Blogger: New Media Relations Strategy in Corporate Communication

摘要

The presence of the internet that result to new media such as social media provides a new trend in conveying corporate's messages to the audience. This new trend has brought a transformation in the context of corporate communication to create a new strategy by making bloggers as media partners for endorsement. Engagement with bloggers is part of the corporate's media relations strategy which currently becomes more increasingly complex due to the emergence of diverse and real time media platform choices. In fostering relations with the media, corporates must have a strategy in choosing the right channel. Data collection was conducted through interviews with selected informants with the criteria: Blogger, Blogger Community Founder, Blogger Agency, and Corporate Communication. The results of this study reveal a transformation from old media relations to new media relations through selected bloggers who become corporate's media partners. Selected and effective bloggers in endorsement are those who meet the criteria needed by the corporate, such as quality of writing, interactivity in social media, the ability in Search Engine Optimization (SEO) and Page Rank.