National Business Review’s marketing and advertising reporter Hazel Phillips quotes Bullet PR Managing Director Nicholas O’Flaherty in this week’s article on blogger relations. The piece examines the ways in which PR professionals should be communicating with bloggers. Nicholas says the conventional idea of ‘pitching’ doesn’t necessarily ring true: “It’s more about having a long-lasting, meaningful relationship. There also has to be proven integrity, and trust is everything.”

He also reminds NBR readers that blogging is now mainstream. Fundamentally, the relationship between bloggers and business must be two-way: “It’s important to take part in the conversations, to add value to the conversations taking place in their space. You can’t take part reactively in a dialogue of comments without having made an emotional investment.”