• Journalists use blogs almost as often as trades as part of the reporting and editing process.
• For monitoring responses to stories, only Web sites and blogs are considered important. Reporters lump conferences, trade journals, social networking sites and podcasts in the “unimportant” category.
I would have thought that any response was an important response. Conferences are especially indicative of industry trends.
A good PR plan must integrate the offline with the online. It is necessary to identify the bloggers who cover your industry and invite them to your events whenever necessary. Get to know the bloggers within the local user groups.
Blog posts and Twitter chatter will amplify the impact of your event. Even a brief mention of your booth at a trade show has value.
Finally, advertising has value. Advertising guarantees visibility. Advertising on trade journals insures gives your company an image of being a serious player within your industry. It also contributes to the survival of an important industry resource.