their own.
Of the PR pros, 52% agreed with the survey statement, "Our firm does a good job identifying the specific interest of individual bloggers and sending them relevant information," while 65% of the bloggers disagreed.
Evan Kraus, SVP and director of APCO Online, said many PR pros don't realize bloggers take part for various reasons, among them business, personal fulfillment, or to serve an audience.
"It's important to not just know where the blogger is coming from intellectually, but also to understand what is motivating them to blog in the first place, and to develop an approach that corresponds," Kraus said.
The online survey polled 55 senior executives at Council firms and 47 bloggers. APCO and CPRF created a Web site, www.bloggersandpr.com, to promote proper communication between the two parties.
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