It could be said that conventional marketing is no more effective strategy. Customers watch less television, listen less radio and generally pay less attention at presented adverts. Currently there is an agreement in the marketing industry that the organization has to look for other form of promoting itself. As a result, Public Relation has become important element of marketing campaign for those companies that aim to achieve or maintain its positive image.  

“advertising is expensive – but editorial is priceless!” 

Effective PR might communicate with the target customer through article written by well disposed journalist. Susan Friedman explains that readers trust and value any information they read in an article or column far more than any data they glean from an advertisement. Even when the facts presented in an article and an advertisement are identical, the results are the same. 

 Moreover, editorial coverage carries an implicit endorsement of information and is consequently held to be more believable than advertising, which is paid for and expected to be biased. By using media relations effectively, PR practitioners will not only enhance the reputation of their clients or employers, but also themselves, and establish good working relationships with journalists that will serve them well in the future. Eventually it could be argued that used correctly, the media is an invaluable tool for the PR practitioner. Recently, PR specialist identified that not only Media Relations but also Blogger Relations give an opportunity to communicate with the target market. Bloggers are in many aspects similar to journalist but …they do not use neutral tone of writing but give subjective statements about area of their interests.  Bloggers write posts or articles because they wish to express their views and opinions and they do not received monetary reward for doing it. As a result, bloggers may be more trustworthy in eyes of readers. Organizations seem to understand it and its PR force pick the most popular bloggers in order to communicate company’s product or innovation through his/ her blog.  The whole process seems a bit clumsy and needs further improvements to avoid the conflict between bloggers and PR people (see quotations below). 

 Blogger, “All they do is spam with me this and that! They don’t care about me and my needs!”

PR, “They never listen to me…It’s like whatever I say is ignored no matter how important it is to me. They just don’t care!” 

 In conclusion, both strong and positive Media Relations and Blogger Relations are crucial factors influencing organization’s image. It can be claimed that they cannot be fully successful if work separately.  What is more, messages written by boggers as well as journalists should be complementary to each other to give cohesive picture of the organization to the customers.